For its 20th anniversary, Vinexpo Hong Kong 2018 welcomed 1,465 exhibitors, bringing together more than 17,000 wine-related professionals from around 50 countries. An even more successful edition than 2016. Proof that Hong Kong is a thriving market in Asia with new growth potential every year and space for product innovations in the wine sector. Indeed, Hong Kong's development in terms of wine accelerated after the 2008 decision to eliminate all tax policies on wine and beer. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay The local wine industry is supported by numerous fine wine merchants with strong expertise and experience in the industry. In addition to that, Hong Kong is a major hub for Asia with a beneficial re-export policy especially for mainland China, providing other wine business activities such as retail, warehousing, catering, transportation, education, etc. For these reasons, Hong Kong has a very competitive environment and an almost saturated wine market. At the same time, new consumption trends and consumer behaviors are emerging, offering companies the opportunity to change their strategy to differentiate themselves and increase their market shares. The choice of the topic and the writing of my thesis is strongly linked to my work experience in Hong Kong from June to December 2018 as Business Development Executive in the Cytise Distribution Limited winery, specialized in the import and distribution of French wines both Hong Kong than Macau. The company wanted an overview and analysis of direct competition (wholesale, retail, online) to see if its pricing policy and product portfolio management were relevant. Furthermore, I was curious to know the general behavior and wine drinking practices of the young generation in Hong Kong compared to those of their parents. Indeed, it is essential that companies find out 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 long-term growth and loyalty. The key for companies is to always monitor the market, trying to identify future trends. The objectives of my work are twofold. Show what the current business approaches of Hong Kong wine companies are in terms of strategies and competitiveness, while understanding what the new consumer trends are and how they can influence these companies in their differentiation strategies, wine portfolio management and wine offering additional services. My study will therefore be limited to the geographical area of ​​Hong Kong and will focus on grape wine (still wine, sparkling wine, fortified wine). All economic data is expressed in both United States dollars (US$) and Hong Kong dollars (HK$) unless otherwise specified. At the time of writing this report, US$1 was equivalent to HK$7.84. So, to fully understand the rest of my article, it is important to introduce 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), has more than 7,191,500 inhabitants across 1,108 square kilometers making it the fourth most densely populated territory in the world. With a more service-oriented economy, the gross domestic product per capita is the 12th highest in the world at $42,237.84. In fact, it is easier to set up a business in Hong Kong than in other countries. 1.5 days to start a business, 6 days to export and 5 days to import. Therefore, the unemployment rate is decreasing 2018).