Viña Cono Sur: white wine is Asia’s next big trend
As consumer thirst for lighter styles continues to grow, Viña Cono Sur is adapting to changing tastes in Asian markets with its portfolio of white wines. The post Viña Cono Sur: white wine is Asia’s next big trend appeared first on The Drinks Business.
As consumer thirst for lighter styles continues to grow, Viña Cono Sur is adapting to changing tastes in Asian markets with its portfolio of white wines.
Consumer tastes are changing. Gone are the days when punchy and powerful red wines ruled the dinner table. Instead, lighter styles are coming to the fore with consumers across the world opting for freshness.
Drinks market analyst IWSR has looked into the growing trend. Susie Goldspink, head of no/low-alcohol insights at IWSR, said in 2024 that consumers are shifting towards "a preference for lighter drinking experiences".
A preference for lighter styles has triggered a boom in the popularity of white wines in recent years.
María Urzúa, senior brand manager for Chile's Viña Cono Sur, says she is seeing the trend grow worldwide. "White wines are experiencing strong performance across all markets globally, with significant growth driven by consumer preferences for lighter, fresher options."
But there is one part of the world showing particular opportunity for the growth of white wines. "At Viña Cono Sur, we have observed strong growth in white wine consumption in key Asian markets, explains Urzúa.
Viña Cono Sur is focused on "creating value-driven brands", Urzúa says, with a particular focus on Pinot Noir and white varieties. This focus "aligns perfectly with these trends, further solidifying our presence in the region," she explains.
Sauvignon Blanc, Chardonnay, Riesling and Gewürztraminer are leading the charge. But which markets in Asia are showing particular promise?
Recent IWSR data shows a growing interest in white wine consumption in Japan. The proportion of Japanese consumers drinking white wine has increased from 72% in 2021 to 76% in 2024, highlighting the huge opportunity posed by the region.
Viña Cono Sur has been present in the Japanese market for 30 years, and continues to build its presence through a close partnership with its local importer. "Japan is one of our most mature and established markets in Asia," Urzúa says.
South Korea also offers "tremendous potential for growth, particularly among younger generations who are driving the demand for fresher and more diverse white wine varietals". IWSR data shows that white wine consumption in South Korea has increased from 56% in 2019 to 60% in 2024.
Viña Cono Sur's vision to push value-driven brands "continues to guide our efforts as we adapt to global trends and respond to consumer preferences," Urzúa says, "ensuring long-term success in dynamic markets like Asia".
But there is one part of the world showing particular opportunity for the growth of white wines. "At Viña Cono Sur, we have observed strong growth in white wine consumption in key Asian markets, explains Urzúa.
Viña Cono Sur is focused on "creating value-driven brands", Urzúa says, with a particular focus on Pinot Noir and white varieties. This focus "aligns perfectly with these trends, further solidifying our presence in the region," she explains.
Sauvignon Blanc, Chardonnay, Riesling and Gewürztraminer are leading the charge. But which markets in Asia are showing particular promise?
Recent IWSR data shows a growing interest in white wine consumption in Japan. The proportion of Japanese consumers drinking white wine has increased from 72% in 2021 to 76% in 2024, highlighting the huge opportunity posed by the region.
Viña Cono Sur has been present in the Japanese market for 30 years, and continues to build its presence through a close partnership with its local importer. "Japan is one of our most mature and established markets in Asia," Urzúa says.
South Korea also offers "tremendous potential for growth, particularly among younger generations who are driving the demand for fresher and more diverse white wine varietals". IWSR data shows that white wine consumption in South Korea has increased from 56% in 2019 to 60% in 2024.
Viña Cono Sur's vision to push value-driven brands "continues to guide our efforts as we adapt to global trends and respond to consumer preferences," Urzúa says, "ensuring long-term success in dynamic markets like Asia". 
