Asia is no longer an emerging opportunity for Spanish wine — it is an active and growing one. With zero-tariff agreements already in place for two of the continent’s largest wine markets, and a middle class across the region with increasing disposable income and appetite for quality imported wine, the conditions for Spanish wine exporters have rarely been better.

If you are an importer, distributor or buyer looking to source Spanish wine for the Asian market, this guide covers what you need to know: market size, regulations, trends and the products that are performing best.

Why Asia is the next frontier for Spanish wine exporters

The Asia-Pacific wine market was valued at USD 76.91 billion in 2024 and is projected to reach USD 111.55 billion by 2029 — a compound annual growth rate of 7.72%. That is among the fastest-growing wine markets anywhere in the world.

What is driving this? A combination of rising incomes, growing exposure to Western culture and food, urbanisation, and a younger generation of consumers who have made wine part of their lifestyle. Across Japan, South Korea, India, Thailand and Vietnam, wine is increasingly associated with social status, sophistication and modern living.

For Spanish wine, the timing is particularly favourable. Spain has long been the world’s largest wine producer by surface area and one of its top exporters by volume. Spanish wines offer something increasingly rare in Asian markets: genuine quality at a competitive price point, with the prestige of European origin — and in the two largest markets, no import tariff at all.

Japan: the most mature wine market in Asia

Japan is the most established wine-drinking culture in Asia and one of the most important export destinations for Spanish wine in the region.

The numbers tell a clear story: Japan produces only around 4% of the wine it consumes domestically, meaning nearly all demand is met by imports. The market is projected to grow from USD 9.43 billion in 2024 to USD 15.79 billion by 2035, at a CAGR of approximately 4.8%.

Spain is already the third largest wine exporter to Japan by volume — behind France and Chile — and the profile of Spanish wine in Japan is broadening. While entry-level still wines have historically driven volume, sparkling and frizzante wines are gaining ground, with growing demand for lighter, more accessible sparkling styles.

A notable recent trend: in 2024 and into 2025, Japan saw rising demand for bag-in-box wine formats as buyers sought value-oriented options alongside premium labels. For Spanish producers with a strong BIB range, this represents a direct commercial opportunity.

What Japanese buyers look for in a Spanish wine supplier

The Japanese market is known for its high standards and its preference for long-term supplier relationships over one-off transactions. Buyers in Japan typically prioritise:

• Consistent product quality across batches
• Reliable logistics and on-time delivery
• Labelling that complies with Japanese regulations
• Clear documentation and certifications
• Willingness to adapt packaging or labelling to local requirements

Building trust takes time, but once established, relationships with Japanese distributors tend to be durable and high-volume.

Tariffs and regulations: exporting wine to Japan

One of the most compelling reasons to target Japan as an export market is the EU-Japan Economic Partnership Agreement (EPA), which has been in force since 2019. Under this agreement, the import tariff on Spanish wine entering Japan is 0%.

This is a significant competitive advantage over producers from countries without a similar agreement — including some major wine-exporting nations that continue to pay import duties.

Key documentation required for exporting wine to Japan includes:

Working with an experienced freight forwarder and a licensed Japanese importer is strongly recommended for first-time exporters to this market.

South Korea: the fastest-growing wine market in Asia

South Korea has emerged as one of the most exciting wine markets in Asia — and by growth rate, it is the fastest-moving of all. The South Korean wine market is projected to grow at a CAGR of 5.8%, outpacing Japan, China and most of the region.

The profile of the South Korean wine consumer has shifted significantly over the past decade. A younger, urban, digitally connected generation is driving wine culture through social media, restaurants and e-commerce platforms. The pandemic accelerated online wine sales dramatically, with double-digit growth in digital channels that has been sustained since.

Premium, organic and sustainable wines are particularly well-positioned in South Korea. Consumers here are increasingly educated about provenance, certifications and production methods — and they are willing to pay a premium for wines that align with their values.

The EU-Korea FTA: another zero-tariff advantage

Like Japan, South Korea has a free trade agreement with the European Union — the EU-Korea FTA, in force since 2011. The result: Spanish wine exported to South Korea also enters at 0% tariff.

This positions Spanish wine favourably against competitors from outside the EU, and makes Spain an attractive sourcing partner for Korean importers building out their European wine portfolio.

Key entry point for logistics: the Port of Incheon, which serves the greater Seoul metropolitan area and handles the majority of wine imports into the country.

Trends driving demand in South Korea

Three categories are particularly well-suited to the current South Korean market:

Organic and sustainable wines — certification matters to Korean buyers and consumers. Wines with EU organic certification, or with recognised international awards, carry real commercial weight.

Sparkling and Frizzante — the Korean market has a strong appetite for celebration wines and lighter sparkling options. Spanish Frizzante offers an accessible, food-friendly alternative to Prosecco at a competitive price point, well-suited to the Korean consumer’s evolving palate.

Low and no-alcohol wine — growing globally, and increasingly relevant in South Korea as health-conscious consumption rises among younger demographics.

Emerging markets: India, Thailand, Vietnam and Singapore

Beyond Japan and South Korea, several markets across Asia are developing rapidly and represent meaningful medium-term opportunities for Spanish wine exporters.

India is the most significant emerging wine market in Asia by potential scale. A population of over 1.4 billion, a rapidly expanding middle class, and growing urbanisation in major cities like Mumbai, Delhi and Bangalore are creating wine consumption habits that barely existed a generation ago. Regulatory complexity remains a challenge — wine is taxed at the state level in India, creating a fragmented import landscape — but the direction of travel is clearly positive.

Thailand and Vietnam are both driven significantly by tourism and a growing hospitality sector. Restaurants, hotels and beach resorts across both countries are active buyers of imported wine, with Spanish wines offering strong value-for-money positioning against French and Italian alternatives.

Singapore is not a large market by population, but its role as a regional hub makes it strategically important. Singapore operates as a free port with zero tariffs on wine, and many regional importers and distributors use it as a consolidation and redistribution base for the wider Southeast Asian market. Establishing a relationship with a Singapore-based distributor can open doors across multiple markets simultaneously.

Which Spanish wines perform best in Asian markets?

Based on market trends and buyer preferences across the region, the following categories from the Spanish wine portfolio are particularly well-suited to Asian export:

Frizzante performs well in Japan and South Korea, where demand for lighter sparkling styles is growing. As an accessible alternative to Prosecco with genuine Spanish character, Frizzante offers strong value-to-quality positioning for importers building out their sparkling wine range.

Organic wines are increasingly sought after in both Japan and South Korea. EU-certified organic wines, especially those with international competition recognition, carry strong credibility with Asian buyers focused on quality and sustainability.

Bag-in-box formats are experiencing genuine growth in Japan as buyers seek more accessible price points without sacrificing quality. For HoReCa buyers — hotels, restaurants and catering operations — BIB offers the same practical advantages it provides in European markets: freshness, lower cost per glass, and reduced waste.

Frizzante offers an accessible, food-friendly alternative to Prosecco at a competitive price point. As wine culture develops across Asia and consumers explore lighter, lower-alcohol styles, lightly sparkling wines are finding a growing audience.

Low and no-alcohol wines address a clear trend across the region, particularly relevant in markets with significant Muslim populations (Malaysia, Indonesia) and in South Korea and Japan among health-conscious younger consumers.

Sangria has a strong foothold in tourist-facing hospitality across Southeast Asia, particularly in Thailand and Vietnam where European tourists are a major consumer segment.

Private label Spanish wine for Asian distributors

Many importers and distributors in Asia prefer to offer wine under their own label rather than a producer’s brand — either to protect supplier relationships, to build their own brand equity, or to differentiate their offering in a competitive market.

Spanish wine lends itself particularly well to this model. With flexible formats, the option to adapt labelling to local language requirements (Japanese, Korean, Thai), and a producer with the capacity to handle custom packaging, Spanish wine becomes a versatile sourcing solution for Asian buyers at any scale.

A custom label approach also simplifies the communication challenge of introducing an unfamiliar Spanish brand to an Asian market. Instead of building awareness for a producer name, the distributor can build awareness for their own brand, supported by the “Product of Spain” origin story.

Tariff comparison: exporting Spanish wine to key Asian markets

How to start importing Spanish wine from Interbrosa

Interbrosa Family Wines has been producing and exporting Spanish wine since 1995. Our portfolio covers the full range of categories relevant to the Asian market: still wines (red, white, rosé), Frizzante, organic wines, bag-in-box formats, low-alcohol wines and Sangria — available in standard and private label formats.

We work directly with importers, distributors, retail chains and hospitality groups across Asia, offering:

• A full product catalogue with technical sheets and certifications
• Samples for evaluation before committing to orders
• Flexible labelling and private label options, including adaptation for local language requirements
• Export documentation support
• Logistics coordination to your destination port

Ready to explore the Spanish wine opportunity for your market? Contact our export team and we will put together a tailored selection based on your market, your customers and your commercial objectives.

Contact Interbrosa →

Interbrosa Family Wines — Spanish wine exporters since 1995. Producing and distributing quality Spanish wines to importers, distributors and retail partners across Europe, Asia and beyond.