Nathan Wilson
01/07/2025
Asian demand shows signs of revival as the fine wine market struggles globally.
The fine wine market continues to face stiff headwinds, with a muted Bordeaux En Primeur campaign, persistent global trade uncertainty, and tariff concerns weighing heavily on sentiment. However, recent data suggests Asia could be turning into a bright spot for the sector.
According to Liv-ex’s May 2025 Market Report, the broader fine wine indices remain under pressure, although the pace of decline appears to be slowing compared to April. The Champagne 50 index posted the steepest losses for the month, while the Rest of the World 60 (tracking key wines from regions such as the USA, Australia, Spain, and Chile) saw a modest 0.4% rise. Meanwhile, the Bordeaux Legends 40 index edged up 0.1%, offering a rare glimpse of positive movement.
While Western markets continue to tread cautiously, Asia has emerged as a relative bright spot in recent months. Since February, Asian buyers have steadily increased their purchasing activity, particularly in Burgundy, a region that continues to command prestige and collector interest.
In fact, Liv-ex’s analysis shows that Asian demand in May 2025 rose by 10.1% compared to April, and a striking 25.2% higher than the same period in 2024. Even more notably, it was 33.7% above the average for the year to date. This upward trajectory signals that interest in fine wine across Asia may be more than just a short-term trend.
The number of unique Burgundy buyers in the region reached its highest level in over two years, even as interest in Bordeaux remained more volatile. Liv-ex notes that current Bordeaux supply within Asia appears sufficient, which may be contributing to the more cautious bid activity.
Robbie Stevens, Head of Broking at Liv-ex, offered a measured outlook. “The increase in buying activity out of Asia brings a degree of optimism,” he said. “It could mark the beginning of the end for the overstocked conditions that have plagued the market over the past five years.”
Still, the broader market sentiment remains subdued. Uncertainty surrounding trade policy, particularly US tariffs, combined with the underwhelming response to Bordeaux’s latest En Primeur release has many investors and collectors adopting a wait-and-see approach.
Despite these challenges, price corrections are opening the door for discerning buyers. With most of the gains seen during the post-pandemic surge now erased, the current environment may present compelling long-term opportunities for those ready to act.
At Moncharm, we believe these market phases are often where true value emerges. For investors seeking to diversify their portfolios with a tangible, tax-efficient asset, carefully selected wines, especially those in high demand across global regions, may prove resilient and rewarding.
08 Dec 2025
