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Hong Kong : a mature market that loves top-flight Bourgogne wines

07/02/2020

Key figures 2019 for Bourgogne wines in Hong Kong (first 11 months of 2019)

4th biggest market for Bourgogne wines in terms of value

13th biggest market for Bourgogne wines in terms of volume

Exports: 1.08 million bottles (up 8.2% on the first 11 months of 2018) for €61.8 million (up 11.2% over the first 11 months of 2018)

By volume:

• Still white wines: 49.8%
• Still red wines: 49.6%
• Crémant de Bourgogne: 0.6% 

Over the first 11 months of 2019, Bourgogne wines accounted for 10% of volumes of all French AOC wines exported to Hong Kong, and 16% of the revenue. 

Hong Kong, a mature market, is the world's 8th biggest importer of still wines in terms of revenue. French wines represented 62% of exports to Hong Kong in terms of revenue for the 10 months to the end of October 2019. Over this period, exports to Hong Kong dropped by 18% to 335,260 hectoliters (equivalent to 44.7 million bottles), with revenue down by 24% (€791.9 million). The political context is having a significant impact on the wine market in this country.

Even within this context, Bourgogne wines continued to perform well, with a new record in terms of revenue (€61.8 million) and volume (1.08 million bottles) compared to the first 11 months of 2018, after two significant increases in 2016 and 2018.

A new record in terms of revenue for Bourgogne wines

Sales of Bourgogne wines were up 11.2% over the first 11 months to the end of November 2019, reaching €61.8 million. This is a new record in terms of revenue, after 2018, which was already marked by strong growth, up 2.6% in terms of volume and up 24.5% in terms of revenue over the whole year. 2019 confirmed the strong added value of Bourgogne wines across Hong Kong distribution channels. Volumes were also up, with a rise of 8.2% over the first 11 months of 2018. All Bourgogne wines enjoyed good growth in terms of both volume and revenue:

•  White wines: Up 10% in terms of volume and up 15% in terms of revenue
• Red wines: Up 6.4% in terms of volume and up 10% in terms of revenue
• Crémant de Bourgogne: Unchanged (0.6% of exports)

A market receptive to both red and white wines

A rather rare phenomenon in Asia, where markets are traditionally oriented towards red wines, Hong Kong imported as much red (49.8%) as white Bourgogne wine (49.6%). Both colors were doing well, although reds offer the higher added value.

Over the first 11 months of 2019, the volume of white Bourgogne wines exported to Hong Kong continued to grow, reaching the equivalent of 539,594 75cl bottles. Revenue was also very strong, at €15.47 million, up 14.9% compared the first 11 months of 2018. 

Red wines were key to Bourgogne exports to Hong Kong, accounting for 75% of revenue (€46 million over the first 11 months of 2019), for nearly half of volumes exported.

Bourgogne wines performed well on top-level distribution circuits

• Bourgogne wines enjoyed a strong presence in hotels and restaurants

Among the global offer of still wines, Bourgogne wines ranked first in terms of the number of references per point of sale with 24, and 80% of all establishments offering one Bourgogne wine. Bourgogne wines accounted for 17% of the global still wine offer in these establishments.

• Bourgogne wines holding their own in winestores

Still Bourgogne wines performed well on this circuit, ranking second in terms of the number of references per point of sale, all origins combined. They were available in 87% of the specialist winestores surveyed, representing 26% of the offer.

Press contact

Cécile MATHIAUD – BIVB Head of PR

Tel. +33 (0)3 80 25 95 76 – cecle.mathiaud@bivb.com