Asian Wine Trends

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Asian Wine Trends

“🍷 Let’s talk wine! This survey explores how Millennials (1981–1996) and Gen Z (1997–2012), in Asia discover, enjoy, and think about wines, drawing attention on European wines- especially those from Spain. By sharing your experience, from your first taste to your current favourites, will help assess key factors such as awareness, tasting experience, perceptions, taste recall, and what captures the level of interest and taste buds of today’s new generation of wine drinkers.”

Your Privacy Matters

Your opinions can help shape the next generation of wine experiences.

Your answers are anonymous and will only be used in summary form — no names, no personal details.The data collected will be used solely for research purposes and may be analyzed in aggregate form (grouped data) to ensure individual anonymity.

It’s voluntary — you can skip any question or stop anytime.

By continuing, you confirm you’re of legal drinking age in your country and agree to take part.

1. Age Group

18- 20

21–25

26–30

31–35

36-40

41-44

Clear selection

2. Gender

Male

Female

Prefer not to say

Clear selection

3. Country/ Region

4. Employment Status. (Select the best option that best describes your current situation)

Employed/ Full-time / Part-time

Freelancer / Self-employed

In a gig or project-based job

Student (college or university)

Recent graduate / looking for work

Between jobs / currently unemployed

Self-employed/ on Commission basis

Homemaker or caregiver

Other:

Clear selection

5. Which best describes you?

I’m Gen Z (aged 18–27) new to wine, have tried it rarely, just starting to explore

I’m Gen Z (aged 18–27) drink wine occasionally e.g. on formal occasions or celebrations

I’m a Millennial (aged 28–44) casual wine drinker, about 2x/3x a month on informal settings

I’m a Millennial (aged 28–44) drink wine frequently often with meals and part of lifestyle

Other:

Clear selection

6. What type of wine do you prefer? (Select 2 that apply)

Red wine

White wine

Sparkling Wine

Rosè

Fortified wines (liqueur, dessert wines)

I don't have a preference

7. How much are you willing to spend on a bottle of imported wine?

Under Euro 6.75/ $8 (₱450 / ¥1,200 / ₩11,000/ S$10.00)

Euro 6.75 - 13/ $8–15 (₱450–₱850 / ¥1,200–¥2,200 / S$10.00 - S$10.45 / ₩11,000–₩21,000)

Euro 13- 21 / $15–25 (₱850–₱1,400 / ¥2,200–¥3,700/S$10.45–S$32.45/ ₩21,000–₩35,000)

Over Euro 21 / $25 (₱1,400+ / ¥3,700+ / S$32+/ ₩35,000+)

I don’t usually buy wine myself

8. Among the following wine producing countries, which do you feel are the most well-known or visible in your country or social circles?

1 = most popular, 2 = moderately popular, 3 = least popular in order of popularity, in your country/region)

A. “Old World = Traditional European wine countries

France

Italy

Spain

Germany

Portugal

Clear selection

B. “New World = Modern wine producing countries outside Europe;

1= most popular, 2 = moderately popular, 3 = least popular, in order of popularity in your country/region)

USA ( California, Oregon)

Australia

Chile

South Africa

New Zealand

Argentina

Clear selection

9. What influences your decision most when choosing/ buying a bottle of wine?

(Select 3 that apply)

Quality wine, good value for money/ within my budget

Interactive and Smart Labels (QR/ NFC/ AR)

Endorsed by influencers or frequently seen in social platforms

Country of origin (e.g., France, Spain, Australia, etc.)

Grape variety (e.g., Merlot, Chardonnay)

Authentic brand that has an interesting story i can connect to, over luxury branding

Low alcohol content or health concerns

Eco-friendly wine (organic, sustainable, or biodynamic certified)

Wine awards from wine competitions or high scores from experts/critics

Wine shops promotions or Wine clubs offering (convenience and value mindset)

I don’t usually choose wine — someone else does

Other:

10. What flavor profiles usually appeals to your personal taste? (Select 3 preferences)

Light to sweet & black/red fruits

Floral, herby, spicy

Tropical fruits, citrus, stone fruits

Jam, candied, chocolate, spices

Honey & crisp, nutty, creamy

Dried fruits, leather, coffee, earthy, tobacco

I’m still exploring

I don’t know the difference

I’m still figuring out my taste

11. When it comes to palate, which taste profile do you prefer most?

A. WHITE WINE

(Select 2 that best matches your vibe or taste)

• Sweet – Fruity, juicy, and easy to drink (e.g., Moscato, late-harvest wines)

• Off-Dry – Slightly sweet with a soft, smooth finish (e.g., some Rieslings, Pinot Gris)

• Dry – Crisp and clean with little to no sweetness (e.g., Sauvignon Blanc, Albariño)

• Full-Bodied – Richer, creamy texture, sometimes with oak influence (e.g., oaked Chardonnay)

• I’m not sure — I haven’t tried enough white wines yet

• I don’t enjoy white wine

B. RED WINE

(Select 2 that best matches your vibe or taste)

Light-Bodied & Fruity – Easy to drink, fresh, low tannins (e.g., Pinot Noir, Gamay)

Medium-Bodied & Smooth – Balanced, soft tannins, versatile (e.g., Merlot, Sangiovese)

Full-Bodied & Bold – Rich, intense, higher tannins (e.g., Cabernet Sauvignon, Syrah)

Dry & Earthy – Complex, less fruity, more herbal/spicy (e.g., Tempranillo, Nebbiolo)

Sweet Red – Fruity and soft, sometimes sparkling or chilled (e.g., Lambrusco, sweet blends)

I’m not sure — I haven’t explored red wines enough

I don’t enjoy red wine

C. SPARKLING WINE

(Select 2 that best matches your vibe or taste)

Sweet & Fun – Light, fruity, and easy to sip (e.g., Moscato d’Asti, Demi-Sec styles)

Off-Dry & Balanced – Just a hint of sweetness with freshness (e.g., Prosecco, Extra Dry)

Brut / Dry & Crisp – Clean, dry, and zesty — great with food (e.g., Champagne Brut, Cava)

Bold & Complex – Toasty, rich, elegant — more for special occasions (e.g., Vintage Champagne

Rosé Sparkling – Light pink bubbles, fruity and fun (e.g., Sparkling Rosé, Rosé Prosecco)

I’m not sure — I haven’t explored enough sparkling wines yet

I don’t enjoy sparkling wine

12. Why might you choose NOT to buy wine? (Select 3 that apply)

It’s too expensive compared to other drinks

Wine is often perceived as too formal or snobbish/ only for the social class

I don’t enjoy the taste

I prefer other alcohol and RTD alternatives drinks (e.g., beer, cocktails, soju, etc.)

It's not something my friends or peers drink

I don’t know enough about wine to feel confident choosing one

Wine feels only “for older people”

Inconvenience and feels impractical for casual gatherings (single-serving packaging)

Healthy- conscious lifestyle

I worry about wine not pairing well with Asian food

Other:

13. What taste characteristics do you usually dislike in wine? (Select 3 that apply)

Too sour or acidic

Too bitter or tannic (drying sensation in the mouth)

Too sweet or syrupy

Tastes too strong or alcoholic

Tastes too earthy or “old-fashioned”

Too dry / not fruity enough

Aftertaste is unpleasant

Not refreshing

It’s an acquired taste

I don’t know enough to tell

I generally don’t like the taste of wine

Other:

14. “What would turn you into a Wine Fan"?

(Select 5 that apply)

Smooth, fruity, or fun-tasting wine flavor that doesn’t feel “too strong”

Bold, complex taste that lingers in the mouth

Packaging & Branding - labels that reflect personality & are visually shareable in social media

Affordable & Good Value- willing to trade up but expect reasonable pricing relative to quality

Know what I’m sipping – Wine made simple/quick facts on flavor, origin, and how to enjoy it

Health benefits – Natural ingredients, antioxidants, or low-alcohol options

Authenticity, & Sustainability -clear sourcing, eco-friendly , ethical alignment in production

Recommendations from friends or influencers – If someone I trust says it’s good

Fun Social or Experiential Settings - wine tastings, music. in an informal social settings

Accessible Formats & Experiences pours, tasting flights, and low‑entry price options

Social Image -wine that feels modern, inclusive, and non‑elitist boosts appeal among younger drinkers.

I don’t drink alcohol at all

Other:

15. How familiar are you with Spanish wines?

Very familiar — I regularly drink them

Somewhat familiar — I’ve tried a few

Heard of them, but haven’t really tried

16. How did you first encounter Spanish wine?

At a restaurant or bar

In a wine-tasting or event

A gift from someone

Bought it while shopping out of curiosity

Recommended by a friend or influencer

Social media platforms, digital/ visual/ content

While traveling or studying abroad

Other:

17. When you hear “Spanish wine,” what comes to mind first? (Brief answer)

18. Which of the following “Spanish wine styles”, are you familiar with or curious about? (Select 2 that apply)

Tempranillo (Red wine)

Garnacha / Grenache (Red wine)

Albariño (White wine)

Cava (Sparkling wine)

Sherry (Fortified wine)

None / Not familiar with any

Other:

19. Which of the following Spanish wine regions have you tried, familiar with or have heard of?
(Each region is paired with a popular wine it’s known for. Select 3 that apply)

Ribera del Duero – known for bold, intense red wines, mostly Tempranillo

Rías Baixas – home of Albariño, a crisp, aromatic, fresh white wine

Rueda – famous for Verdejo, a zesty white wine with citrus and herbal notes

Priorat – known for powerful, complex, full-bodied red blends, often Garnacha & Cariñena

Penedès – best known for fresh, bubbly Cava, Spain’s version of sparkling wine

Jerez / Sherry – famous for Sherry, a unique fortified (liqueur/dessert) wine in dry and sweet styles

La Mancha – a large region producing a variety of affordable red and white wines

I’m not familiar with any of these

20. For each packaging or labelling feature below, choose one rating from 1–5 to show how much it would motivate you to buy a bottle of Spanish wine?

1 – Not at all

2 – Slightly

3 – Neutral

4 – Very

5 – Extremely

Features:

Award medals or wine scores on the label (e.g., 90+ points, Decanter, Wine Enthusiast)

Modern, aesthetic label design (clean, stylish, or Instagram-worthy)

Clear, simple description of taste and food pairings (no wine jargon)

Fun, casual label messaging (humorous names, Gen Z tone, relatable phrases)

QR code or digital content (quick links to wine info, AR label, or pairing guide)

Cultural regional storytelling (e.g., highlights from Rioja, Rueda, or heritage notes)

Convenient serving formats (mini bottles, wine in cans, screw caps)

Award medals or wine scores on the label (e.g., 90+ points, Decanter, Wine Enthusiast)

Modern, aesthetic label design (clean, stylish, or Instagram-worthy)

Clear, simple description of taste and food pairings (no wine jargon)

Fun, casual label messaging (humorous names, Gen Z tone, relatable phrases)

QR code or digital content (quick links to wine info, AR label, or pairing guide)

Cultural regional storytelling (e.g., highlights from Rioja, Rueda, or heritage notes)

Convenient serving formats (mini bottles, wine in cans, screw caps)

21. "Are you interested in learning more about wine and trying different varieties?"

Yes, very interested

Somewhat interested

Not interested

You just put your stamp on the future of European wines. 🙌 Your voice matters, and your style inspires us. Your vibe fuels our next pour—and your insights are the secret sauce to our next iconic vintage

"Thanks for helping us mix old-school vibes with fresh ideas. 🍷 Here’s to what’s next—tastings you can’t skip, flavours that slap, and moments worth posting."

"You just uncorked the future. 🍷 Stay thirsty!"

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