Sparkling wines must prioritise ‘sophisticated fun’, mixology to attract APAC female drinkers

The sparkling wine category in APAC has been on a rapid growth trajectory in recent years and is projected to grow further at a CAGR of 5.4% to hit US$8.6bn by 2028, according to Business Market Insights data. In order to capitalise on the major opportunities to be found in this market, there is a need to prioritise strategies that can draw in more female consumers, given the wide range of consumption occasions that female consumers of all ages tend to associate with sparkling wines. “Asia is undoubtedly a very fast growing market for sparkling wines both in terms of travel and domestic retail, and we are finding that the female demographic to be noe of the biggest market opportunities here,” Italian Wine Brands (IWB) Group PR and Communications Stefania Vittoni told FoodNavigator-Asia at the recent Tax Free World Association (TFWA) 2025 event in Singapore. “This is because sparkling wines like prosecco and moscato are much more relaxed options for drinking, and tend to associated more closely with occasions such as brunch or afternoon tea that are popular amongst ladies. “This is why we have decided to bring our Gemma di Luna brand, which has a very established base in markets like the United States, into APAC and are positioning it as an easy, fun drink option accentuated by a unique turquoise colour scheme. “It is also very important to ensure that the sophistication comes through amidst the fun messaging as class and sophistication are also closely associated with these drinking occasions - essentially what they are looking for here is having a sophisticated fun day out.” Vittoni added that sparkling wines also present an opportunity to introduce drinkers of all proficiencies and ages into the wine category, as it is perceived to be less intimidating compared to others. “We position ourselves as a young product but are in fact not only targeting younger female consumers but also those beyond this category - many of these women, perhaps in their fifties, have just had children graduate and more free time to socialize, but are intimidated by wines due to not being connoisseurs. “Sparkling wines allow these consumers a fun option and introduction to wines and brunches, and that is our goal, to increase the accessibility of the category to all.” IWB is best known for its VOGA prosecco brand in the Europe and US, where it is closely associated with the sponsorship of major fashion events such as Miami Swin Week and various Fashion Weeks. The company also believes that cocktails and mixology are an important way to make inroads in the APAC region due to the large population of young and curious consumers here. “People always want something new and more enhanced experiences, both male and female consumers,” she added. “Mixology really helps to give them those experiences, and we have seen quite a few consumers making the shift from wine to cocktails out of curiosity and then staying across both. “So we are also playing in this space and have developed our own mixing kit under the RIRO brand and published many recipes via the Cocktail Club app － the kits have just been launched in Asia and are very new, but we are confident that this is a good strategy to access young consumers here.”

Sparkling wines must prioritise ‘sophisticated fun’, mixology to attract APAC female drinkers

Sparkling wine products need to prioritise a balance of sophistication, fun and mixology to attract all classes of APAC female consumers

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