Malaysia’s evolving wine culture: an interview with sommelier & F&B Expert Sashindran Kunasegar
In recent years, Malaysia has emerged as one of Southeast Asia’s most intriguing and fast-moving wine markets. While once considered a niche segment driven largely by expatriates, the country is now witnessing a shift: younger consumers are becoming increasingly curious, hotels are elevating their wine programs, and the on-trade and retail landscapes are rapidly evolving. Yet few professionals have had a front-row seat to this transformation quite like Sashindran Kunasegar, Director of Food & Beverage at the Renaissance Johor Bahru Hotel.
With an exceptional career spanning fine dining, multi-property F&B management, and sommelier experience across Malaysia, Singapore & Vietnam, Sashindran brings a uniquely comprehensive perspective on how wine culture is developing in the region. His strategic leadership and deep understanding of guest behaviour make him one of the most authoritative voices on what Malaysians are drinking today — and what they will be drinking tomorrow.
In this interview, he shares his insights on the trends reshaping Malaysia’s wine market, the preferences of local consumers versus expats, the role of hotels in driving wine appreciation, and the opportunities ahead for producers and importers.
You’ve worked in some of the most dynamic F&B environments in Malaysia, Singapore and Vietnam. How has this shaped your vision of what a great wine program should be?
A great wine program is a cohesive vision that enhances the overall hospitality experience, driven by passion, profitability & an authentic connection to the food, the venue's philosophy, & the guest experience. It's a living document that evolves with customer tastes & seasonality, not a static "museum exhibit".
Malaysia is a unique market — if you had to describe its wine culture in one word, what would it be and why?
Malaysia's wine culture is a DEVELOPING, multi-faceted scene driven by a growing enthusiast, urban population, tourists & the rising middle class. Wine is a lifestyle habit for many, especially younger generations. This is shifting from an occasional indulgence to a social staple, with consumption concentrated in major cities & driven by increased interest in sophisticated experiences & a desire for variety.
How would you describe the evolution of wine consumption in Malaysia in the last 5–10 years? What surprised you the most?
Over the past 5-10 years, wine consumption in Malaysia has evolved from an occasional indulgence to a more established lifestyle choice among urban & affluent populations, marked by premiumization, growing wine education & the rise of e-commerce. The most surprising trend is the unexpected boom in white and rosé wines, despite the historical preference for red wine, driven by factors like climate suitability & a growing desire for variety.
Do you feel Malaysian consumers are becoming more curious about wine, or is wine culture still driven largely by expats?
Malaysian consumers are increasingly curious about wine, a trend driven by a growing middle class & factors like global exposure & perceived health benefits, which are moving the culture beyond being solely driven by expats. Factors like increased urbanization, a rise in e-commerce & a desire for sophisticated experiences are fostering local interest a more diverse wine market. While expat influence is still a minor factor, it is being augmented by a new generation of Malaysian wine drinkers.
Is there a “typical Malaysian wine drinker”, or is the market too fragmented to define?
The Malaysian wine market is highly fragmented & cannot be defined by a single "typical" drinker. Instead, it is a niche but growing market composed of diverse segments driven by different motivations, lifestyles & demographics. Key drivers & trends are as social prestige, gifting culture, culinary integration, price sensitivity & exploration plays a big part.
From your experience, what factors most influence a Malaysian guest’s choice: price, brand familiarity, sommelier advice, or food pairing?
Price is the most significant factor influencing Malaysian consumers' wine choice, followed by quality & brand familiarity. Food pairing is also important, though it can be influenced by the other factors like price and familiarity. While potentially influential in fine dining settings, advice from a sommelier is generally less dominant in the average consumer's buying decision compared to other mentioned factors.
Where do Malaysians buy wine the most today — supermarkets, specialty wine shops, hotels, online platforms? And which channel do you think is growing fastest?
Malaysians buy wine most commonly from supermarkets & specialty wine shops, with online platforms growing rapidly. The fastest-growing channel is likely online platforms due to the widespread adoption of e-commerce. Online platforms are the fastest-growing channel, fueled by the high adoption of e-commerce in Malaysia, especially through mobile devices. This trend is driven by the convenience of online shopping & the increasing number of online sellers offering a wide variety of wine selections.
How important is the hotel environment in educating guests and driving their interest in new producers or styles?
Very important for educating & promoting interest in new producers or styles, as it offers a unique, immersive setting for hands-on learning. By implementing sustainable practices & communicating them clearly, hotels can influence guest behavior, build loyalty, & even co-create new experiences, such as unique restaurants or products tied to a sustainability theme.
Do wine lists still need “big names” to sell, or are guests open to discovery and experimentation?
Wine lists still often include "big names" to provide a sense of security & familiarity for some customers, but modern wine lists are increasingly focused on discovery through diverse, well-organized selections that highlight regional, stylistic & varietal variety. The inclusion of detailed information on the list, such as vintage, origin & flavor profile, empowers guests to make choices based on their palate rather than brand recognition.
Where do you see the Malaysian wine market heading in the next five years? More adventurous, more premium, more accessible?
The Malaysian wine market over the next five years is poised to be more premium, more accessible & increasingly adventurous, driven by rising disposable incomes, a growing urban middle class & a curious, globally connected demographic. The trend of premiumization is a key driver for market growth through rising incomes, status, quality & on-trade growth. Accessibility is expanding through various channels & demographic shifts with e-commerce rise & divirsed retail channels. Malaysian consumers, particularly the younger generations (Millennials & Gen Z), are becoming more open to exploring different varieties & origins.
Photo & info: Sashindran
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👋🏻 Ciao, sono Mihaela Cojocaru DipWSET | Autrice del libro "Metodo WINExcel" Export Coach WSET Educator | Docente export & digital marketing c/o Italian Food Academy & Methodus Srl (Edotto) | Event Planner
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