No matter how smart, connected, and well-resourced you are, sometimes you simply need an expert—and not just any expert, but that rarefied insider other specialists call when they need help. Luckily, Robb Report has a roster of such world-class professionals on speed dial. This month, it’s Tiffany Gwee. At 30, she became the first and youngest woman in the Malaysian wine industry to earn the DipWSET (WSET Level 4 Diploma in Wines), completing it in record time nationally. As the commercial director of the country’s leading wine and spirits company, Gwee also partners with premium brands and institutions to curate private wine masterclasses and bespoke experiences for high-net-worth clients.

The Expert

Name: Tiffany Gwee

Occupation: Commercial Director, Muihua Sdn Bhd

Headquarters: Kuala Lumpur

Speciality: Fluency in six languages—and in the language of wine.

Given that data shows Gen Z is consuming significantly less alcohol than previous generations, how is the Malaysian wine industry adapting to engage this cohort?

“I see this trend as a correction rather than a decline. Although overall consumption volume is decreasing, Muihua’s sales have continued to increase each year. Drinking culture is evolving—consumers are moving away from rapid consumption due to social pressure toward a more mindful appreciation of wine. This shift has been reinforced by greater health consciousness following the pandemic. At the same time, younger generations—particularly professional women—are increasingly engaging in wine education through masterclasses. They want to understand what they are drinking. Enjoying wine is seen as part of a modern and elegant lifestyle, which is quite attractive to Gen Z.

“As an industry leader, our response has been to focus on education. That’s why I pursued the WSET Diploma and am currently pursuing the Master of Wine qualification, while also training our frontline sales staff to better engage high-involvement consumers. We’re shifting our approach from bulk discounts to more thoughtful, small-quantity offers, and hosting masterclasses to deepen appreciation for wine.”

Beyond headline regions and labels, what under-the-radar shifts in Malaysia’s wine market—whether in emerging regions, grape varieties, or vintage preferences—should serious collectors be paying attention to right now?

“There’s been a shift from big, bold reds to more elegant styles like burgundy and champagne. It’s also an opportune time to explore Bordeaux, which has displayed greater vintage consistency since 2010, following widespread investment in optical sorting. Even in what are considered to be weaker vintages, the quality remains solid, as technology helps to filter out inferior grapes.”

With the rise of speciality wine retailers, online platforms, and subscription services, how are buying behaviours evolving, and what opportunities does this create for premium and niche wines?

“Due to costs, consumers are hesitant to purchase online, fearing counterfeits. Premium and niche wine buyers usually stick to their favourite wine shops or importers with whom they’ve established long-term relationships.”

How are consumer preferences shifting between fine dining, wine bars, and at-home drinking, and what does that mean for wineries?

“There has been a clear shift away from purchasing wine in fine dining and nightlife settings—due to the pandemic. With prices easily checked online, consumers are less willing to pay markups that can reach up to six times the retail price. As sommeliers are increasingly impacted by these changes, we are actively exploring ways to support their evolving career paths. In today’s information-driven era, wineries are focusing more on storytelling and less on controlling which channels their wine is sold through.”

How do you help collectors build a wine legacy with bottles that balance long-term value and drinkability?

“We always start by asking our private customers, ‘Do you want to drink it now or do you want to keep it for a longer time?’. If they fall into the former category, I’d suggest a higher proportion of ready wines. A mixture of ready vintages and young vintages (which provides better value for money) is a good balance. Above all, don’t collect wines you don’t like just because they’re fashionable.”

With Malaysia’s humid climate, what are the best practices to ensure proper cellar conditions?

“Casual wine collectors can invest in a double-temperature chiller—I keep my whites at 12°C and reds at 14°C. For a walk-in cellar, use a humidity thermometer to prevent mould, and a specialised cooling unit because regular air-conditioning isn’t sufficient. Also, store bottles horizontally.”

Old World terroir/New World boldness

“I’m drawn to wines that really reflect the character of their land and history.”

Estate bottled/ Négociant blend

“With fewer layers, estate-grown and bottled wines offer a purer expression of the vineyard and the family’s vision.”

Natural wine funk/Classic clean fermentation

“Sorry, no barnyard funkiness for me, please. I’m more of a ‘clean and classic’ kind of person.”

High-altitude vineyards/Coastal influence

“Either works, though from a seller’s standpoint, I’m less keen on the variability of maritime vintages.”

Cork/Twist cap

“I just love to see my wines breathe and develop gracefully over time.”

Muihua