It is recognized worldwide as a center of financial, scientific, logistical, cultural tourism and lifestyle in Southeast Asia, has brought a growing international presence, with emphasis on the cosmopolitan character of the city. This facilitated an evolution in the preferences of wine and food of the people of Singapore, which muestranuna growing inclination towards good quality and taste. In ten years, between 1998 and 2008, wine consumption is in fact doubled to an annual average of 2.1 liters per capita is estimated that this market is growing annually at least 5%, while the distribution mass is also an increase of 16%.
The three main categories of consumers are:
1 – Families of the upper middle income area of the city of Singapore, 2 – Expatriates and
foreign visitors, and finally 3-1 growing number of professionals from more than 25 years of age who are in the wine synonymous with success and sophistication in a context of social success, and this group, along with the more mature consumerprefers sweet wines red and white wines are consumed as an aperitif. In Singapore, it is generally preferred red wine – the predominant flavor, according to industry professionals, is geared toward red wines aged in barrels of French origin (eg Bordeaux), although still very expensive. The reasons for this preference may be the fact that most wine consumers are of Chinese origin and Chinese language the word wine is jou hong which means, literally, red wine and opposes baijou, white wine, for alcohol obtained by distillation of a clear rice wine. Thanks to the antioxidant content, it is believed that most beneficial effects in terms of health than white wine. Whites, however, are generally perceived as wines with characteristics of acidity, are preferred mostly by women and consumed as a snack. While white wine is gaining ground, the most recent data indicate that consumption of white wine is around 35-40%, while red wine is around 60-65%.Among the Italian white wines, the Moscati are becoming more and more as an aperitif and wine Moscato d’Asti is well known. The Muscat from Australia are advertised in magazines, fashion and lifestyle.
Among younger consumers – who typically buy wine in the supermarket – who are not familiar with wine tasting and Moscatel wines are preferred, and represent a good compromise between quality and price, including IGT wines.
The diverse group of expatriates (Europe, America, Australia, South America, Africa, Asia, etc) shows a better balance in the preferences of white and red wines, and includes the purchase of wine once a week, then oriented mid-range products. There are also exceptions for people who buy wines of higher quality collections.
There is a clear trend in the population (excluding gourmet) to prefer the wines of the “new world”, such as Chile, South Africa, Australia and New Zealand, rather than Europe. It is primarily a matter of costs: the appellations of origin that ensure the quality and appropriateness of the product, leading to higher prices, while the wines from countries that do not have these restrictions are less expensive. It also showed that consumers in Singapore – unless you’re an expert or enthusiast – not generally aware of the importance of DO but is sensitive to name, wine brand (eg Rioja). Mature consumers, after exploring the characteristics of New World wines, usually tends to focus on the wines of more sophisticated and complex characteristics of Europe.
These wines from these new worlds are the gateway to the wine world for many Koreans.