On June 17th, we have met with students from Hong Kong University in Paris and presented this introduction to the Hong Kong wine market. Since 2008, Hong Kong has emerged as a dynamic and strategic hub for the global wine trade. When the government abolished all import duties on wine that year – reducing taxes from 40% to 0% – it signaled a clear ambition to become Asia’s premier wine trading center. This landmark decision, partly driven by the city’s role in hosting Vinexpo Asia, transformed the landscape for French wine exporters. Today, Hong Kong is not only one of the most important re-export platforms for French wine, but also a barometer of high-end wine consumption trends across the Asia-Pacific region and beyond.

The British Legacy: A Foundation for Wine Culture

Hong Kong’s deep affinity for wine has its roots in its colonial history. Under British administration for over 150 years, the city developed a taste for European – particularly French – wines, which were considered symbols of sophistication, tradition, and global prestige. British wine merchants, many of whom had longstanding ties with Bordeaux and Burgundy, played a crucial role in establishing a structure of wine appreciation and trade that mirrored the systems in London and Europe.

This British legacy lives on in several ways. English remains the lingua franca of wine business in Hong Kong. Many of the city’s leading distributors and auction houses have their origins in British firms or models. The culture of wine auctions – a hallmark of the British wine scene – flourishes in Hong Kong, with global houses like Sotheby’s and Christie’s choosing the city as their Asian headquarters for fine wine sales.

Furthermore, wine education is heavily influenced by the UK model. The Wine & Spirit Education Trust (WSET), headquartered in London, is widely taught in Hong Kong and is considered the gold standard for wine knowledge among professionals and consumers alike. This educational infrastructure has fostered a generation of knowledgeable sommeliers, collectors, and consumers who view French wine through a lens shaped by British connoisseurship.

French Wines: Leading the Market

France has long been the dominant supplier of imported wines to Hong Kong, both in terms of volume and value. Bordeaux remains the most popular French wine category, thanks to its reputation, aging potential, and the strong branding of its classified growths. Labels such as Château Lafite Rothschild, Château Margaux, and Château Latour are familiar to Hong Kong collectors and investors alike.

However, the market is gradually diversifying. Burgundy wines have gained considerable traction, driven by their scarcity and the rising prestige of domaines such as Domaine de la Romanée-Conti and Domaine Leroy. Burgundy appeals to a growing number of experienced collectors and younger consumers who seek terroir-driven expressions and elegance over power.

Champagne also holds a strong position, particularly in luxury hospitality and gifting contexts. Iconic maisons such as Moët & Chandon, Dom Pérignon, and Krug enjoy robust visibility, but there is also increasing interest in grower Champagnes and organic or biodynamic producers.

Emerging French regions are starting to gain a foothold as well. Wines from the Rhône Valley, Loire, Alsace, and Languedoc-Roussillon are appreciated for their quality-price ratio, and many Hong Kong sommeliers are working to promote lesser-known appellations in fine dining environments.

Natural wines, a growing global trend, are also making inroads. Urban consumers and younger wine drinkers are increasingly curious about organic, biodynamic, and low-intervention wines from France. Bars and restaurants in Central and Sheung Wan now offer curated selections of such wines, appealing to a niche but expanding audience.

What Asian Consumers Want

The broader Asian market that Hong Kong serves has a distinct palate shaped by cultural norms, cuisine, and status-driven consumption. In Mainland China, wine is often associated with business, gifting, and social prestige. This creates strong demand for high-end labels, particularly Bordeaux Grand Crus Classés and top Burgundies.

Consumers in Taiwan and Japan tend to be more exploratory and value-driven, showing greater openness to diverse French regions and styles. South Korean wine lovers are drawn to trends and tend to favor sweet or sparkling wines initially, before moving on to drier and more complex profiles.

In Hong Kong itself, the consumer base is extremely diverse. Expats, tourists, local elites, and a growing middle class all contribute to wine demand. There is a visible split between traditional high-end consumers – who favor Bordeaux and Champagne – and younger buyers who seek new wine experiences and are willing to experiment.

In terms of wine formats, red wines dominate, accounting for around 80% of French wine imports. However, there is a growing market for white wines, particularly Chardonnay and Riesling, driven by the food-pairing needs of Asian cuisine. Rosé is also on the rise, especially during the summer months and for outdoor events and lifestyle branding.

The Distribution Landscape in Hong Kong

The Hong Kong wine market features a robust and sophisticated distribution system. Key players include:

• Watson’s Wine: The largest wine retailer in Hong Kong, with over 20 outlets. It offers a broad portfolio of French wines and serves both retail and corporate clients.
• ASC Fine Wines: A leading importer in Greater China with a strong focus on French wines, particularly Bordeaux and Burgundy.
• Jebsen Fine Wines: A major distributor working with hotels, restaurants, and private collectors. They carry high-end French brands and offer storage and consultancy services.
• Ponti Wine Cellars: Specializing in fine wines with a strong online and retail presence.
• Berry Bros. & Rudd: One of Britain’s oldest wine merchants, with a strong Hong Kong base catering to collectors and institutions.
• Corney & Barrow: Distributor of exclusive Burgundy domains, with deep expertise in fine wine sourcing and logistics.
• All these wine distributors have British origins and main offices in Europe, more likely in London.
• Link Concept is a also a famous Family wine estate distributor in Hong Kong and Macao. The owner is a Deutsch HongKong family, the distribute fine wines like Chateau Pontet Canet or Champagne Louis Roederer.
• One Chinese company for fine wine distribution is called after a British name : Mayfair, it is a private club for wealthy Chinese clients, the General manager is the former Alain Ducasse sommelier in Hong Kong : Pierre Legrandois who spent more than 20 years in Hong Kong.Some Champagne distributors are trying to increase the Champagne image and sales but only 2 millions bottles of Champagne are sold in China.
  Some other champagne houses have their representatives in Asia, Champagne Martel is in Singapore and sales 600.000 botlles of Champagne in 10 Asian countries.
  Champagne Taittinger has his Asian office in Ho Chi Minh City in Vietnam, life is cheaper and they can fly in Hong Kong very often.

In addition to these, numerous niche importers focus on natural wines, boutique estates, and organic producers. Many of these distributors collaborate closely with sommeliers and chefs to curate wine lists for Michelin-starred restaurants and trendy wine bars.

Online wine retailing is also growing rapidly, particularly since the COVID-19 pandemic. E-commerce platforms like MyiCellar and The Fine Wine Experience have gained traction, offering curated selections, virtual tastings, and home delivery.

Hong Kong as a Wine Hub for Asia and Beyond

One of Hong Kong’s most strategic advantages is its role as a logistics and distribution hub. With no import duty, an efficient customs process, and a world-class logistics infrastructure, the city serves as a central node for re-exporting French wines to Mainland China, Macau, Taiwan, South Korea, Singapore, Malaysia, Cambodia, Nepal … and even the United States.

The re-export function is particularly valuable in dealing with the complex and fluctuating regulatory environment in Mainland China. Many Chinese importers and buyers prefer to purchase wines through Hong Kong, where provenance is more easily verified, storage is controlled, and transactions are transparent. Wines can be stored in bonded warehouses – such as Crown Wine Cellars and Wine Vault – for extended periods, allowing for just-in-time delivery.

Moreover, Hong Kong’s time zone, language proficiency, and financial infrastructure make it an ideal point for global trading. Wine investors from North America and Europe often store their portfolios in Hong Kong, while Asian buyers use the city as their main sourcing point. The secondary market is highly developed, with regular auctions and private sales offering access to rare vintages and investment-grade wines.

Vinexpo Asia and Market Promotion

Vinexpo Asia has played a critical role in shaping Hong Kong’s position as a global wine capital. Since its launch in the early 2000s, the event has brought together thousands of producers, distributors, importers, and sommeliers from across the region. The government’s willingness to remove wine taxes in 2008 was directly tied to retaining this prestigious international trade fair.

Vinexpo, alongside events like ProWine Asia, Hong Kong Wine and Spirits Fair and Hong Kong Wine & Dine Festival, has helped position the city as a thought leader and trendsetter in the wine industry. These fairs provide invaluable networking opportunities and allow French producers to meet Asian buyers face-to-face, build brand presence, and understand market trends.

In addition, the French Trade Commission (Business France) and regional wine boards (such as those for Bordeaux, Burgundy, and the Rhône) play an active role in organizing tastings, seminars, and promotional campaigns aimed at building awareness and brand loyalty among Asian consumers.

Looking Ahead: Opportunities and Challenges

While Hong Kong remains a beacon for French wine exporters, the market is not without challenges. Political instability in recent years has led to fluctuations in consumer confidence and retail activity. The pandemic disrupted the on-trade channel, which is central to wine sales, and raised logistical complications for importers and exporters alike.

There are also longer-term structural shifts. Younger consumers are drinking less but are more curious about quality and sustainability. Health trends, environmental concerns, and evolving palates are changing how wine is marketed and consumed.

Nevertheless, the fundamentals remain strong. Hong Kong’s free-port status, mature infrastructure, and regional connectivity give it a unique edge. For French wine producers, the key lies in adapting to new trends while maintaining a strong narrative around tradition, terroir, and authenticity.

As a Conclusion

Hong Kong is more than just a high-value export market for French wines—it is a strategic, cultural, and logistical gateway to Asia and the world. With a deep-rooted wine culture, a thriving auction and retail scene, and unmatched connectivity, the city offers immense opportunities for French producers who understand its complexities and capitalize on its strengths. As global wine dynamics evolve, Hong Kong’s role as a premium, trusted hub for French wine is likely to remain central for years to come.

This presentation was published on June 17th, 2025.