The Asian Demand Report · Edition 1
What Asia pays per litre
Two Asian markets are usually named in the same breath. Their governments publish enough to show they are not the same market at all — and the difference is worth real money to an exporting estate.
7 September 2026 · Hong Kong June 2026 · Singapore July 2026
How to read this
Most reports about Asian wine demand are either sales copy or a guess dressed as data. This one keeps three kinds of statement apart and labels every one of them.
- Observation
- A figure a government published. Every one is linked at the bottom, and you can check it without trusting us.
- Platform data
- What MyVinoSource itself sees. Today that is almost nothing — the platform is new and no estate has yet recorded a completed introduction. We would rather print that than invent a number.
- Trade read
- One person's judgement, with their name on it. Disagree with it freely; it is not dressed up as arithmetic.
The same wine is worth more in Singapore
Divide a country's share of a market's import volume by its share of that market's import value and you get a single number for what its litres are actually worth on arrival. Below one means better than the market average. Above one means worse.
Italian wine scores 4.73 in Hong Kong and 1.8 in Singapore. Per litre, it does 2.63 times better in Singapore.
| Origin | Hong Kong | Singapore | Singapore advantage |
|---|---|---|---|
| Italy | 4.73 | 1.8 | 2.63× |
| USA | 0.74 | 0.49 | 1.51× |
| Spain | 3.53 | 2.36 | 1.5× |
| Chile | 7.93 | 5.48 | 1.45× |
| New Zealand | 3.98 | 2.91 | 1.37× |
| Australia | 1.92 | 2.18 | — |
| France | 0.47 | 0.7 | — |
5 of 7 origins do better per litre in Singapore. Australia and France are the exceptions, and France is the interesting one: it takes a larger share of Singapore's value — 77.73% against 64.96% — while commanding a smaller premium over the market it sits in.
Hong Kong, June 2026
| Origin | Value | Volume | Ratio | Per litre |
|---|---|---|---|---|
| France | 64.96% | 30.6% | 0.47 | Above the market average |
| Australia | 14.98% | 28.73% | 1.92 | Below the market average |
| USA | 11.69% | 8.61% | 0.74 | Above the market average |
| Italy | 2.3% | 10.87% | 4.73 | Well below the market average |
| New Zealand | 1.43% | 5.69% | 3.98 | Well below the market average |
| Chile | 0.87% | 6.9% | 7.93 | Well below the market average |
| Spain | 0.79% | 2.79% | 3.53 | Well below the market average |
| Chinese Mainland | 0.64% | 1.06% | 1.66 | Below the market average |
| Germany | 0.36% | 1.26% | 3.5 | Well below the market average |
A barbell. France takes almost two thirds of the money on under a third of the litres; almost everything else arrives cheap. Chile at 7.93 is the clearest case — nearly 7% of the volume for under 1% of the value.
Singapore, July 2026
| Origin | Value | Volume | Ratio | Per litre |
|---|---|---|---|---|
| France | 77.73% | 54.41% | 0.7 | Above the market average |
| Australia | 13.68% | 29.86% | 2.18 | Below the market average |
| Italy | 3.13% | 5.62% | 1.8 | Below the market average |
| New Zealand | 1.24% | 3.61% | 2.91 | Below the market average |
| USA | 1.09% | 0.53% | 0.49 | Above the market average |
| Spain | 0.75% | 1.77% | 2.36 | Below the market average |
| Portugal | 0.26% | 0.45% | 1.73 | Below the market average |
| Chile | 0.25% | 1.37% | 5.48 | Well below the market average |
| South Africa | 0.18% | 0.84% | 4.67 | Well below the market average |
Flatter. France is even more dominant by value, but the rest of the table sits closer to the middle rather than at the bottom.
Which way Hong Kong is moving
Year on year, against the same month in 2025.
| Origin | Volume | Value |
|---|---|---|
| Italy | +36.07% | -8.67% |
| New Zealand | +41.96% | +25.51% |
| Australia | +17.07% | +150.6% |
| France | -28.26% | +52.2% |
| Spain | -38.22% | -16.37% |
| Chile | -14.34% | -12.92% |
Italy is the line to sit with: 36% more wine arrived and it earned 8.7% less. More litres, less money.
What we can see ourselves
Almost nothing, and that is the honest state of it. MyVinoSource opened this year. No estate has yet recorded a completed introduction, so there is no outcome data to report and none is invented here. Later editions will carry what buyers on the platform actually asked for, at what price band, in which market — the part no government publishes.
What I would do with this
I buy wine in Hong Kong, so start with the uncomfortable part. Hong Kong is not the premium market a European estate imagines. It is a premium market for France and a discount market for nearly everyone else. If you are Italian, Spanish, Chilean or from New Zealand and your plan is to be positioned properly in Asia, Hong Kong is the harder room, not the easier one.
Singapore looks like the better first stop on these numbers, and I think it genuinely is — but not because buyers there are more generous. It is a smaller, more concentrated trade where a handful of importers cover the market, so a wine that gets placed gets placed properly rather than being dropped into a price war.
The Italian line is the one I would put in front of any producer choosing where to spend an export budget. Thirty-six per cent more volume and less money for it is not a market rewarding you for growing. It is a market absorbing whatever it can buy cheaply. The estates doing well out of Asia this year are not the ones shipping more.
One caveat I would want if I were reading this: these are national averages over one month. They tell you what a market pays for wine from your country. They do not tell you what it will pay for yours.
— Anthony Yau, MyVinoSource
Sources and method
- Hong Kong, June 2026: Hong Kong wine trade statistics, DATA.GOV.HK
- Singapore, July 2026: Merchandise trade by commodity and market, SingStat
Shares are as published. The ratio is ours, derived by dividing one published share by the other — no other adjustment is applied. Figures are frozen at publication so this document cannot drift; the live tables are at Hong Kong and Singapore.
The two months differ because the two governments publish on different schedules; each is the most recent available at publication. We took no payment from anyone to write this and nothing in it is sponsored.
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