Bangkok’s wine scene has transformed dramatically over the past few years, evolving from a relatively niche interest to a vibrant and sophisticated market. This growth can be seen in the ever-improving range of wines, and the knowledge and curiosity of the city’s wine lovers. Joey Luo, one of our Private Account Managers, tells us more about this thriving scene.

I’m originally from Chengdu in China’s Sichuan province, a vibrant city renowned for its pandas, culinary delights and baijiu [grain spirit]. I grew up with fine alcohol in the home, and it was here where I developed an appreciation for quality and complexity.  

This lifelong passion led me to Berry Bros. & Rudd in 2015, starting my career in the Hong Kong office. The local wine scene was flourishing at the time, booming after the removal of wine taxes in 2008. The market there developed a profound understanding of wines, with a particular focus on Bordeaux and Italian regions, which eventually expanded to include Burgundy and Champagne. This dynamic environment gave me a solid understanding of the fine wine market. 

Fast forward three years, and I relocated to Bangkok with my family. Thailand’s capital, at the time, was still home to a relatively niche wine scene compared to the dominant beer market. Having said that, there was a noticeable interest in natural wines, which appealed to consumers due to their fun label designs and modest prices.  

Over the past five years, I’ve witnessed a significant shift in drinking trends in Bangkok. The local wine community has grown, driven by the efforts of wine merchants who have actively promoted wine culture through events and education programs. This concerted effort has resulted in a more knowledgeable and curious consumer base, eager to explore and appreciate fine wines.  

One of the most exciting aspects of Bangkok’s evolving wine scene is the diversity of tastes among local drinkers. While there is still a strong appreciation for famous Bordeaux labels and top Burgundy wines, there is also a burgeoning interest in Grower Champagne and German wines. These wines not only suit the local climate but also pair beautifully with the diverse flavors of Thai cuisine.  

Engaging with local wine enthusiasts has been incredibly rewarding. Their curiosity and openness to new experiences reflect a broader trend towards a more sophisticated and informed wine culture in Bangkok. This shift is also evident in the increasing popularity of wine events and tastings, which provide opportunities for consumers to expand their knowledge and palate.  

Berry Bros. & Rudd has actively participated in fostering this growing wine culture in Bangkok. Since we came out of the pandemic, we’ve had the pleasure of hosting events again, to introduce ourselves to local wine drinkers and share our passion for fine wines. These events have not only helped us connect with the community but have also contributed to the broader appreciation and understanding of high-quality wines. Looking ahead, we’re excited to get to know the Bangkok wine community even more, and inspire new drinkers to join us in this growing movement.  

The transformation of Bangkok’s wine scene is a testament to the city’s evolving tastes and the tireless efforts of those passionately advocating for wine culture. I’m proud to be part of this exciting journey. As we look to the future, we remain committed to fostering a vibrant and informed wine community in Bangkok, one that continues to explore, appreciate, and celebrate the world of fine wines.