Who is drinking?

A probe into wine consumption characteristics

The total wine sales’ increase from 7 billion Yuan in 2004 to 10 billion Yuan in 2005 indicates people’s growing enthusiasm toward wine. At the same time, the reasons why people like wine are also various.

With the glass on the table, hold the glass on the stem near the base. Move the glass in a steady circle, swirling the wine in the lights and with the music; a day’s pain and sorrow vanish with the legs down the inside of the glass; the mood turns calm and restful; deep ruby red wine color attracts your sensation; placing your nose at the rim of the glass, breathe in slowly and deeply through your nose, appreciating the wine's bouquet; the aroma spreads within your mouth.

First, let’s describe the consumers’ groups in Chinese wine market by using the following key words.

Consumers’ group; group description; consumption characteristics; wine consumed; ratio

Professional group; red wine enthusiasts with high degree, high income and international life style; a good master of red wine appreciation; aiming at quality and culture; wine produced by some famous domestic wine producers(Longhui, Huadong and Yiyuan vineyards) and imported wine; 15%
Well-heeled consumers’ group; officials and business individuals with high degree, high income and high ranks; brands and advertisements-oriented; a critical consideration of brands and face; vintage wine of Great Wall and Zhangyu and Chateau wine ;50%
New consumers’ group; communicative fashion young whiter collars with high degree and high income; influenced by advertising and fashion and bar-goers; some well-promoted brands such as Great Wall, Zhangyu, Dynasty and Shangrila;25%
Health caring consumers’ group; the middle age and the aged with high degree and high awareness of health care; sensitive to price and health advertisements; aiming at health care and economy; sweet Chinese Red, osmanthus wine and low-price dry wine;10%

The first group of consumers tends to be professional. They acquire the wine knowledge out of their personal interest and gradual appreciation. The second and the fourth groups have their unique demands for wine and a stable number of people. The third is a growing and dynamic one and needs leading.