1. Objectives
The client set out to explore Southeast Asia as a new growth region. More specifically, they wanted to test market potential in Vietnam and Singapore, two markets showing increasing interest in premium European wines.
Beyond market interest, the objective was practical. The winery wanted to meet qualified importers, gather direct buyer feedback, and understand how Provence rosé could fit local distribution channels. Ultimately, the goal was to lay the groundwork for a long-term commercial presence in the region.
To move efficiently and avoid trial-and-error, the client partnered with Source of Asia for a structured market-entry strategy with end-to-end execution.
2. Project Background
Our client is a sixth-generation family winery based in Provence, with a strong heritage in premium rosé wines. As global demand for quality rosé continues to grow, Southeast Asia naturally appeared on the winery’s radar.
However, wine markets in ASEAN are far from straightforward. Each country operates with different importer models, retail structures, and consumption habits. Moreover, competition is strong, especially in urban markets where international wine brands are already well established.
For our client, entering the region requires more than exporting bottles. It required understanding who the right partners were, how buyers evaluated new brands, and which channels offered real potential.
This is where SOA stepped in, combining market insight with on-the-ground execution.
3. The Challenges
As the project moved forward, several challenges quickly became clear.
Entering the Southeast Asian wine market required local execution, distributor identification, and strong on-the-ground coordination to navigate a highly competitive landscape.
- First, visibility was limited. Identifying reliable importers and distributors in Vietnam and Singapore required local knowledge and targeted outreach.
- Second, the wine market proved highly competitive. Buyers already worked with multiple European brands, making differentiation essential.
- Third, timing mattered. Vinexpo Singapore represented a major opportunity to meet buyers, but success depended on careful preparation and follow-up.
- Finally, Vietnam or any country in Southeast Asia requires local execution. Store checks, distributor meetings, and real market observation were necessary to validate assumptions and refine positioning.
4. Our Solutions
To address these challenges, SOA deployed a structured yet flexible approach, focused on real commercial outcomes.
Source of Asia supported the client’s ASEAN expansion through distributor mapping, B2B meeting coordination, on-site commercial support, and strategic market direction across Vietnam and Singapore.
- Market mapping and distributor pre-qualification
We began by mapping the wine ecosystem in Vietnam and Singapore. This included importers, boutique retailers, and HORECA-focused players relevant to Provence rosé. Rather than building a long theoretical list, we focused on profiles with clear market fit.
- Outreach and B2B meeting coordination
Next, SOA team conducted structured outreach to more than 30 distributors and retailers. Through targeted emails, calls, and invitations, we secured over 17 confirmed B2B meetings. This ensured that every discussion had a clear business purpose.
- Vinexpo Singapore: On-site commercial support
During Vinexpo Singapore, SOA served as the client’s on-site commercial representative. We managed meeting schedules, handled introductions, and conducted tastings and product presentations.
At the same time, we gathered direct feedback from buyers, capturing insights on pricing, positioning, and expectations.
- Vietnam business trip and store checks
Following Vinexpo, SOA organized a two-day business trip in Ho Chi Minh City. This included distributor meetings and store visits at key wine retailers. Through these visits, we analyzed shelf placement, pricing, competition, and consumer behavior.
Based on these insights, SOA advised adjusting the approach. Rather than continuing broad prospection, the focus shifted toward listings and activation, particularly in HORECA channels.
- Strategic market direction
As discussions progressed, we saw a clear pattern. Feedback from distributors and buyers confirmed strong interest in the wines, while also highlighting the limits of a traditional prospection-only approach.
Based on these market signals, we recommend a strategic shift. Instead of continuing broad outreach, the focus moved toward a listing and activation-driven model, designed to build traction more quickly and sustainably. This updated approach aims to build a strong, sustainable footprint for our client in Vietnam while preparing for expansion into Singapore, Thailand, and beyond.
5. The Results
The project delivered clear and tangible outcomes.
The project resulted in qualified distributor connections, multiple B2B meetings at Vinexpo Singapore and Ho Chi Minh City, and a clearer go-to-market direction for HORECA expansion in Vietnam.
- Source of Asia team contacted more than 30 qualified distributors and retailers.
- We organized over 17 B2B meetings, including 14 during Vinexpo Singapore and 3 in HCMC, Vietnam.
- The winery received direct market feedback from buyers across two key markets.
- Most importantly, the project resulted in a clear go-to-market direction for Vietnam, focusing on HORECA penetration. This included recommendations on channel focus, activation strategy, and next commercial steps.
- In parallel, the groundwork was laid for expansion into Singapore and other ASEAN markets.
6. Conclusion
Through this project, Source of Asia’s client gained clarity, confidence, and direction. Vietnam emerged as a priority market, while Singapore confirmed its role as a regional gateway.
By combining market insight with real-world execution, we helped transform initial interest into a structured expansion strategy. This case illustrates how the right local partner can turn wine market entry into concrete commercial progress across Southeast Asia.
Ready to launch your wine or F&B company in Southeast Asia and beyond?
At Source of Asia, we support companies at every stage of their expansion journey, from market validation to partner search and on-the-ground activation. Whether you are testing a new market or scaling an existing presence, our team provides end-to-end market expansion strategies tailored to your sector and objectives.
Contact us today at hello@sourceofasia.com to discuss how we can support your growth in ASEAN!
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FAQs
HORECA can be a strong entry channel, but its role differs by market. In countries like Vietnam or Thailand, restaurants and beach clubs often shape wine consumption and brand perception. In more mature markets such as Singapore, retail and specialized wine merchants may matter more from the start.
Because of these differences, HORECA should not be treated as a default option. Local experts help brands decide where it truly adds value and how to adapt positioning to each market.
Not directly. Each ASEAN country has its own market dynamics, business culture, regulatory environment, and consumer behavior. What works in Vietnam may not work the same way in Singapore, Thailand, or Indonesia.
That is why a localized approach is essential. By working with on-the-ground experts, companies can adapt their strategy to each market’s specific realities, whether it involves distribution models, channel focus, pricing, or partner selection. This market-by-market personalization is key to building sustainable growth in Southeast Asia.
In practice, market prospection usually comes first. It involves meeting importers, talking to distributors, and testing initial interest. At this stage, brands focus mainly on visibility and early contacts.
However, real challenges often appear after those first discussions. Even when interest exists, products may not move without listings, local activation, and follow-up. An activation-driven approach focuses on working closely with one partner to secure listings, support sell-out, and adapt to local channels. Local experts help brands make this shift at the right time, based on real market feedback.
