Mediterranean wines have 'enormous potential' in China

Vinisud Asia has revealed Mediterranean wines have an increasing role to play in a maturing Chinese market and the industry should position itself for trade with "enormous potential". 

Research released ahead of its trade fair in February 2013 cites French wines in pole position, holding a 52% market share in 2011, according to figures from Ubifrance/Chinese Customs.

Its research shows that as China become the world's sixth-biggest wine consuming nation, it has seen "spectacular" rise in its wine imports between 2010 and 2011. The share by value of French wines imported into China rose by 94%, while Spanish wines rose by 97% and Italian wines by 82%.

Cementing the research is a survey conducted by Wine Intelligence among industry professionals for Adhesion Group and Adhesion Asia, where 1,000 Chinese consumers revealed that wines from the Mediterranean area clearly have their role to play in an ever more mature Chinese market.

It says Chinese wine drinkers are ever better informed, and aside from top brands and classic wines, the trend is towards diversification with the focus shifting from top-of-the-range to mid-range wines. Chinese consumers now seek wines from every price range, looking for different wines and new alternatives.

The survey suggests that to do business it is crucial to build relationships on the ground and adopt a brand creation/development approach. It is essential to raise profiles among professionals and boot the business's reputation among consumers through marketing campaigns and collective initiatives.

Vinisud Asia takes place at the New International Expo Center in Shanghai on February 26-28, 2013). Visit vinisud-asia.com for more information.