Southeast Asia | Ambrosia India

The culture of gifting in Southeast Asia is evolving, and luxury wines and spirits are at the centre of this trend. Once seen mainly as status symbols, premium bottles are now chosen for their stories, craftsmanship, and cultural resonance. From Singapore to Vietnam, gifting is growing, driven by changing preferences, digital commerce, and premiumisation of F&B.

Affluent consumers are moving beyond imported classics to gifts that reflect local identity. Artisanal spirits such as Bali’s Iwak Arumery, Singapore’s Tanglin Gin, and Thailand’s Chalong Bay Rum showcase heritage-driven narratives through indigenous ingredients and traditional techniques. Similarly, the Philippines’ Don Papa rum draws on folklore and history to create an emotional bond.

Experiences Over Bottles

Packaging and presentation are increasingly as important as the liquid. Limited-edition bottles, collectible sets, and artistic collaborations elevate gifting, while immersive experiences with personalised labels and glassware turn a bottle into a celebration.

Festivals and milestones further drive demand. From Songkran in Thailand to Mid-Autumn Festival in Vietnam and weddings in Indonesia, luxury alcohol has become a prestigious part of celebrations. Corporate gifting, anniversaries, and personal milestones continue to be in vogue, often with bespoke sets.

E-commerce is fuelling the trend, offering curated packs, same-day delivery, and customisation such as engraved labels. The unboxing experience is now part of the value proposition, making online platforms vital for reaching affluent consumers in Singapore, Bangkok, Ho Chi Minh City, and Manila.

Sustainability Meets Premiumisation

Wealthier consumers are increasingly conscious of environmental and ethical practices. Eco-friendly packaging, sustainable sourcing, and transparent production are shaping gifting choices, blending luxury with conscience.

The luxury wine and spirits segment is poised for strong growth. Singapore continues to position itself as a regional hub, while Vietnam and Thailand are emerging as high-potential markets with expanding fine dining cultures. Even in traditionally conservative markets like Indonesia and Malaysia, discreet but premium gifting is gaining ground among urban elites.

Luxury gifting is no longer just about indulgence—it is about culture, story, and experience. With digital platforms enhancing accessibility, heritage brands adding authenticity, and sustainability guiding decisions, the future of gifting in Southeast Asia is premium, personalised, and meaningful.

Singapore: A Regional Hub for Premium Gifting
As Southeast Asia’s financial hub, Singapore leads the luxury wine and spirits market with a strong corporate gifting culture. Premium wines, rare whiskies, and collectible editions dominate, particularly during Lunar New Year. With advanced e-commerce and duty-free at Changi, personalisation and curated sets are driving demand. Prestige brands like Dom Pérignon, Hennessy, Macallan, and Glenfiddich are go-to gifting staples.

Thailand: Tradition Meets Celebration
Thailand’s festive calendar, especially Songkran and year-end corporate occasions, drives gifting. Rum and whisky lead, with Johnnie Walker Blue Label and Moët & Chandon popular among elites. Local craft spirit Chalong Bay rum adds authenticity and cultural depth.

Vietnam: Emerging Fine Wine Market
Vietnam is one of Asia’s fastest-growing wine markets, with Tet as the peak gifting season. French wines, especially Bordeaux and Burgundy, symbolise prestige, while Martell, Rémy Martin, and fine Cognacs remain staples. Younger professionals are also embracing alternatives like Don Papa rum for its storytelling appeal.

Indonesia & Malaysia: Discreet but Growing
In stricter markets, luxury gifting is discreet but aspirational. Weddings, corporate milestones, and private parties feature Johnnie Walker Blue, Royal Salute, Chivas Regal 25, and Macallan Rare Cask, often gifted in bespoke or limited editions.

With cultural collaborations, limited editions, and experiential packaging, luxury wines and spirits continue to shape Southeast Asia’s gifting culture—premium, personal, and meaningful.

Held in Singapore, Vinexpo Asia 2025 brought together 1,100 exhibitors and over 11,000 visitors, reaffirming the resilience of the global wine and spirits industry amidst rising trade tensions and tariff uncertainties. The event underscored the importance of staying connected and adapting to an evolving geo-economic climate.

Singapore’s Minister of State for Foreign Affairs and Trade & Industry, Gan Siow Huang, highlighted the existential threat of trade barriers for small producers and the need for a predictable, rules-based trade system. She emphasized Singapore’s commitment to international collaboration, with 28 Free Trade Agreements, including the newly effective Pacific Alliance-Singapore FTA.

The Asia Pacific wine and spirits market is expected to grow annually at 6.85% till 2030, driven by a youthful middle class and interest in innovative offerings such as low- or no-alcohol options. Singapore, with its strategic location and robust logistics, has emerged as a key import-export hub—importing $2.1B and exporting $2.5B worth of wines and spirits.

Vinexpo’s CEO, Rodolphe Lameyse, addressed the triple challenges facing the industry: shifting consumption habits, climate change, and geopolitical shocks. He reiterated that face-to-face engagements like Vinexpo are crucial for building partnerships and strategizing the future.

The event saw strong participation from global wine producers and featured over 4,000 business meetings, with buyers from more than 60 countries—especially from Southeast Asia—cementing the region’s growing significance in the alcobev trade.