Wine in Taiwan

PROSPECTS

Consumers show preference for European wine

Knowledge and appreciation of wine continued to grow in Taiwan at the end of the review period which supported its continued growth. As the consumer base for wine has expanded there has been a growing preference for European wine which is seen as being more luxurious, with old world wine from France, in particular, as well as Italy and Spain winning favour.

Greater attention from young adult consumers

While wine used to be the reserve of wealthy businessmen, it is increasingly being consumed by young adult consumers aged 20-40, especially women. This younger consumer base are being supplied in part by convenience stores, which is one of the main distribution channels for alcoholic drinks for this demographic.

Still light grape wine dominates volume sales

Still light grape wine remained the dominant category in wine in 2018 with it recording solid growth in total volume terms. Within this category it is still red wine that is the most popular type, with it recording moderate growth in total volume terms in 2018.

COMPETITIVE LANDSCAPE

Taiwan Tobacco & Liquor Corp retains lead despite growing competition

Domestic company Taiwan Tobacco & Liquor Corp retained a strong lead in wine in 2018 in terms of total volume sales. However, the company continued to lose share having seen a significant decline over the review period due to increased competition from imported wine.

Wine festivals gain attention

Wine benefited from the growing interest and popularity of local wine festivals towards the end of the review period, such as the Wine & Gourmet Taipei Festival, the Taipei Wine & Spirits Festival and the Taichung International Wine Exhibition. These festivals are attended by thousands of visitors and hundreds of exhibitors and provide a networking opportunity for suppliers of both local and international wine to learn about local tastes and preferences and for consumers to learn about the different varieties of wine and different grape types and growing regions.

Japanese Sake gaining favour

Sake is a relatively niche product in Taiwan but it continued to see steady gains in total volume terms in 2018 thanks to a growing interest in Japanese cuisine, with this set to continue over the forecast period. Products from Japan are perceived to be more natural and of a higher quality and this appeals to local consumers.

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