ProWine Singapore organised a media briefing and panel discussion on Nov 21 at The Nanson, ahead of the 6th edition of ProWine Singapore. PHOTOS: V.K. SANTOSH KUMAR
Singapore, 25 November 2025: Singapore’s wine and spirits industry is poised for dynamic transformation, as revealed in the inaugural ProWein World Business Report: Singapore 2025, launched ahead of the 6th edition of ProWine Singapore, which will be held from 21 to 24 April 2026 at the Singapore EXPO.
This first-of-its-kind report provides a comprehensive overview of market trends, consumer behaviour, and future outlooks, drawing insights from 138 wine and spirits professionals across 17 countries. Produced between August and September 2025, the report is expected to become a vital resource for the sector as it navigates rapid change.
“Singapore blends tradition and innovation like no other wine market in Asia,” said Renee Zhao, Director of Marketing and Communications, ProWine Asia. “This report marks the beginning of deeper research-driven engagement with Singapore’s vibrant wine and spirits ecosystem.”
Emerging Growth: RTDs and Low-Alcohol Wines on the Rise
The report highlights growing demand for ready-to-drink (RTD) products and low- or no-alcohol wines, reflecting evolving consumer preferences in Singapore. Over 50% of respondents anticipate at least a 5% growth in these categories by 2026, fuelled by a mix of health consciousness and curiosity among urban professionals.
While wine and spirits overall show cautious optimism, premium and craft beer are gaining ground as leisure staples. Conversely, still wines and cider are seen as having limited potential, prompting a shift in marketing and product strategy across the trade.
Wine Sector: Sparkling Wines and White Varietals Capture Attention
Singapore remains one of Asia’s most sophisticated premium wine markets, and this maturity is now being channelled into lighter, more refreshing styles. Sparkling wines lead growth expectations, while dry red wines retain popularity. However, the rise of white wines and low-alcohol options signals a broader shift toward accessible, health-conscious drinking.
Industry professionals also note the increasing influence of e-commerce, boutique wine retailers, and live-streaming platforms in shaping purchasing behaviour. These channels are expected to expand significantly by 2028, making digital innovation a cornerstone of market strategy.
The report pinpoints three strategic priorities to sustain growth:
* Attracting new consumers, especially younger, urban professionals.
* Enhancing consumer education through tastings, seminars, and wine school initiatives.
* Improving affordability, as value-driven consumption rises amid global economic uncertainty.
“Curiosity is a major driver,” the report notes. “Singaporeans are eager to explore new varietals, origins, and food pairings—especially when guided through in-person experiences like tastings.”
Spirits Sector: Whisky Leads, Gin Levels Off
On the spirits front, whisky remains dominant. 66% of experts expect increasing whisky sales, while white spirits and sake are also gaining traction. Meanwhile, gin appears to have peaked in its growth cycle, stabilising as a mature category.
Innovation is also being seen in cocktail culture, where pre-mixed drinks and lower-alcohol spirits are becoming key ingredients. These changes align with a broader consumer shift toward convenience, moderation, and health.
Optimistic Business Sentiment and Regional Potential
Confidence across the sector is strong. 36% of respondents rate their current business environment in Singapore as “good or very good,” and 63% expect better performance over the next three years. Among international producers, 77% foresee growth in the Singapore market by 2028, reaffirming the city-state’s role as a strategic Asian hub.
Key wine sourcing countries are led by:
*Australia, expected to dominate by 2026,
*France, maintaining its stronghold as a primary importer,
*Italy, holding steady in third place,
*And New Zealand, which is fast gaining popularity for its aromatic white wines.
This diverse sourcing landscape allows Singapore to cater to a wide range of consumer preferences, reinforcing its position as both a consumer market and a re-export hub for Southeast Asia.
On the panel were industry experts: Nimmi Malhotra, Wine & Drinks Writer and Wine Judge; Gerald Lu, President of the Sommeliers Association of Singapore; Tan Ying Hsien MW, Founder of Taberna Wine Academy and Singapore’s first Master of Wine; and Lam Chi Mun, Keeper of the Quaich and Spirits Specialist.
Singapore as a Regional Springboard
The report underscores Singapore’s significance beyond its borders. While traditionally a re-export centre, attention is now shifting to emerging Asian markets like Thailand, Japan, Vietnam, and Taiwan.
Producers are encouraged to form partnerships with local retailers, adapt to regional consumption behaviours, and prepare for the cost pressures associated with Singapore’s high-operational-cost environment. Price sensitivity among consumers, driven by inflation, is seen as a challenge that may shape strategy moving forward.
“Singapore’s wine and spirits community is growing in confidence and creativity,” said Beattrice J Ho, Project Director, ProWine Singapore. “The ProWein World Business Report shows how collaboration and curiosity continue to shape the industry—and ProWine Singapore in April 2026 will bring this spirit to life.”
Looking Ahead: ProWine Singapore 2026
Organised jointly by Messe Dusseldorf Asia and Informa Markets, ProWine Singapore 2026 will be held in conjunction with Food & Hospitality Asia, offering a synergistic platform for business and networking.
With its detailed insights and future-forward outlook, the ProWein World Business Report: Singapore 2025 offers a valuable resource to stakeholders and producers navigating one of Asia’s most exciting wine and spirits markets.
ProWine Singapore organised a media briefing and panel discussion on Nov 21 at The Nanson, ahead of the 6th edition of ProWine Singapore.
The event presented data-driven insights from the inaugural ProWein World Business Report – Singapore 2025, which was delivered by Dr Simone Loose from Geisenheim University.
Dr Simone shared more on the region’s wine and spirits consumption patterns, import trends, and emerging growth opportunities.
Following the presentation, there was a panel discussion titled Charting the Future of Wine & Spirits in Asia, moderated by Aaron Kong of Spirited Asian.
On the panel were industry experts: Nimmi Malhotra, Wine & Drinks Writer and Wine Judge; Gerald Lu, President of the Sommeliers Association of Singapore; Tan Ying Hsien MW, Founder of Taberna Wine Academy and Singapore’s first Master of Wine; and Lam Chi Mun, Keeper of the Quaich and Spirits Specialist.
For more information, visit: https://www.prowine-singapore.com
