Malgré sa petite superficie, Hong Kong est devenu le marché incontournable pour les vins en Asie. C’est d’ailleurs pour son positionnement central dans l’industrie du vin asiatique que le Gilbert & Gaillard International Challenge y a été implanté. Sa particularité ? Pour faciliter les exportations et les importations de boissons alcoolisées dans le continent, les taxes et droits de douane ont été supprimés en février 2008. Si le marché fait face à ralentissement, cette stratégie devrait permettre à Hong Kong de relancer son attractivité sur le marché des vins. Tout ce qu’il faut savoir pour exporter vos vins au sein de la perle de l’Orient.
A true hub for wine trade and distribution across the Asia-Pacific region, Hong Kong has several notable characteristics:
The industry is growing thanks to the many wine traders with specialized knowledge and significant experience in international wine commerce. Numerous local wine-related activities are taking place, such as auctions, trade shows, retail sales, warehousing, and transportation.
Hong Kong is one of the world’s most important air and sea freight centers and has significant storage facilities. For professionals worldwide, this territory is a preferred distribution center for storing wines for delivery to other countries. This transit market offers interesting opportunities to expand business in Asia and re-export wines to destinations such as mainland China, Macau, or Singapore.
According to the Census and Statistics Department, the number of stores selling alcoholic beverages has risen from 140 to 480 in 2022. In the same year, Hong Kong had 740 establishments importing alcoholic beverages in bulk, compared to just 310 in 2008. In 2023, the region imported more than €895.7 million worth of wine and €719.9 million worth of spirits from around the world. Several cooperation agreements have been signed with France and its regions (Bordeaux, Burgundy, Champagne), Italy, Portugal, Spain, Australia, and Chile. These agreements aim to strengthen ties in areas related to wine, such as trade, tourism, and investment.
With its status as a free port, Hong Kong is a zone where taxes and customs duties no longer apply to wines. Since 2008, it has been an open and easy-to-access market for wine and spirit exporters. Any professional can export their products to Hong Kong as no specific license or authorization is required.
While Hong Kong is an attractive and open wine market for all, it is also a structured and mature market, marked by numerous changes. For wine professionals, it’s crucial to understand market trends before entering.
Wine consumption in the Hong Kong market is characterized by a high consumption of red wine, which alone accounts for more than half of the market. White wines, rosé wines, and sparkling wines hold much smaller market shares.
In 2024, the most consumed wines are:
What explains the success of red wine? Its consumption is perceived as beneficial for health, and red wine is associated with Bordeaux wines and the color of fortune. Sales of white wines are also growing but remain moderate due to successful food pairings with Asian cuisine and their refreshing qualities.
The wine market in Hong Kong is mainly represented by France, Australia, and the UK. Despite a decrease in wine imports, imports from Belgium and China have seen significant growth.
While France retains its position as the leading supplier of wines to Hong Kong, it is being challenged by emerging New World wines from the United States, Latin America, South Africa, and Australia. These wines are seen as more "accessible" with English labels that are easy to read and highlight the grape variety. In contrast, European wines are typically labeled with geographical indications, requiring a higher level of expertise.
While the general population purchasing alcoholic beverages does not focus on organic labels, younger generations, who are more health-conscious and concerned about the planet, are changing their consumption habits. According to Business France, biodynamic, organic, natural, vegan, and low-alcohol wines are attracting interest but still make up a very small portion of the market.
Patricia Alvarez - Marketing Director - Bodegas Coviñas, Spain
"A Gilbert & Gaillard International Challenge gold medal on a wine’s packaging is an objective recognition of our wines’ quality. It is a communicative value that assures consumers, based on industry experts’ experience, that the wine is of high quality, representing a specific terroir and is competitive against all international productions. When a consumer is faced with the challenge of choosing a wine without prior knowledge and only the information on the label, the Gilbert & Gaillard International Challenge medal is a guarantee of quality and a safe choice. "
Hong Kong is a competitive and fast-moving market where everything changes quickly. If you want to export your wines, it is crucial to choose the right partners and use all available channels such as the internet, retail outlets, and distribution. To connect with new consumers and stand out, taking a creative approach is essential. This includes using eye-catching and recognizable labels and launching targeted campaigns in collaboration with the restaurant and retail sectors.
Using Gilbert & Gaillard medals for wine exportation means leveraging an internationally recognized wine competition with a 35-year history. Want to register your wines? Log in to your winemaker space for access to our database of over 10,000 importers and distributors, including a specialized list of Hong Kong importers.
