For its 20th anniversary, Vinexpo Hong Kong 2018 welcomed 1,465 exhibitors, bringing together more than 17,000 wine professionals from around fifty countries. An even more successful edition compared to 2016. Proof that Hong Kong is a thriving market in Asia with new growth potential each year and room for product innovation in the wine industry. Indeed, Hong Kong's wine development has accelerated since the 2008 decision to remove all tax policies on wine and beer. Say no to plagiarism. Get a tailor-made essay on “Why violent video games should not be banned”? Get an original essay The local wine industry is supported by many fine wine merchants with strong wine expertise and experience. In addition to this, Hong Kong is a major hub for Asia with a beneficial re-export policy particularly for mainland China, providing other wine trading activities such as retail, warehousing, catering, transportation, education, etc. Hong Kong therefore has a very competitive environment and an almost saturated wine market. At the same time, new consumer trends and consumer behaviors are emerging, providing businesses with the opportunity to shift strategies to differentiate themselves and increase market share. The choice of subject and the writing of my thesis are strongly linked to my professional experience in Hong Kong. Kong from June to December 2018 as Business Development Executive within the wine company Cytise Distribution Limited, specializing in the import and distribution of French wines in Hong Kong and Macau. The company requested an overview and analysis of direct competition (wholesale, retail, online) to determine whether its own pricing policy and product portfolio management were relevant. I was also curious about the general behavior and wine drinking practices of the younger generation of Hong Kongers compared to those of their parents. Indeed, it is essential for companies to know what young consumers are most likely to buy, under what circumstances and at what price. The new generation of consumers offers an excellent opportunity for growth and long-term loyalty. The key for businesses then is to always monitor the market, trying to identify upcoming trends. The objectives of my work are twofold. Show what are the current business approaches of Hong Kong wine companies in terms of strategies and competitiveness while understanding what are the new consumer trends and how can they impact these companies in their differentiation strategies, management of their wine portfolio wines and their additional service offering. My study will therefore be limited to the geographical area of ​​Hong Kong and will focus on grape wines (still wine, sparkling wine, fortified wine). All economic data is reported in both US dollars (US$) and Hong Kong dollars (HK$). ) unless otherwise noted. At the time of writing, 1 US$ was equivalent to 7.84 HK$. Next, in order to fully understand the rest of my article, it is important to present some key facts about Hong Kong. One of the largest urban areas in the world, Hong Kong, also called the Hong Kong Special Administrative Region of the People's Republic of China (SAR), is home to more than 7,191,500 people in 1,108 km², making it the fourth most densely populated territory. worldwide. With a more service-oriented economy, gross domestic product per capita is the 12th highest in the world 2018).