Taiwan - Wine and Spirits Taiwan - Wine and Spirits
Overview
In 2018, Taiwan imports of wine and spirits reached $885 million, up two percent compared to 2017. However, this growth is expected to slow in 2019 due to a projected sluggish economy. France and the United Kingdom are market leaders in wine and spirits categories respectively, holding the largest market shares with 69 percent and 55 percent by value in 2018.In the spirits category, whiskey remains the largest sub-sector, at 72 percent of the market. In 2018, Taiwan whiskey imports reached a record high of $482 million, up six percent over the previous year. Strong consumer taste for high-end single-malt whiskey continues to fuel this import growth.
Wine Market Unit: Thousands
| 2016 | 2017 | 2018 | 2019 (est.) | |
| Total Market Size | NA | NA | NA | NA |
| Total Local Production | NA | NA | NA | NA |
| Total Exports | $189 | $197 | $165 | $170 |
| Total Imports | $174,311 | $193,716 | $214,950 | $193,455 |
| Imports from the U.S. | $16,466 | $18,940 | $19,613 | $17,650 |
| Exchange Rate: USD1 | 32.28 | 29.65 | 30.59 | 30.86 |
Total Market Size = (Total Local Production + Total Imports) – (Total Exports)
Source: Global Trade Atlas (HS code: 2204)
Spirits and Other Alcoholic Beverages Market Unit: Thousands
| 2016 | 2017 | 2018 | 2019 (est.) | |
| Total Market Size | NA | NA | NA | NA |
| Total Local Production | NA | NA | NA | NA |
| Total Exports | $39,407 | $46,718 | $59,175 | $62,500 |
| Total Imports | $662,230 | $673,276 | $670,027 | $636,525 |
| Imports from the U.S. | $4,241 | $5,205 | $4,795 | $5,280 |
| Exchange Rate: USD1 | 32.28 | 29.65 | 30.59 | 30.86 |
Total Market Size = (Total Local Production + Total Imports) – (Total Exports)
Source: Global Trade Atlas (HS code: 2208)
Leading Sub-Sectors
The wine-drinking consumer profile has now expanded to include young professionals. Entry-level wine drinkers prefer balanced red wines, while semi-sweet white wine is popular among female drinkers. For spirits, the market is skewed towards single-malt whiskey, which accounts for 70 percent of all whiskey products. However, there is increasing interest in high-end, craft bourbons.Opportunities
U.S. bourbon has great potential in the Taiwan market but requires an aggressive marketing campaign to make inroads against the popular UK-sourced single-malt Scotch. Long-term educational and promotional efforts by UK experts have translated into an established consumer preference for single-malt Scotch. Many consumers consider Scotch a status symbol, and it is especially popular for premium gift-giving. According to domestic retailers, the market for single-malt Scotch will continue to grow. U.S. spirits producers should launch consumer education programs that position their products to benefit from Taiwan market demand for premium luxury goods.For the wine market, Taiwan consumers are influenced by the media and wine ratings. Successful entry into the Taiwan market generally involves receiving glowing reviews from famous wine connoisseurs or reputable media.
Web Resources
The Foreign Agricultural Service (FAS) website offers the following resources for U.S. exporters:- Official data on agriculture trade for specific products and commodities
- GAIN Reports on international food and agricultural markets
- FAS services for U.S. exporters and information on USDA market development programs
- The USDA website lists current agricultural export requirements for Taiwan.
- For additional information on California wine exports, please visit the California Wine Institute website.