Red wine is the clear beverage of choice, assisted by the strong perception of its health benefits. Red wines make up the majority of imports, accounting for 75%. Price is a dominant factor in purchases and there is a downward trend on average price per litre. 

The main outlets are restaurants, pubs and hotels, and a growing number of wine specialty stores and retail chain stores. Supermarkets are becoming the dominant outlet for wine, contributing to the downward pressure on prices.

In restaurants frequented by young people, wines from Chile and Australia seem to be more popular than those from France or Italy, due to more acceptable prices and easy-to-read labels.

Market Requirements

Taiwan recently drafted new regulations to control wine production, wine hygiene, imports, marketing and advertising and exporters should be aware that importing controls are fairly stringent.