Wine remains a relatively small category in Taiwan but changing attitudes to wine consumption helped to fuel off-trade demand during 2021. For example, still white wine and sparkling wine were increasingly consumed on a casual basis, with some people even enjoying a glass or two on a daily basis after work, or when socialising with friends and family.
The COVID-19 pandemic limited opportunities for overseas travel in 2021 and this gave rise to picnic and camping trends, as consumers looked for alternative forms of leisure and relaxation. Not only did this help fuel retail demand for wine, but it also created opportunities for the development of more innovative and portable packaging.
Sales of wine had been in decline before the outbreak of COVID-19, but off-trade sales of wine actually improved in 2021 since it is easy to purchase, store, and drink at home. In contrast, spirits and beer are more highly dependent on bars and restaurants serving hot-fried dishes.
Consumers in Taiwan are becoming more educated about wine and this is encouraging them to experiment with different varieties. Wine used to be regarded as a premium drink, but this has begun to change as some companies have launched campaigns which combine wine with local culture, such as organising tours that pair wine with Taiwan’s night market food.
Prior to the outbreak of COVID-19, wine bars were rapidly emerging in metropolitan areas, especially in Taipei. The specialised market position of wine bars presents consumers with the opportunity to taste different types of wine all in one place.
New world wine has become popular for its fruity flavour in Taiwan, although old world wine is still considered the classic option for wine consumers. Australian wine is not necessarily less expensive than wine from Chile or Spain, but it has become popular for its fruity flavour which is more acceptable to Taiwanese consumers.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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