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Rising Spirits

Rising Spirits

Our TV Series Wine Portfolio which explores the wine lifestyle isn’t a stickler for vino, no our Editors love all things alcoholic. And they’ve also been on the leading edge of understanding Asia’s dramatic new love affair with wine and spirits. We see the region’s growth and how this is leading to a whole new way of living, which is significant since Asia represents over 60{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} of the world’s population.

Asia’s new middle class has a strong thirst for spirits. IWSR a market-research firm reports that consumption grew by 1.6{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} to 27 billion litres in 2012. China was the world’s largest market responsible for a whopping 38{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} of global consumption. However 99{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} of all Chinese consumption was of the national liquor baijiu, which as our team can attest is definitely an acquired taste.

Of note was the fact that India is the largest market for Rum and the Philippines are the world’s largest consumers of gin. This proves that a love of spirits is definitely now a global pursuit. And Wine Portfolio understands this in a very profound way.

Thanks to the The Economist for this handy chart to show Asia’s growing thirst.


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