Simply Italian Great Wines
ASIA TOUR
24th - 26th November 2026
Singapore • Kuala Lumpur
Simply Italian Great Wines, the event created by IEM – International Exhibition Management to promote Italian winemaking around the world, returns to two markets of strong interest, the Singaporean and Malaysian markets, in Singapore and Kuala Lumpur.
The two Simply Italian events are organised specifically to give Italian producers the opportunity to meet directly with local professionals (importers, sommeliers, the ho.re.ca. channel) and the trade press, fostering the establishment and consolidation of business relationships. The primary aim is to promote and communicate the value of Italian wine, giving visibility to the wineries taking part, through a rich programme of seminars, guided tastings and workshops.
Singapore
Singapore is a strategic hub for the wine trade in Southeast Asia. The value of imports, including re-exports, peaked in 2023 at around 980 million dollars, of which roughly 44% was destined for re-export to other markets in the region.
In the breakdown by origin, Italy is the third-largest supplier. The market is led by France, which alone accounts for around 70% of import value and dominates the premium segment of upscale restaurants and hotels; Australia follows with around 10%, supported by strong tourism and trade ties. Italy sits in third place with a share of around 3% by value, slightly down in 2025 compared with other, more dynamic Asian markets: a real foothold, but still far from its potential. Consumption patterns describe a market that is small in size but with high purchasing power. Per capita consumption stands at around 2.6 litres, up from roughly 2 litres in 2020. The Singaporean consumer is cosmopolitan and willing to spend: premium wine — bottles above 70 Singapore dollars — accounts for around 23% of the market and is the fastest-growing segment. Forecasts point to average annual growth of close to 5.8%, with market value projected at around 947 million dollars by 2030. Italy’s opportunities rest on the gap between a still-modest share and a consumer prepared to pay for quality and storytelling. The high-end Ho.Re.Ca. channel, Italian-cuisine restaurants and training programmes for sommeliers and the trade are the routes to chipping away at France’s advantage. Its role as a hub, moreover, means that a position built in Singapore serves as a gateway to the entire region.
Malaysia
Malaysia is a niche market that lost momentum in 2025. The value of wine imports fell by 18.6%, after several years of relative stability. The concentration of imports on just a few countries makes the market vulnerable: when the pillars of supply all move in the same direction, the entire sector feels the effect. Adding to this are high excise duties on alcohol, among the steepest in the region, and a majority-Muslim population that does not consume alcohol. Despite the negative figures for 2025, Italy nonetheless remains the market’s third-largest supplier and in 2025 showed the greatest resilience among the major names, with a decline of just 0.9%. The rankings see Australia and France in the lead, followed by Italy and Chile: a picture in which New World producers, favoured by trade agreements and a good quality-to-price ratio, are competing for space with European origins.
Consumption is concentrated in urban centres such as Kuala Lumpur, home to around 70% of the population, where demand is driven by higher-income groups, expats and tourism. Red wine dominates preferences, but the country’s tropical climate is pushing interest towards fresh whites. Sparkling wines, by contrast, remain weak, falling sharply over the past year. Opportunities for Italian wineries lie in urban dining, hotels and the tourism channel, where wine appreciation is tied to lifestyle and the gastronomic experience. Industry forecasts point to a recovery over the medium term, with average annual growth of around 6.5% towards 2030.
Versatile whites for food pairing and good-value appellation reds are the most immediate openings for expanding share in a market where New World competition is fierce.
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La struttura degli eventi si articola in quattro momenti fondamentali:
- Seminario informativo e degustazione guidata
- Workshop commerciale/Walk-around tasting
- Serate evento
- Incontri B2B
Per partecipare o ricevere maggiori informazioni, contattaci:
I.E.M. International Exhibition Management
e-mail info@iem.it
tel. 045-8303264
fax 045-8303296