- Report highlights emerging growth in ready-to-drink and low-alcohol wines
- Fuelled by consumers’ growing curiosity and willingness to experiment within Singapore’s evolving wine landscape
The inaugural ProWein World Business Report dedicated to Singapore has just been released, ahead of the 6th edition of ProWine Singapore taking place from 21 to 24 April 2026 at Singapore EXPO. The report presents a comprehensive snapshot of market expectations and developments within the city-state’s vibrant wine and spirits sector.
“As one of Asia’s most sophisticated wine markets, Singapore combines a unique blend of tradition and innovation,” said Renee Zhao, Director of Marketing and Communications ProWine Asia. “We are delighted to be able to offer Singapore’s wines and spirits industry a deep dive into the economics and emerging trends in this industry for the first time. ProWein looks forward to supporting the city-state’s growth in this field with robust research and analysis, so that our annual report for Singapore will become an invaluable tool for the wine and spirits industry.”
RTDs and Low-Alcohol Wines Lead the Way
The report identifies emerging beverage segments poised for significant growth, particularly ready-to-drink (RTD) products and low or no-alcohol wines. Over half of those surveyed anticipate an increase of at least 5% in these innovative categories by 2026. Spirits and wine sales show a cautiously optimistic outlook, with 19% more participants expecting growth over decline.
Interestingly, the market is witnessing a shift as Singaporean consumers increasingly opt for more premium and craft beers as a recreational drink, while still wines and cider are viewed as having limited growth potential.
Sparkling Wines Gain Momentum
As one of Asia’s most mature premium wine markets, Singapore distinguishes itself through a strong specialty retail landscape. The structure is evolving, with boutique retailers predicted to play a significant role in the market’s future, complemented by the rise of e-commerce and alternative sales strategies.
Within the wine category, sparkling wine leads in growth expectations, with traditional dry red wines remaining popular. However, the rise of no- and low alcohol wines and white wines indicates a dynamic shift in consumer preferences. Experts report a growing interest in lighter, easy-drinking wines, with a notable trend towards white wine consumption across Southeast Asia.
Singapore’s status as a premium wine hub is reinforced by the increasing demand for artisanal product, characterised by a robust specialty retail landscape. Boutique wine and spirits retailers are expected to emerge as the most significant growth channel by 2028, with e-commerce and live-streaming formats also gaining prominence. Experts pinpoint three priorities for sustained growth in the wine sector: attracting new consumers, enhancing consumer education, and improving affordability amidst economic uncertainty.
Curiosity is identified as a key motivator for new consumers in Singapore, with urban professionals eager to explore diverse wine styles and pairings. The traditional image of wine as a symbol of sophistication and status remains strong, yet there is a notable shift towards moderate consumption and health-conscious choices. Traditional tasting events and educational seminars are deemed the most effective methods for engaging consumers. While digital platforms and social media play a growing role, the tactile experience of tastings continues to resonate with Singaporeans.
For continued growth in the wine sector, experts emphasise three priorities: Attracting new consumers and expanding the audience base; Enhancing consumer knowledge through wine and spirits education; and Improving affordability, reflecting a global shift toward value-driven consumption amid economic uncertainty.
Whisky Dominates as Gin Matures
In the spirits segment, opportunities are driven by the enduring popularity of whisky, with two-thirds of trade experts expecting rising sales. Both sake and white spirits are also gaining ground, while gin appears to have reached maturity. The market is being reshaped by consumer preferences, with a growing interest in ready-made and lower-alcohol options, particularly as they become essential components in the expanding cocktail segment.
Confidence and Market Sentiment Remain Positive
Overall, the findings highlight a generally positive sentiment among trade experts in Singapore, with 36% rating their current business situation as good or very good. An optimistic 63% foresee improvements in their company’s economic conditions over the next three years. Similarly, international producers reflect this optimism, with 42% rating their current conditions positively and 77% expecting further growth by 2028. This robust confidence underscores Singapore’s resilience as a key player in the global wine market.
Australia is expected to lead Singapore’s wine market by 2026, followed closely by France, which remains the dominant source of imports. Italy holds a strong third position, while New Zealand continues to gain relevance due to the rising demand for its fresh, aromatic white wines. This diverse import structure highlights Singapore’s appeal to a wide range of wine origins, catering to a diversity of consumer preferences.
Regionally, Singapore serves as a key import and re-export hub for Southeast Asia, but recent shifts indicate that Thailand and Japan are emerging as the most promising markets for international producers. Taiwan and Vietnam also form a competitive second tier, reflecting a growing diversification of opportunities across Asia, as producers increasingly target these dynamic markets.
For international producers, Singapore remains a strategic hub in Asia. Experts emphasise the importance of forging strong partnerships with local retailers and adapting strategies to navigate regional differences. However, challenges such as rising operational costs and growing price sensitivity among consumers due to inflation pose significant risks to Singapore’s high-cost market environment.
“Singapore’s wine and spirits community is growing in confidence and creativity,” shares Beattrice J Ho, project Director, Prowine Singapore. “The ProWein World Business Report: Singapore 2025 shows how collaboration and curiosity continue to shape the industry, and we are excited to help bring that spirit to life through ProWine Singapore, which returns in April 2026.”
ProWine Singapore is jointly organised by Messe Düsseldorf Asia and Informa Markets, and is synergistically co-located with Food & Hospitality Asia.
The study was conducted from August to September 2025, drawing insights from 138 respondents, including international producers and exporters from 17 countries. ProWein anticipates that future editions of this report will expand its database and deliver deeper insights into Singapore’s ever-evolving wine and spirits landscape.