Demand in Asia has soared, and high-end spirits have become the new favorite in foreign trade

With the global consumption upgrade and the vigorous development of cross-border e-commerce, the foreign wine market is experiencing a new round of growth. According to the latest data, the global export value of spirits exceeded 42 billion US dollars in 2023. Among them, whisky, cognac, rum and other categories performed particularly well, and the Asian market has become the core engine driving growth.

Demand in Asia has soared, and China leads the consumption trend

The expansion of high-net-worth individuals in Asian countries such as China, Japan and India has driven a strong demand for high-end foreign wines. According to customs statistics, China's imports of spirits increased by 18% year-on-year in 2023, with single malt whisky and French cognac taking the dominant share. In addition, in emerging markets in Southeast Asia, young consumers in countries such as Vietnam and Thailand have shown a significant increase in interest in innovative cocktails and limited edition products, providing new opportunities for foreign trade enterprises.

High-end development and sustainability have become key words

International brands are vying for the market by offering limited sales, upgrading barrel aging techniques and adopting eco-friendly packaging. For example:

The Scotch Whisky Association has launched the "Sustainable Distillation Program" to attract environmentally conscious buyers.

The Caribbean rum brand enhances its premium capacity through the concept of "single Estate".

Due to its scarce production capacity, Japanese whisky has seen its auction prices repeatedly set new highs, making it a hot investment destination.

Foreign trade trends: Digitalization and customized services

Cross-border e-commerce and B2B platforms have become important channels for the trade of foreign wines. Overseas buyers pay particular attention to:

Origin certification (such as Scottish GI, French AOC mark);

Flexible minimum order quantity (MOQ) to accommodate small and medium-sized distributors;

Customized label and gift box services to meet the market demand for festival gifts.

[Expert Suggestion]

Foreign trade enterprises can focus on the following strategies:

Cooperate with well-known wineries or distilleries to enhance the stability of the supply chain;

Utilize social media platforms such as Instagram and TikTok to showcase brand stories and attract young customers.

Participate in international exhibitions (such as ProWein, Vinexpo) to expand the distribution network.

The trend of high-end and diversified development in the global foreign liquor market will continue to deepen. For foreign trade practitioners, accurately grasping regional preferences, compliant customs clearance processes (such as China's GB standards and EU labeling regulations), and differentiated marketing will be the keys to winning orders.