Amarone in the Asian Wine Market in 2024
Carlo Meroni offers his vision on Valpolicella
Nestled in the historic heart of Valpolicella Classica, Azienda Agricola Meroni is a family-run winery that has been crafting wines with soul and tradition for generations. Located in Sant’Ambrogio di Valpolicella, the estate is known for its authentic expressions of the territory, with a strong focus on Amarone, Recioto, and Valpolicella Classico Superiore. Blending artisanal methods with a deep respect for local heritage, Meroni wines embody the timeless charm of Valpolicella—rich, elegant, and unmistakably unique.
How Did the Asian Wine Market Evolve in 2024?
The Asian wine market in 2024 showed a dynamic and varied landscape. While mature markets like China and Japan remained strong, others are still in a development phase. A key trend has been the rising popularity of premium wines, particularly among younger, affluent consumers—an area where we at Meroni Wines found a clear advantage.
However, the market also faced several challenges, including tariff regulations, growing competition from spirits, and demographic shifts that may impact long-term growth. Success in this region increasingly depends on a wine producer’s ability to adapt to local preferences and engage with consumers in innovative ways.
Outlook for 2025: What Can We Expect?
Looking ahead, the Asia-Pacific wine market is expected to maintain its upward trajectory in 2025. This growth will be driven by evolving consumer preferences, rapid urbanization, and a steadily growing wine culture across key countries. At Meroni Wines, we anticipate strong performance particularly in Malaysia, Japan, and China, where interest in wine continues to rise.
Which Asian Wine Markets Were the Most Promising in 2024?
Asia offers a highly diverse and fast-evolving wine landscape. The most established and high-potential markets include China, Japan, and South Korea, known for their solid infrastructure and increasing appreciation of fine wines.
At the same time, Hong Kong and Singapore remain important hubs, especially for high-end and collectible wines. Emerging markets such as India, Vietnam, and Malaysia are also showing strong interest and rapid growth in wine consumption.
Most Established Markets and Best-Selling Wine Types
One of our fastest-growing markets in Asia is Malaysia. Changing consumer preferences and a growing appreciation for fine wines have made this a fertile ground for our Amarone. The rising demand for luxury goods, fine dining, and refined wine experiences is driving the success of premium Italian wines like Amarone.
Which Markets Are the Most Profitable?
In terms of profit margins, China remains our most profitable market in Asia. The country has seen a significant rise in wine consumption, particularly among younger consumers and the affluent middle class. As the demand for imported luxury wines grows, producers of premium wines are finding excellent opportunities for high-margin sales.
Which Markets Are the Most Gourmet-Oriented?
Japan stands out as one of the most gourmet-driven markets in Asia. Known for its deep-rooted culinary traditions and focus on aesthetics, flavor balance, and innovation, Japan offers a unique opportunity for producers of high-quality, food-friendly wines.
Our Investment in the Asian Market
We have made significant investments in the Asian wine market, organizing dedicated tastings and promotional events in collaboration with our importers. These include exclusive wine dinners featuring celebrity sommeliers. Looking ahead, we plan to continue investing in targeted, high-impact promotional activities across the region.
How Much Does Asia Represent in Our Global Exports?
As of 2024, Asia accounts for 8% of our total wine exports. With rising demand and increased brand awareness, we see substantial potential for continued growth in this vibrant and evolving region.
