The Asian American Wine Association (AWAA) is proud to present a dynamic and insight-packed webinar, “Connecting with Asian American Wine Consumers,” on Thursday, August 14, 2025, from 11:00 am to 12:00 pm PT. This session will explore the fastest-growing and one of the most influential consumer segments in the U.S. beverage market.

 
Asian Americans represent a powerful demographic with increasing buying power and a growing interest in premium beverages, including wine. This webinar will uncover how wine marketers can better understand, reach, and resonate with this diverse community.

Key topics to be covered include:

• Demographics and economic impact of Asian American consumers
• Attitudes toward wine versus other beverage choices by occasion and social context
• The wine purchase journey
• Making wine more exciting to Asian Americans —preferred descriptors and messaging
• The role of cultural influencers and where these consumers turn for advice
• Tips to pair with Asian cuisine
• The impact of non-alcoholic alternatives and cannabis on wine consumption
• Health perceptions of wine and reactions to recent media coverage
• How wine marketers can connect more effectively
• What Asian-American consumers want to see more of

Featured Speakers:

• Angela Shih, Cross-Cultural Marketing Strategist
• Mike Lakusta, CEO of EthniFacts Market Research Firm 
• Introduced by Susan R Lin, MW, President of Asian Wine Association of America & International Wine Consultant, and moderated by Dr. Liz Thach, MW, President, Wine Market Council.

This is a must-attend event for wine marketers, brand managers, distributors, and anyone interested in expanding their understanding of the multicultural wine consumer landscape.

* The webinar will be recorded and available for AWAA members after the event.