Hong Kong's wine drinkers are opting for cheaper vintages and even switching to beer as retail prices are pushed to the highest levels in the world.
The once-emerging wine market has been crippled by the highest tax rate in the developed world at 80 per cent, the fall in the value of US dollar and the economic downturn, sellers say.
Those who previously indulged in their favourite drop are trading down to lower-quality bottles and first-time tasters are not even bothering to buy.
International Wine Centre director Simon Tam said 90 per cent of wine in Hong Kong cost less than $80 a bottle and was sold at housing estate supermarkets and convenience stores.
'These are the people who are being penalised - average Hong Kongers,' Mr Tam said.
'If they switch to cheaper wines after being used to more expensive ones, they get sick of the cheap taste and move on to something else like beer, which is not very good for you and doesn't go with food.'