From the rise of China’s middle class to the promise of Southeast Asia’s fast-modernising consumer base, Rob Temple of Sinowine has not only tracked the shifts — he’s helped shape them. We sit down for an interview with Temple ahead of Vinexpo Asia 2025.
Few voices carry the weight and regional fluency of Rob Temple, Managing Director of Hong Kong-based consultancy Sinowine. With a wine career spanning over three decades — from managing brand strategy for ASC Suntory in Greater China to developing and executing multi-channel strategies for global giants such as Treasury Wine Estates, Constellation, and Domaines Baron Rothschild (Lafite) in this part of the world — Temple has seen Asia’s wine narrative evolve from tentative curiosity to a force shaping global trends.
As the global wine and spirits trade sharpens its focus on Asia ahead of Vinexpo Asia 2025 in Singapore, we checked in with Temple who would be presenting the session “YouGov Essential Consumer Consumer Insights on South Asia” alongside Philippe Chan, General Manager of leading global consumer survey and data company YouGov, at the premier wine-centric trade show where they’d be sharing a recent consumer survey that explored implications of wines and spirits consumer habits for brand owners, importers and trade.
In this interview, Temple shares sharp insights into the forces transforming the region’s wine landscape: from premiumisation and localisation to the complexities of connecting with Gen Z drinkers and the reality behind Southeast Asia’s emergence as wine’s next frontier. His perspectives offer an unflinching — and at times contrarian — view of where the wine trade in Asia is heading next.
You’ve managed wine and spirits portfolios across Greater China and Southeast Asia for decades. How have you seen consumer preferences evolve in these markets over the past ten years, and what’s driving that change today?
We live in extraordinary times. When I first arrived in Asia it was hard for me to imagine who might be drinking premium wines and spirits outside of Japan, Hong Kong and Singapore. Global trade has created enormous wealth in the region, in turn driving personal incomes and urbanisation. The phenomenal rise of China, of course, is the big story, and I have no doubt that premium wines and spirits will continue to thrive there when current economic challenges are resolved.
But also in Southeast Asia growing GDP directly corelates to rising consumption of alcohol – in Vietnam, for example, consumption has risen from 3 litres per person in 2000 to almost 10 litres today, its economy has grown 41% in the last 5 years alone. Today, 91% of Vietnam’s alcohol consumption is in beer, 8% in spirits and only 1% wine. But as with elsewhere in Asia, the vastly improved quality of importers, retailers and restaurant owners over the last 10 years has lifted the availability of wine in particular.
How do global trends translate to Asia? Take premiumisation, for example. Premiumisation continues to be a dominant trend globally — but how is it playing out in key Asian markets like China, Hong Kong, and Singapore, especially amid economic headwinds and rising living costs?
The negative impact of current economic challenges and geopolitical upheavals cannot be overstated in Asia, particularly in mainland China where consumer confidence has been severely shaken. It’s difficult to draw accurate conclusions on long term trends with such a backdrop.
However, concerns about health in general and financial belt tightening has seen consumers drink less but better in many markets. We are seeing a lot more white wine and sparkling wine consumed here, particularly in China, and I feel that rosé wines will soon catch on.
With your experience across both retail and brand strategy, how do you see the younger generation of drinkers — particularly Gen Z and millennials in Asia — influencing product development, communication strategies, and sales channels for wine?
Making wine the drink of choice among young consumers remains a challenge for the wine industry. However when you consider the level of youth unemployment today I believe the problem is as much one of affordability as it is one of taste. For example, of the 15-24 year-old age group in Asia, 16% of Chinese, 13% of Indians, 17% of Indonesians, 11% of Malaysians, nearly 9% of Singaporeans, 11% of Taiwanese, 7-10% of South Koreans are without a job. Those that are employed may not feel confident to spend on non-essentials, and particularly on unfamiliar ones.
But perhaps the most important issue is that, in a world awash with information, young drinkers may find wine pretentious or too complex to bother to get to know. It’s not that young people cannot handle complexity (they certainly can), but with the constant bombardment of online information and social media use it’s hard for wine to get a word in edgeways.
The message needs to be simplified. Young people are curious and that is a huge opportunity for wine producers to connect on their level. Wine should be fun.
China was once considered the golden goose of the global wine trade. How do you assess the current state of China’s wine market, and what signs, if any, point to a recovery or reinvention?
In my opinion, China still is the golden goose, as you describe it. I spend up to two weeks each month in mainland China and today I see as many wine drinkers there as I have ever seen. Not only that, there is a growing move towards buying wines that are personal to the tastes of individuals rather than buying big brand names. The increasing demand for white wines suggests to me a consumer that is maturing – buying on taste considerations alone.
When sense has returned to international trade and solutions are found for its challenging property market, China’s growing middle class and continued urbanisation will keep it at the centre of the global wine trade for decades to come.
How about other trends? We’re seeing a growing interest in indigenous varieties, alternative formats, and low-ABV offerings. Are these trends gaining traction in Asia, or is the region still anchored to traditional categories like Bordeaux, Burgundy, Champagne, and Napa?
The consumer that didn’t buy wine at its usual alcohol level is unlikely to buy a non-alcohol format, in my opinion, so the low-ABV category will take time to develop in the emerging markets of Asia. In more mature markets, such as Japan, the story is a little different, where women and an older generation in particular find this category appealing.
Wine producing regions such as Bordeaux, Burgundy and Champagne are themselves anchored in tradition and, for the most part, in quality. These attributes, with their generations of deep personal commitments to making fine wines, will always resonate with consumers.
However, there are great wines being made around the world these days. It’s an exciting time to be a wine drinker. Producers willing to travel and open bottles will be rewarded by enthusiastic buyers. In mainland China today we are seeing a surge of interest in Riesling and Chenin Blanc wines – popular for their ideal flavour profile and value for money. There are pockets of interest in organic wines, natural and orange wines, among regular wine drinkers.
Hong Kong has long been a wine gateway to China. With recent shifts in political and economic dynamics, does it still retain its influence, or are we seeing other regional hubs rise in importance — such as Shanghai or Shenzhen, or even further south to Singapore?
Judging by the import data both Singapore and Hong Kong are substantial hubs for trading wines and spirits in Asia. After direct shipments into mainland China became possible, Hong Kong’s significance diminished. However, with a duty-free market and ease of doing business Hong Kong is the favoured location for fine wine and auction houses in the Asia region. Collectors and consumers in South China in particular enjoy a door-to-door service from Hong Kong with an efficient road and rail link. Singapore and Hong Kong are also homes to many trusted professionals in the wines and spirits industry which elevates their hub status.
How do you see major global wine brands —Treasury Wine Estates, Constellation Brands, etc — adapting their strategies to stay relevant in Asia today? Are we seeing a shift toward localisation or hyper-targeted storytelling?
I’m grateful to Philippe Chan, the General Manager of YouGov, for kindly providing and extraordinary study of selected markets in Asia. The YouGov data we are presenting at Vinexpo Asia in Singapore on 27 May shows how brands are vital to consumers in their purchase consideration, even in relatively mature markets like Singapore.
Major global wine brands have paved the way for smaller producers to enter the market. They have the financial clout to stand up to the considerable marketing resources of beer and spirits brands. Supermarkets in particular across Asia are dominated by these wine brands for this reason.
Asia, of course, is not one market and it is important to speak to consumers in their language, linguistically and culturally. This is recognised by the bigger producers and we see an increasing amount of localised marketing programs.
Many believe Southeast Asia is the next frontier for fine wine. Are there specific countries or cities within the region that you feel are showing the most promise in terms of growth, sophistication, or consumer engagement?
I share the belief that Southeast Asia offers significant opportunities for the wines and spirits industry. Spirits producers are already enjoying those benefits of economic growth in the region and this is a return on their investments made here. The success of wine will depend on the time invested here by producers and trade organisations. I’m a strong believer in engaging in the markets at the consumer level and to growing communities of wine enthusiasts.
It’s important to make history in the mind of wine drinkers through memorable events and programmes. This applies to all markets and it is an activity that cannot be left entirely in the hands of importers and distributors however good they may be.
What are some of the biggest strategic blind spots you observe when Western wine and spirits brands attempt to enter or expand in Asia?
It is important to remember that Asia is not one market, and indeed, there can be considerable local differences within each country. Consumers in Beijing are different to those in Shanghai. Tokyo is different to Osaka, Hanoi is different to Ho Chi Minh City and Bangkok is different to Phuket, for example. Having local knowledge is vital.
There are also regulatory differences that may surprise brand managers – taxes on alcohol vary greatly, for example, so your US$10 FOB wine in one country my appear in different retail price category to another. Online wine sales in China are booming, but it is currently illegal to sell wine online in Thailand. These kinds of differences can make it challenging to implement a universal marketing strategy across Asia.
If there is one massive myth or misconception about the wine trade in Asia you’re most keen to debunk, what would it be?
Misconceptions can be avoided by being actively present in the market. There is no substitute to finding out first-hand what is happening on the street.
One issue that continues to surprise me is the regular appearance on wine labels claiming that the contents is “ideal with Asian food”.
Looking ahead to Vinexpo Asia in Singapore, what are the most critical conversations industry leaders should be having right now — and what are you personally most excited to explore or highlight at the show?
Vinexpo is a terrific place to catch up with fellow members of the trade and critically, to share the latest updates from around the region. We live in a dynamic region that moves at speeds not seen elsewhere in the World. Changes in trade, politics, economics, demographics, all with the potential to impact our business, need to be watched closely.
The Vinexpo Academy has some terrific speakers that are essential voices to be listened to. I am also pleased to co-present with Philippe Chan, the General Manager of YouGov the session “Essential Consumer Insights on South Asia”, where we will dissect a YouGov consumer survey conducted in March 2025 to explore implications of wines and spirits consumer habits for brand owners, importers and trade. The survey includes vital feedback relating to Wines & Spirits Consumption Trends, Wines & Spirits Shopper Behaviour, Perception Towards Wine and Wine Producing Countries, Hong Kong’s Relevance As The Gateway to GBA and China and specific enquiries into the Singapore, Thailand and Malaysia markets.
*Spirited Asia is an official media partner of Vinexpo Asia 2025. To find out more, visit vinexpoasia.com.
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