ProWein Launches Inaugural World Business Report for Singapore

The first ProWein World Business Report focused on Singapore has been unveiled, preceding the 6th edition of ProWine Singapore, scheduled from 21 to 24 April 2026 at Singapore EXPO. This report offers a thorough overview of market expectations and developments in the city-state’s dynamic wine and spirits industry. A presentation of the report was given by Dr Simone Loose, Geisenheim University, Professor for Business Administration of the Wine and Beverage Sector at the Hochschule Geisenheim University.

Conducted between August and September 2025, this significant study gathers insights from 138 respondents, including international producers and exporters from 17 countries. ProWein expects future editions of this report to broaden its database and provide more in-depth insights into Singapore’s continually evolving wine and spirits sector. 

“As one of Asia’s most sophisticated wine markets, Singapore combines a unique blend of tradition and innovation, “ says Renee Zhao, Director of Marketing and Communications ProWine Asia. “We are delighted to be able to offer Singapore’s wines and spirits industry a deep dive into the economics and emerging trends in this industry for the first time. ProWein looks forward to supporting the city state’s growth in this field with robust research and analysis, so that our annual report for Singapore will become an invaluable tool for the wine and spirits industry.” 

As part of the Wine and Spirits Asia Market Outlook 2025, a ProWein World Business Report Singapore Launch & Expert Dialogue was initiated and a wine panel consisting of the vino heavyweights in Singapore was conveyed as part of the discussion, to bring these results to fruition, and to discuss the issues, challenges and inspirational pathways forward in 2026.

The Panel Discussion: Charting the Future of Wine & Spirits in Asia was moderated by Aaron Kong, Publisher, Spirited Asia and the Panellists comprise of my good buddy, Nimmi Malhotra, Wine & Drinks - Writer & Judge, my bro" Gerald Lu, President, Sommeliers Association of Singapore, my good pal Tan Ying Hsien MW, Founder, Taberna Wine Academy and Lam Chi Mun, Keeper of the Quaich and Spirits Specialist

Emerging Growth Segments: RTDs and Low-Alcohol Wines Lead the Way

The report highlights emerging beverage segments set for substantial growth, especially ready-to-drink (RTD) products and low or no-alcohol wines. More than half of those surveyed expect these innovative categories to grow by at least 5% by 2026. Spirits and wine sales have a cautiously optimistic outlook, with 19% more participants predicting growth rather than decline. 

Interestingly, the market is experiencing a shift as Singaporean consumers increasingly choose premium and craft beers for leisure, while still wines and cider are perceived as having limited growth potential. 

Wine Trends and Opportunities: Sparkling Wines Gain Momentum, While Premium Wine Hub Strengthens 

Singapore, as one of Asia's most developed premium wine markets, stands out with its robust specialty retail sector. This structure is evolving, with boutique retailers anticipated to play a key role in the market's future, alongside the growth of e-commerce and alternative sales strategies. 

In the wine category, sparkling wine is expected to lead in growth, while traditional dry red wines remain popular. However, the increasing popularity of no- and low-alcohol wines and white wines reflects a dynamic shift in consumer preferences. Experts note a rising interest in lighter, easy-drinking wines, with a significant trend towards white wine consumption throughout Southeast Asia. 

Singapore's reputation as a leading wine hub is bolstered by the rising demand for artisanal products, supported by a strong specialty retail environment. By 2028, boutique wine and spirits retailers are anticipated to become the primary growth avenue, with e-commerce and live-streaming formats also gaining traction. Experts highlight three key areas for ongoing growth in the wine industry: attracting new consumers, enhancing consumer education, and increasing affordability in the face of economic challenges. 

Curiosity is seen as a major driver for new consumers in Singapore, with urban professionals keen to discover various wine styles and pairings. While wine continues to be viewed as a symbol of sophistication and status, there is a noticeable trend towards moderate consumption and health-conscious choices. Traditional tasting events and educational seminars are considered the most effective ways to engage consumers. Although digital platforms and social media are increasingly influential, the hands-on experience of tastings remains appealing to Singaporeans. 

To sustain growth in the wine industry, experts stress three main priorities: 

1. Attracting new consumers and broadening the audience base. 

2. Enhancing consumer understanding through wine and spirits education. 

3. Increasing affordability, reflecting a global move towards value-driven consumption amid economic uncertainty. 

Spirits Trends and Opportunities: Whisky Dominates as Gin Matures

In the spirits sector, opportunities are fueled by the sustained popularity of whisky, with two-thirds of industry experts predicting increased sales. Sake and white spirits are also gaining momentum, while gin seems to have reached its peak. Consumer preferences are reshaping the market, with a rising interest in ready-made and lower-alcohol options, especially as they become crucial elements in the growing cocktail segment. 

Confidence and Market Sentiment Remain Positive

The findings indicate a generally positive outlook among trade experts in Singapore, with 36% rating their current business situation as good or very good. An optimistic 63% foresee improvements in their company’s economic conditions over the next three years. Similarly, international producers share this optimism, with 42% rating their current conditions positively and 77% expecting further growth by 2028. This strong confidence underscores Singapore’s resilience as a key player in the global wine market. 

By 2026, Australia is projected to lead Singapore’s wine market, closely followed by France, which remains the dominant source of imports. Italy holds a solid third position, while New Zealand continues to gain importance due to the rising demand for its fresh, aromatic white wines. This diverse import structure highlights Singapore’s appeal to a wide range of wine origins, catering to diverse consumer preferences. 

Regionally, Singapore acts as a key import and re-export hub for Southeast Asia, but recent trends show that Thailand and Japan are emerging as the most promising markets for international producers. Taiwan and Vietnam also form a competitive second tier, reflecting a growing diversification of opportunities across Asia, as producers increasingly target these dynamic markets. 

For international producers, Singapore remains a strategic hub in Asia. Experts emphasize the importance of forging strong partnerships with local retailers and adapting strategies to navigate regional differences. However, challenges such as rising operational costs and growing price sensitivity among consumers due to inflation pose significant risks to Singapore’s high-cost market environment. 

“Singapore’s wine and spirits community is growing in confidence and creativity,” shares Beattrice J Ho, Project Director, ProWine Singapore. “The ProWein World Business Report: Singapore 2025 shows how collaboration and curiosity continue to shape the industry, and we are excited to help bring that spirit to life through ProWine Singapore, which returns in April 2026.” 

ProWine Singapore is jointly organised by Messe Dusseldorf Asia and Informa Markets, and is synergistically co-located with Food & Hospitality Asia. 

For more information, please visit https://www.prowine-singapore.com/