For the first time, wines from the Mâcon region in France, under the banner of the Union des Producteurs de Vins Mâcon (UPVM), were showcased in Asia at a trade tasting event held earlier this year. The event, which took place in February, was organized by the Singapore-based wine marketing agency Terroir and Spice and saw 14 Mâcon-based wine producers present their offerings in both Singapore and Taiwan, drawing a notable turnout from industry professionals.
According to Blandine Guerrin, Vice President of UPVM, Singapore and Taiwan were selected as key locations for this debut due to their strong demand for wines typical of Burgundy. “These markets are particularly fond of Burgundy wines. However, with Burgundy red wines becoming increasingly expensive and a growing interest in white wines, importers are actively seeking new, high-quality alternatives,” said Guerrin.
The Mâconnais region, which is renowned for its diverse range of wines, includes various appellations such as Mâcon, Mâcon-Villages, and prestigious communes like Pouilly-Fuissé, Saint-Véran, Lugny, and Vire-Clesse. UPVM represents 800 wineries across a vast 4,400-hectare vineyard area and produces an impressive 30 million bottles annually, with 90% of this output consisting of Chardonnay.
Guerrin noted that many industry professionals familiar with Burgundy, particularly those from the Côte d’Or region, were pleasantly surprised by the high quality of Mâconnais wines. “While they were already acquainted with Burgundy wines, they had not necessarily explored wines from Mâcon. They were impressed by the exceptional value for money offered by the wines we presented in Singapore and Taiwan,” she remarked.
The positive reception was echoed by Brandon Teo, Business Development Manager at Dunstan Vintner, a Singapore-based wine distribution company. “Mâcon was not on our radar,” admitted Teo, who attended the event seeking to expand his company’s portfolio with lesser-known, high-value wines. “We were thrilled to meet Nadine Ferrand of Domaine Nadine Ferrand in person, as this is one of the wineries we’d like to partner with. We were also impressed by the wines from SCEV Gilles Guerrin.”
The Mâcon wines are currently most popular in the US, UK, and Belgium, which together account for 73% of exports in 2024. However, the Asian market, which includes countries such as China, Japan, Hong Kong, Taiwan, Singapore, and South Korea, currently makes up just 6% of Mâcon’s total exports. This represents a 5.1% growth in the region since 2019.
Guerrin expressed optimism about the future, stating, “We hope that all our winegrowers will have the opportunity to further develop or strengthen their presence in the Asian markets.” The UPVM aims to continue expanding its footprint in Asia in the coming years, further cementing Mâcon’s reputation as a region of exceptional wine quality and value.
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