The Singporean wine market - an overview

• Singapore does not have a local wine production sector, so all wine is imported
• Based on the imports and re-exports of wine on average there are around 17 million litres (or 2 million 9-litre case equivalents) in Singapore for consumption each year  
• According to Wine Intelligence, around 52% of the adult population drink wine at least twice a year  
• They are more likely to be male, (58%) and more than half are aged between 35 to 54 years (57%)  
• Red wine is the most dominant style of wine consumed and this is in line with Australian wine exports with 61% of the volume red, with 37% white  
• While Singapore imports more French than Australian wines each year, Wine Intelligence reports that Singaporean semi-annual wine drinkers have a higher awareness of and have drunk Australian wine in the past six months  
• 31% of wine consumed in Singapore came from Australia in 2018, while only 18% consumed French wine (IWSR)
• Singapore semi-annual wine drinkers have a high to medium involvement with wine, but – with wine being an expensive commodity – higher proportions found cost savings by buying wine through more affordable channels like duty free and online
• They also look for promotional offers when choosing wines and find lower alcohol wines like Moscato more appealing
• Most alcoholic beverages in Singapore are sold through the more traditional on-trade channels  
• Locals are willing to spend over $100 for a bottle of wine at a party/celebration (25%) or with a formal dinner in a restaurant (31%)

Source: Wine Australia/Wine Intelligence