Western wine descriptions; lost in translation

Asian consumers struggle to understand traditional Western wine language
by Suzannah Ramsdale of Decanter


Asian consumers struggle to grasp traditional Western wine descriptions, says Jeannie Cho Lee MW.


Writing in this month's Decanter, Cho Lee explains that wine writers need to discover new ways to communicate with Asian wine drinkers, but that it may take two generations to come up with a language that is relevant and meaningful to Asian wine lovers.


The traditional Western language of wine has been subject to inaccurate translations and means little to many Asian consumers, according to Cho Lee.

When it comes to the Asian palate there is a need for more familiar reference points which relate to their cuisine and dining habits.

For example, wine drinkers in Japan, Hong Kong and Singapore appreciate the subtle elements in mature fine wines, which share the same restrained characters as some of the most-sought after ingredients in Asia such as sea urchin, Kobe beef and shark's fin.

Similarly, the tolerance level for tannins varies depending on whether the consumer is a regular drinker of tea or bitter vegetables such as ginseng and radish. For those people, full-bodied tannic red wines are extremely enjoyable.

Cho Lee points out that while wine drinkers in the West may describe a Shiraz as having notes of black pepper, liquorice, game and bacon fat, Asian consumers will refer to Tandoori spice, roasted goose or char siu (barbecued pork).

See the full article in the June issue of Decanter magazine – Subscribe here

Hong Kong quickly growing into global wine hub

Hong Kong is on track to become the premier wine hub of the Asia-Pacific region, thanks in large to the elimination of import duties last February, 2008.

The Special Administrative Regional Government of Hong Kong decided to do abolish the duty in hopes of encouraging wine imports and creating jobs in sales, marketing, storage and logistics.

Singapore which can be argued currently holds the title as Asia's wine hub is going to have to adapt to the arrival of new comer, Hong Kong, which has aspirations develop its own capacity to serve countries throughout the region, including countries in SE Asia which Singapore currently serves.

Since abolishing the duty, U.S Department of Commerce figures show that wine exports from the U.S alone rose by more than 500% year-on-year (Feb 2008-09).

Global wine imports reached $370 million in 2008, also clocking in impressive year-on-year growth of nearly 80%.

"Hong Kong has been a top three export market for U.S. wines ever since," California Wine Institute regional director for emerging markets Eric Pope said while speaking during an event held at the Culinary Institute of America in Napa Valley where John Tsang, Financial Secretary for Hong Kong's Regional Government had gone to promote Hong Kong as a wine market hub.

He added that their vision was to make Hong Kong the platform for getting wine into other regions and for promoting wine market growth throughout Asia (click here to access a great article on this topic from the Indian Wine Academy).


It is clear global trade patterns in the wine industry have changed dramatically over the past few years. The simple scratching of duties in Hong Kong alone has had a dramatic effect on the wine markets in Asia. As India and China work to develop their own wine industries, as more places like Hong Kong open up to making trade easier and as the United States, Australia and New Zealand work to increase their market share--wine markets will again change quite dramatically.

As professionals in the industry it is up to us to keep up to date with the changes that and to constantly adapt our business plans and marketing strategies to cater to the ever changing tastes of consumers around the world.

Wine markets in Southeast Asia

Southeast Asia is home to many consumers with rising levels of income. When income rises and a given society modernizes or evolves so do its tastes and preferences.

This is currently going on in the greater Asia region as we speak. Add the extra element of a ever more interconnected global economy and the pace of change is truly incredible.

Singapore, Malaysia, Thailand and Vietnam have a combined population of roughly 180 million people. These countries represent a diverse mix of different elasticities, levels of development and traditions.


Malaysia -- For instance the majority of Malaysians are Muslims who in accordance with their religious practices do not drink any alcohol. However even in this context a great potential wine market exists.

For starters Malaysia is home to about 28 million people, of which 2/3 are Muslim and therefore do not drink alcohol. The remaining 1/3 still presents a sizable market of about 8-9 million people, greater than the combined markets of Singapore and Hong Kong, two already very developed wine markets.

Second, ethnic Chinese in Malaysia are unarguably one of the wealthier segments of Malay society and are also coincidentally the largest consumers of wine in Malaysia. As members of the upper-echelons of society they unknowingly serve as status symbols for people to emulate as they aspire to move up the social latter.

This great article I have just stumbled upon at the China Wines Information Website, shares some good statistics.

Singapore -- Wine market breaks down as follows: 10% sparking wine, 65% red wine, 25% white.

Thailand -- According to the New Zealand government which published these statistics, consumers in Thailand lack detailed knowledge about wines and have a unfounded, preconceived notion that the only "real" wine is red wine. At the moment wine makes up about 20% of the alcohol consumed in Thailand every year. About 83% of the wine consumed in red. A major challenge for those trying to break into the Thai market will be educating the consumer about white wines, which in many instances would accompany Thai foods better than red wines.

Vietnam -- Most Vietnamese do not drink grape wines because they have yet to acquire a taste for it. Wine is a relatively new product to the average Vietnamese person. Therefore most wine demand within Vietnam comes from expatriates, tourists and a few Vietnamese of the upper classes who have acquired a taste for it.

The importance of using Singapore as a hub for serving all these wine markets is highlighted in this article from New Zealand.

"It is important for New Zealand wine exporters to consider leveraging on Singapore's position as a regional distribution hub for wines by developing partnerships with distributors who have strong regional distribution networks."

Wine producers pin hopes on China in tough times -- AP

Wine producers are pinning their hopes for growth during the financial crisis on a country that only recently entered the ranks of the world's top ten wine drinking countries -- China.

Wine bars and specialty wine stores have flourished in Shanghai, which prides itself of being the nation's most cosmopolitan city, and have quickly become part of the landscape.

"More and more people are coming through the door, especially after a dinner with friends," said Marc-Antoine Malia, head of sales and marketing for Enoteca, a small chain of wine bars in Shanghai and Beijing.

No longer a luxury just for foreigners, wine has become a status symbol among China's fast-growing middle class.

"China was one of the ten biggest wine consumers in 2008 and should be ranked number seven by 2012," said Xavier de Eizaguirre, president of Vinexpo, the world's biggest wine and spirits exhibition, which takes place in Bordeaux in southwest France.

Wine for Asia (WFA) 2009 -- Singapore wine exhibition from Oct 22-24

Wine For Asia (WFA) 2009, the most comprehensive international wine exhibition in the region, returns to Singapore from 22 – 24 October 2009 with the promise of another bumper event.

An exciting exposition that help you expand your footprint into Asia’s burgeoning wine market, WFA 2009 offers a one-stop opportunity to keep abreast of the latest wine offerings, complete with a myriad of first-class business, educational and networking opportunities and lifestyle pursuits. Exhibitors and visitors can look forward to three days of non-stop business, networking and learning opportunities.

Come feel the pulse of wine business in the fast-changing wine scene in Asia!

Click here for more information on Wine for Asia 2009!