Hong Kong: Love for Wine Prevails Against Pandemic

  |   Attaché Report (GAIN)   |   HK2022-0038

The Hong Kong wine market has stayed resilient since the start of the COVID-19 pandemic. The local foodservice business has suffered the most as the operation of restaurants and bars were often curbed to contain the virus. However, wine retail sales injected energy to a sluggish market and enabled the continuation of wine consumption in Hong Kong. During this time, marketers navigated COVID-19 restrictions by reformatting and reimaging promotional events that expanded sales opportunities. Millennials are eagerly fueling the market with interest in wine appreciation and compelling-story-telling brands. As Hong Kong has bounced quickly from previous waves, the foodservice industry and wine traders remain cautiously optimistic about regaining market opportunities in the later part of 2022.

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