China’s wine market will feature more white wines and sweeter reds in the future, says Chinese wine trade
By 2012-4-17 8:52:42
The next phase of China’s growing love affair with imported wine will feature sweeter styles of red wine and the emergence of white wine as a substantial player in the market, according to a new study published today.
Emerging Opportunities in the Chinese Wine Market, published today by Wine Intelligence, is the result of 3 months of research among the leaders of the Chinese wine trade to understand the opportunities and potential pitfalls for international wine brand owners of this large, complex and rapidly developing market.
One of the main findings is that the Chinese wine trade is gearing up for a diversification in consumer tastes beyond the traditional Bordeaux wines that have dominated the imported wine market for the past 3 years. There is also a growing consensus that the key growth area in terms of volume over the next few years will be the so-called Tier 2 cities – growing conurbations outside the Beijing-Shanghai-Guangzhou axis – where the wine drinking habit is being adopted at a rapid rate.
In terms of style and taste trends, Chinese consumers will start to express themselves a bit more, and discover their own tastes, according to the trade. This will mean growth in soft, fruity styles of red wine, and growth (from its current low base) of white wine sales, especially in the south of the country where whites match better with the lighter, seafood-oriented cuisine.
The study draws on a series of 21 depth interviews conducted between November 2011 and February 2012 with leaders in the Chinese wine trade, along with additional research and reporting by Wine Intelligence’s China team.
Jenny Li, Research Manager at Wine Intelligence and the report’s lead author, said: “It’s probably fair to say that we are reaching the end of the first stage of China’s wine market evolution. As we progress towards a more mature marketplace we will see consumer demand shift from the professional gifting occasion towards purchasing for home consumption."
"Overall this is a positive move for the market, and will give Chinese consumers more reasons and occasions to shop the category. However it will also create complexity in the market, and will challenge the resources of retailers, distributors, and brand owners alike.”
Emerging Opportunities in the Chinese Wine Market is published by Wine Intelligence and available from the Wine Intelligence Reports Shop, priced at GBP 1,500, EUR 1,900, USD 2,400, AUD 2,300, or 3 Report Credits.*
Emerging Opportunities in the Chinese Wine Market, published today by Wine Intelligence, is the result of 3 months of research among the leaders of the Chinese wine trade to understand the opportunities and potential pitfalls for international wine brand owners of this large, complex and rapidly developing market.
One of the main findings is that the Chinese wine trade is gearing up for a diversification in consumer tastes beyond the traditional Bordeaux wines that have dominated the imported wine market for the past 3 years. There is also a growing consensus that the key growth area in terms of volume over the next few years will be the so-called Tier 2 cities – growing conurbations outside the Beijing-Shanghai-Guangzhou axis – where the wine drinking habit is being adopted at a rapid rate.
In terms of style and taste trends, Chinese consumers will start to express themselves a bit more, and discover their own tastes, according to the trade. This will mean growth in soft, fruity styles of red wine, and growth (from its current low base) of white wine sales, especially in the south of the country where whites match better with the lighter, seafood-oriented cuisine.
The study draws on a series of 21 depth interviews conducted between November 2011 and February 2012 with leaders in the Chinese wine trade, along with additional research and reporting by Wine Intelligence’s China team.
Jenny Li, Research Manager at Wine Intelligence and the report’s lead author, said: “It’s probably fair to say that we are reaching the end of the first stage of China’s wine market evolution. As we progress towards a more mature marketplace we will see consumer demand shift from the professional gifting occasion towards purchasing for home consumption."
"Overall this is a positive move for the market, and will give Chinese consumers more reasons and occasions to shop the category. However it will also create complexity in the market, and will challenge the resources of retailers, distributors, and brand owners alike.”
Emerging Opportunities in the Chinese Wine Market is published by Wine Intelligence and available from the Wine Intelligence Reports Shop, priced at GBP 1,500, EUR 1,900, USD 2,400, AUD 2,300, or 3 Report Credits.*
From www.tizwine.com