Bangkok Wine Fever

Bangkok Wine Fever

ARTICLE - September 15, 2025

Over recent years, Bangkok has come to count as a major player on the international wine scene, driven by the city’s fervent sommeliers, its high-end hotels and the insatiable curiosity of its inhabitants.

A fast-learning city

Bangkok has not waited to discover wine. According to Vittoria Dell’Anna, Sales & PR manager at The Wine Merchant, “Bangkok is a multicultural city, one that is constantly evolving and embraces trends with incredible speed and enthusiasm—and wine is no exception.”

This élan has manifested itself in a shift in culture. “We have gone from a relaxed form of consumption to a more intentional approach focused on the experience. Today, it is not just a question of drinking wine but of discovering it, talking about it and using it to build connections.”

Guillaume Perdigues, Head Sommelier at Sühring, describes how the clientele has changed:

“The profiles are very diverse. Expats with an established culture of wine remain devoted consumers. But consumption is progressing among the Thai. Programs like WSET allow them to understand viticulture and tasting. Today we are seeing more and more Thai sommeliers join the ranks of Bangkok’s best restaurants.”

Luxury hotels drive prestige

Restaurants may play a key role, but the high-end hotel business has significantly accelerated things. Mr. Max Teeta, Head Sommelier at Chatrium Grand after holding the same position at Anantara Siam, was recently named Best Sommelier of the Year. He explains,

“Fine wines occupy a strategic and symbolic place in Bangkok’s hotel industry. The city has established itself as a world-renowned destination for fine dining, and luxury hotels now often develop sophisticated offerings with wine at the center of the customer experience.”

It is his belief that customer expectations have changed: “High-end consumers, whether international or local, expect to find the best producers, rare vintages and a level of service provided by experts. Wine is no longer just a beverage; it is an integral part of the history and prestige of the establishment.”

The city’s finest hotels—Mandarin Oriental, Capella, Anantara Siam, Chatrium Grand—know that a wine program developed around dinners pairing food and wine, tastings led by an expert and cellar visits “enhances their brand image,” Mr. Max Teeta adds.

Bordeaux, a universal reference

In a city that delights in discovering varietals from Jura, Etna and Corsica, Bordeaux remains a must. “Bordeaux remains the cornerstone of high-end wines in Thailand,” emphasizes Vittoria Dell’Anna. “Its intemporal nature, structure and cellaring potential make it a reference for those seeking prestige or looking to constitute a cellar.”

The same is true at the city’s restaurants: “The grands crus are universally recognized for their quality,” underscores Guillaume Perdigues

“Collectors are especially interested in the finest vintages and prestigious formats like magnums. Bordeaux promises prestige, elegance and structure. These wines are often served at business meals, where labels and vintages play an important role.”

Local pairings, a global culture

Adapting wine to local gastronomy is as much a question of taste as it is of strategy. “Storytelling is essential to creating a connection between Bordeaux and the Thai market,” Max Khun explains. “The wines of Bordeaux must show how they are relevant to local values—craftsmanship, heritage, elegance—and share the stories of their chateaux and their terroirs.”

Form also plays a role: wines by the glass, food and wine pairing menus and theme dinners offer opportunities to serve the wines of Bordeaux at more relaxed, lively restaurants as well as at Michelin-starred establishments.

Vittoria adds, “The spicy, sweet, tart and umami flavors of Thai cuisine push sommeliers to explore. Mature, supple Bordeaux pair especially well with rich, fragrant dishes of grilled pork or duck.”

Cos d’Estournel, a Bordeaux icon with a touch of the Far East

In this rapidly growing market, certain estates remain the reference. Vittoria Dell’Anna, emphasizes, “Cos d’Estournel is seen to be one of the most prestigious and recognizable estates of Bordeaux, with a strong identity and consistent quality.”

Mr. Max Teeta explains this success: “Cos d’Estournel is one of the most admired Bordeaux estates among Thailand’s collectors and connoisseurs. The Asian influences of its architecture and its opulent, decisive style appeal to Thai consumers who embrace luxury and great stories. Sommeliers see Cos d’Estournel as a powerful but elegant Saint-Estèphe with depth, exotic spices and excellent aging potential. Clients say it is ‘memorable,’ ‘velvety,’ and ‘different from other Bordeaux wines.’”

At Sühring restaurant, Guillaume Perdigues agrees: “Cos d’Estournel is truly a reference in Bangkok. Its reputation is well established, and clients appreciate its consistency and singular identity. It is not a rare occurrence for us to open old vintages that have been brought back from abroad by fervent collectors.”

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A brilliant future

Long a niche market, Bangkok is seeing the emergence of a new generation of wine lovers who are very curious and have acquired a better understanding of wine.

“It used to be that drinking fine wines was mostly about social status. But now it is about connecting—with oneself, with the land, with the story of a winegrower,” observes Vittoria Dell’Anna. “We have seen a rise in independent buyers, especially among women and young professionals. They are curious, well-informed and confident about what they like. Natural wine and alternative regions are often the entry point, but many come back to the classics, with better knowledge and deliberate intent.”

Mr. Max Teeta sums up the key to achieving this success: “Make wine accessible. It shouldn’t be elitist, but rather welcoming and experiential, like many Thai traditions, which are based on food and conviviality.”

Once a buzzing market and now a veritable hub, Bangkok does more than simply serve wines from around the globe: it has become a driving force for the future. The Thai capital—cosmopolitan, ambitious and audacious—is proving to be one of the most exciting wine scenes in Asia, more than ready to promote fine wines—Bordeaux above all—well beyond its borders.

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