This month in Singapore, I’m celebrating with my 10,000+ women wine customers, International Women’s Month by revealing ‘What Women Want…when it comes to Wine!’
Thirteen years ago I launched Pop Up Wine. It’s interesting to see how the wine world is evolving — especially here in Asia and Singapore. Women now represent nearly 45% of wine consumers worldwide, but at Pop Up Wine their demand has reached over 50%. From passionate enthusiasts and collectors to sommeliers, educators, and distributors, women are shaping how wine is discovered, shared, and enjoyed globally — and in Singapore, their impact is more visible than ever.
In Asia‑Pacific, women are the fastest-growing wine demographic, with consumption projected to grow around 6.5% annually through 2031 — faster than their male counterparts. (mordorintelligence.com) Singapore itself is a premium wine market estimated at USD 3 billion in 2024, and while per‑capita consumption is modest compared to some Western countries, interest in quality and imported wines and sophisticated styles continues to rise. (deepmarketinsights.com) Women in Singapore now make up a significant portion of consumers and event attendees, actively shaping wine culture, education, and appreciation across the city. Globally, women now make up around 30% of wine industry professionals, from winemakers to educators, and the number of women sommeliers has grown significantly. They are earning recognition in prestigious certifications like the Court of Master Sommeliers and WSET programs, shaping how wine is taught, judged, and appreciated worldwide.
Our research shows women are often more engaged in wine experiences — attending tastings, exploring wine education, and pairing wine with food, making cities like Singapore exciting Asian hubs for wine exploration and lifestyle culture.
In Singapore we’ve found women’s demand dominates in the following categories, with our audience data showing;
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More than Half of Wine Buyers Are Women
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Top Styles Among Women: Riesling (79%), Sparkling (62%), Sauvignon Blanc (61%), Rosé (57%), Champagne (55%), Pinot Noir (54%)
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Sustainability: Women buy more organic wine than men
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Regional Preferences: Women buy more French wine than men, leading with their demand for champagne. LIkewise when it comes to Italian wine, with prosecco tipping them into first place.
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Wine Gifts are more likely purchased by women
Women are not just consumers — they’re shaping the industry. Across the world:
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Jancis Robinson — Master of Wine, award-winning wine critic and author. Her books, columns, and advisory roles to royal cellars have influenced how wine is appreciated globally.
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Serena Sutcliffe MW — Head of Sotheby’s International Wine Department and former Chairman of the Institute of Masters of Wine. She has guided collectors and professionals worldwide.
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Andrea Robinson MS — One of the few female Master Sommeliers, award-winning author and educator. She was the first woman named Best Sommelier in the U.S., mentoring countless sommeliers.
Here in Singapore, remarkable women are leading the scene:
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Lesley Liu — Head Sommelier at the three-Michelin-starred Odette. Known for her depth of knowledge and engaging storytelling with guests. 2021 & 2023 Sopexa Best sommelier in French wine in Singapore.
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Annette Scarfe MW — Singapore Master of Wine. She is an international judge, educator, and mentor to sommeliers in the region.
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Celine Jung — Deputy Head Sommelier at Park 90 and first woman to win the Singapore National Sommelier competition (2023). She drives wine education and service excellence locally.
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Bonnie Yap — Wine Development Manager at 67 Pall Mall, leading programs to educate and inspire local wine consumers.
This International Women’s Month, we celebrate these women — and those of us at home enjoying a glass of wine while we cook, entertain or celebrate. This month I’ve selected a wine from each category that women are leading the demand. Wines I believe resonate women’s tastes - elegance, expressiveness, and full of story.
About the author: At the forefront of wine in Singapore, Isadora Noble, co-founder of Pop Up Wine, has been guiding the company and the industry for 13 years — curating wines, hosting tastings, and inspiring new wine enthusiasts. She is a member of Singapore’s Women in Wine network, and an engaging speaker at the world’s leading international trade shows; ProWein, Vinexpo, and the Australian Wine Communicators Summit.