ASIA’S EMERGENCE IN GLOBAL BEVERAGE MARKETS: THE RISE OF WINE

Abstract

Asia’s alcohol consumption and its retail expenditure on each of beer, distilled spirits and grape wine have more than doubled so far this century. In the process, the mix of beverages in Asia’s consumption of alcohol has been converging on that of the west as wine’s share rises. Since Asia’s beverage production has not kept up with its expansion in demand, imports net of exports are increasingly filling the gap — especially for wine. This paper analyzes trends in consumption and imports for the region and for key Asian countries, and provides projections to 2025 using a new model of global beverage markets.