The WBWE presents: Khean Hooi Goh


The WBWE presents: Khean Hooi Goh

Khean Hooi Goh will participate in the 10th World Bulk Wine Exhibition and will provide a key contribution to the market, given his prominent position acquired due to a fascinating career path.

Khean Hooi Goh is a Civil Aviation engineer. The initial years of his working life were with the Singapore Civil Aviation Authority, then Singapore Changi Airport and then he moved to their national airline, Singapore Airlines, where he worked for 25 years. When he returned to the Head Office, he was responsible for the cabin crew, then he changed to be in charge of inflight services (food and beverage) and his most recent portfolio was that he was responsible for all the on-board purchasing and logistics, which included wines, champagnes and spirits from all over the world. Since his official retirement, he has been providing wine consultancy work and spends his time doing wine-tourism visits to wineries across the world. Now, he has just completed his studies and his exams for the Diploma WSET in London.

This will be his first participation in the WBWE, although throughout the course of his previous job, he has attended several wine shows and fairs including VinExpo in Bordeaux and VinExpo in Hong Kong. He will certainly share his views about the development of the bulk wine industry in his part of the world. He believes he will also benefit from exchanging information and ideas from the other esteemed participants and people from the trade.

Today he answers for the WBWE to a series of questions about the present and future of the industry, which has evolved so much throughout the WBWE’s 10th years of existence. 

How do you see the future of the wine industry?

Wines will continue to become more accessible and more affordable and I have no doubt bulk wines will play a key role in this development. We will also see how the flow of the networks of shipments from producing to end consuming countries can be rationalised to save costs.

How can the bulk wine industry work together to build value into the industry?

The traditional bulk wine producing countries will continue to improve on their quality and new wine growing regions will explore producing wines at a competitive pricing level. Value for money does not mean poor quality.

How can producers better communicate the benefits of bulk to suppliers? 

Here it is important to identify the different categories of end markets and how the producers can tailor make their wines to suit their needs of the consumers from taste, style, quantity and reasonable quality. There is, therefore, a need for constant dialogue between both parties, for example at a forum like the WBWE or in smaller fora and targeted visits amongst themselves. For example, I came from the airline industry and an area of bulk wine demand would be the wines served in Economy class cabin. 

What impact do you think Singapore has on the bulk wine industry moving forward? Why do you think bulk wine imports are still small in your country?

Singapore is a very small country with a population of just over 5 million. Hence, it would be more useful to look at the South East Asian market with major countries like Indonesia, Malaysia, Thailand and Vietnam. I will certainly do more research in this area for my presentation. But Singapore can act as an important hub and transhipment point for such bulk wines so long as the costs and efficiency are there. An important aspect that must be factored in is that, in many countries, the duties and tax levied on alcohol products make it very “expensive” and not worthwhile to import low cost bulk wines for consumption.

Khean Hooi Goh is participating in the tenth edition of the WBWE with a conference entitled “The South-East Asia market and consumption trends” to be held on Monday, November 26 at 4.30 p.m.

World Bulk Wine Exhibition