Wine in Taiwan

PROSPECTS

Greater wine appreciation among Taiwanese

Total volume sales of wine recorded healthy growth in 2017. With higher education, globalisation and more well-travelled consumers, wine drinking is no longer just for wealthy businessmen.

Still light grape wine accounts for largest total volume share of wine

Still light grape wine remained the largest contributor to total volume sales of wine in 2017, with still red wine being the most popular variant as it is closely linked to the image of wine drinking. The Taiwanese also believe that drinking still red wine aids the blood circulation and can keep one warm during the cold months.

Off-trade volume sales higher than on-trade

Off-trade sales remained higher than sales through on-trade in Taiwan in 2017. Although local consumers now have greater wine appreciation, many are still not confident enough to think of themselves as wine connoisseurs.

COMPETITIVE LANDSCAPE

Taiwan Tobacco & Liquor Corp retains leadership of wine

Taiwan Tobacco & Liquor Corp is a domestic player and the leader of wine in terms of total volume sales. However, the company’s share witnessed a gradual decline over the review period due to increased competition from imported wine, which is perceived as more authentic and premium, and hence more sought after by increasingly sophisticated consumers.

Sea & Land Wine & Spirits Co Ltd gains most ground

Sea & Land Wine & Spirits Co Ltd gained the highest total volume share in 2017. The company imports a wide range of wine from various countries including France, Italy, Spain, Hungary, the US, Chile, Argentina, New Zealand and Germany.

Constant launches of new products

There was a number of new product launches over the review period to attract the rising number of wine drinkers in Taiwan. Sea & Land Wine & Spirits introduced PonteVilloni Edizioni Privata (2016) from Italy in October 2017.

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