The survey of 551 regular wine drinkers in Hong Kong found that the majority were male aged 36-55 who consume wine weekly. Red wine was the most popular style while French and Italian wines were most consumed. Respondents preferred collecting wines from Bordeaux and Burgundy to drink within 5 years and cited rarity, ageability and returns as important attributes of collectible wines. Social media platform preferences for sharing wine notes were led by Facebook and Vivino. The survey provided insights into consumption trends and preferences to help platforms like WineWorld Xplorer adapt services to consumers' evolving interests.

1. S U R V E Y I N S I G H T S
M A R C H 2 0 1 9
P R E P A R E D B Y
H O N G K O N G W I N E C O N S U M E R
P R O F I L E A N D M A R K E T E V O L U T I O N

2. W H O O U R R E S P O N D E N T S A R E P A G E 0 2
In December 2018, WWX has conducted a survey targeting regular
wine drinkers and wine collectors to gauge their wine drinking and
buying preferences; as well as their wine literacy and perception
profile. A total of 551 respondents have completed our survey, with
the majority being male aged between 36 to 55 years old.
L E A D I N G M A J O R I T Y
K E Y T R A I T S
85%
52%
40%
39%
42%
70%
are wine consumers.
consume wines
every week.
buy wines at least
once every month.
have taken wine
courses before.
have consumed
wines for more
than 20 years.
have a habit of
collecting wines.
AVERAGE WINE ORDER WINE LITERACY LEVEL
HK$3,001 - 10,001
1 to 12 bottles
70% Loose bottle purchase 42%
20+ years wine
drinking experience
Most have attained
WSET Level 2
Leading choice of wine course
provider
W W W . W W X P L O R E R . C O M

3. W I N E C O N S U M P T I O N P A G E 0 3
MOST CONSUMED VINTAGE RANGE: 2000 - 2009
Red is King
When it comes to most often
consumed wine style, an
overwhelming majority of 70% opt
for red wines. Roughly the same
number of respondents (around
10%) opt for white, or sparkling
wines as their prime choice of
wine style.
White, then Sparkling
Over 50% respondents indicate
white wines as their second most
consumed wine style. (Only 24%
respondents choose sparkling
wines otherwise.) When it comes
to third most consumed wine
style, sparkling wines lead over
others with a majority 53% vote.
Sweet is passé
75% elects sweet and fortified
wines as their least consumed
wine style.
Over 60% respondents prefer to consume wines from year 2000 to 2009, closely followed
by wines from year 2010 to most recent release. Nearly a quarter of respondents indicate
no particular preference on vintage range.
Mostconsumedwinestyles
Top3MostConsumedWineCountries France
Italy
Australia
USA Spain &
Portugal
New Zealand
Germany
& Austria
Chile &
Argentina
95%
64%
47%
W W W . W W X P L O R E R . C O M

4. W I N E C O N S U M P T I O N P A G E 0 4
MOST VINOUS OCCASION: CASUAL GATHERINGS
A wine’s value-for-money
measure, presence of promotions
and discounts highly likely
influence purchase decisions.
This is seconded by a wine’s
reputation, which is measured by a
combination of factors including
wine ratings, critic reviews,
winery fame.
Merchant credibility and peer
reviews come almost as a tie as
the third most important reason
behind wine purchase.
The least important factor is
diversity of selection and
convenience.
This is followed by structured, more wine-centric wine dinners organized among small
groups of friends. Special occasion celebrations come third. 47% respondents reveal that
they consume wines on their own. A minority 32% respondents find motivation joining
wine dinners hosted by wine merchants and wineries.
Keyfactorsinfluencingpurchase
Whereconsumersbuywines
W W W . W W X P L O R E R . C O M
Unsurprisingly,
price is the most
important factor.
PHYSICAL
WINE SHOPS
ONLINE WINE
RETAILERS
OVERSEAS
MERCHANTS
DIRECT FROM
WINERY
WINE FAIRS
WINE AUCTIONS

5. W I N E C O L L E C T I O N P A G E 0 5
COLLECT WINES TO DRINK IN NEXT 1 TO 5 YEARS
Over 80% respondents collect wines for mid-term personal consumption. They expect to
consume what they collect within 1 to 5 years after purchase. This is closely followed by
those who intend to drink the wines at least 5 years after purchasing. Short term personal
consumption comes last.
Mostcollectedwinecountries/regions
W W W . W W X P L O R E R . C O M
BORDEAUX,
FRANCE
BURGUNDY,
FRANCE
CHAMPAGNE,
FRANCE
ITALY
USA &
AUSTRALIA
RHONE,
FRANCE
SPAIN
ELEMENTS OF A COLLECTIBLE WINE
A wine’s rarity and ageability defines its
worth to be considered a collectible wine.
Investment returns come second.
Status and luxury associations matter the
least to collectors.
EN PRIMEUR?
Only 40% of those who collect wines have
bought en primeur / wine futures.
WINE STORAGE
Almost 90% collectors store their wines in
Hong Kong. 24% store in U.K. and 7% store
in France. 80% store wines within their own
private cellars.
30% had experience reselling wines
from their own collection
WINE RESELLING
Personal Sale to Friends
Via brokers & merchants
Via auction houses
Via online platforms

6. T H E F U T U R E O F W I N E P A G E 0 6
MOST PEOPLE SHARE WINE NOTES ON FACEBOOK
Among all choices, Facebook is the most popular choice for posting wine tasting notes and
reviews, followed by Vivino. Instagram and WeChat tie at third place.
W W W . W W X P L O R E R . C O M
TO POST OR NOT TO POST?
The majority 50% expresses that they rarely
or occasionally share their views. Only 5%
regularly post wine tasting notes on social
media. The remaining 2% posts on every
single wine they have had.
PRICE TRANSPARENCY
AND BORDERLESS ACCESS
never post wine tasting
notes on social media
WINE REGIONS TREND
Purchasing wines direct from winery
emerges as the one service that consumers
most want to explore using. Consumers also
express cautious yet undeniable curiosity
towards virtual wine recommendations.
Over 40% state that they “may use it” if it is
available. Of all derived services, wine
investment represents the service which
most respondents indicate that they “will
never use it”.
Burgundy comes second and
Champagne comes third. When it
comes to Italy, Piedmont (Barolo and
Barbaresco) surpasses Tuscany as the
region drawing most interest. Beyond
that there are scattered interests in
Rhone, Spain, Australia and New
Zealand.
Wine price comparison is
the most popularly used
wine service.
Be it for drinking or
collecting, Bordeaux
continues to top the chart.

7. MAKING WINE
A LIQUID PLEASURE
AND A LIQUID ASSET.www.wwxplorer.com
ALLRIGHTSRESERVED©2019
CONTACT US
CS@WWXPLORER.COM
+852 2560 6696
7/F, TIMES TOWER,
393 JAFFE ROAD, WANCHAI,
HONG KONG
WINEWORLD XPLORER IS A
GLOBAL WINE TRADING AND
PORTFOLIO MANAGEMENT PLATFORM.