BIG MARKETS FOR ARGENTINE WINE: ASIA – AFRICA
Asia
Wine consumption throughout the Asian continent represents on average just over a fifth of the global volume consumed.
Young, light wine was the largest category in terms of value in 2020, followed by the sparkling wine category. Hypermarkets and supermarkets was the leading distribution channel in the Asia-Pacific wine sector, with a volume share of 26.8%, followed by food and other beverage.
South Korea has been identified as one of the countries with the best performance, going from the tenth position in volume consumed, to the second in a year. However, there are several major new drivers in the Asian market: the Philippines, Indonesia, Thailand, Malaysia and Vietnam, as a result of continued positive economic prospects as well as positive forecasts in long-term wine market volumes.
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África
Togo ranks first in terms of wine consumption, closely followed by Cameroon and Côte d’ivoire, each with 26%, 25% and 23%, respectively, of the country’s adult population.
In addition to marketing, cultural habits and religious beliefs seem to have some influence on the trend of increased wine consumption by women. A good example is South Africa and Kenya, where ads are heavily targeted at the female population.
