Singapore’s Pop Up Wine is expanding and sees the opportunity to bring Singapore’s fastest-growing wine company into new markets.

Eight years since it first launched, homegrown brand Pop Up Wine is aggressively growing, with its eyes set on Southeast Asia expansion. 

Voted ‘Singapore’s Best Wine Store’ in the Asia Pacific Business Awards, Singapore’s alcohol e-commerce leader Pop Up Wine has amassed a cult following amongst serious wine buyers in Singapore thanks to its high-quality range of wines. The pandemic-proof company has delivered more than 42,000 wine orders to Singapore homes and seen 240 percent average growth over the past three years, with a 42 percent loyalty return rate of customers and an average basket order of SGD$290. 

Having filled a gap for the 500,000 Singapore wine drinkers who want quality wine home-delivered at low prices, Pop Up Wine now seeks to bring its successful playbook into neighbouring countries and capture the region’s growing demand for wine. The Southeast Asian wine market is valued at US$20.62 billion, and the wine segment in Southeast Asia is projected to grow by 6.28 percent from 2023 to 2027. 

(Market growth and consumption trends for wine in Asia)

Pop Up Wine’s expansion strategy is solid, as the emerging middle class in Southeast Asia increasingly embraces wine drinking. The company aims to consolidate the industry and invest in consumer education. Novice wine drinkers in Southeast Asia will benefit from the personalisation of a real-life digital sommelier available day and night to help with purchasing decisions. Pop Up Wine also guarantees quality wines: all wines available on Pop Up Wine are award winners or have minimum ratings of 90/100 – considered ‘outstanding’ by leading wine critics. This enables the growing new wine buyers in the region to buy with the confidence that wine critics have independently endorsed their wine.

Pop Up Wine aims to enter Southeast Asian markets, such as Vietnam and Cambodia, amongst others, within the next 18 months.

“Pop Up Wine is looking forward to rolling out in South East Asia whilst continuing to offer our exceptional wines to buyers in our home market of Singapore. We’re confident we can leverage our success in the Singapore market in other parts of South East Asia. Singapore has proven to be a solid logistics hub and base for us to build and expand our digital marketing capability,” says Isadora Noble, co-founder of Pop Up Wine.

Pop Up Wine is Singapore’s most awarded online wine store. Voted ‘Singapore’s Best Wine Retailer’ five times in the past 3 years, Pop Up Wine was voted ‘Best Singapore Wine Store’ by Asia Pacific Business Awards, ‘Best Wine & Champagne Retailer’ by Singapore Business Awards, ‘Wine & Champagne Retailer of the Year ~ Singapore’ by Corporate LiveWire Innovation & Excellence Awards, ‘Best Online Wine Merchant – Singapore’ by Luxlife’s UK 6th Annual Food and Drink Awards, and ‘Best Champagne Retailer.’ Pop Up Wine’s co-founder, Isadora Noble, was also named a Singapore Expatpreneur Award Winner, Expat Entrepreneur Awards. 

Pop Up Wine’s success has recently expanded into whisky. In January 2021 the company launched a selection of premium whiskies on its website, plus a sister store www.Noblewhisky.com specialising in premium whisky selected by one of Asia’s leading whisky experts. 

In late 2022 the company launched a wholesale division and now supplies wine to Singapore’s top restaurants and hotels, including Pullman Singapore Orchard.