Wine and China
Hello:
I am doing a bit of research on wine in China. More specifically, I am looking for some insights, leads, information etc. about the wine market, wine culture, wine preferences across China, but particularly in Hunan. If any one has any ideas or leads, please let me know. If people are interested, I would be happy to share what information I come up with.
Many thanks in advances,
Jess
I am doing a bit of research on wine in China. More specifically, I am looking for some insights, leads, information etc. about the wine market, wine culture, wine preferences across China, but particularly in Hunan. If any one has any ideas or leads, please let me know. If people are interested, I would be happy to share what information I come up with.
Many thanks in advances,
Jess
Views: 29
Replies to This Discussion
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Permalink Reply by Paul Reidl on -
Hi Jess:
The wine market in China is challenging for many reasons. China does not have a western wine tradition. Although it has its own wine industry, Chinese wines have a different flavor profile than western wines. I was served something called "wine" that was more like grain alcohol, although the table wines being made by the local industry do resemble western wines in their packaging and general style. The challenge for western wine marketers is to educate the palates of Chinese consumers to appreciate the flavor profiles of western wines. This is going on now, and there is an emerging class of consumers who will try and repeat trial of western wines. But this is a very small segment of the population and is confined to a few major cities such as Shanghai and Beijing. China is a fabulous country with its own unique culture and history. Sellers of western wines just need to find their "niche" in the Chinese palate.
Good luck!
Paul
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Permalink Reply by Wino on -
Having visited China many, many times and being in places that serve nice wine, the China market is going to be a hard nut to crack. There are isolated pockets where wine will do well such as Shanghai, but the palates of the Chinese are different. This is not a knock on the Chinese mind you but there palates have developed over many centuries. I was having a nice dinner over a bottle of Tignanello and asked the wine person some questions and was told that most wine lists are developed for the foreign business people with expense accounts. He also told me that cost is a huge factor and add the fact that most have a lower tolerance to Alcohol than you and I it creates a paradigm. I saw on many occasions where Chinese Red Wine was a bottle of red wine mixed with a can of Sprite. My local partners proceeded to get totally legless on this stuff while I could drink it for days. Another item is the type of food that is prevelent can be tricky for most wine. Hunan has fiery food so that does limit what wine works in that area. Educating tha palate is a nice step but will only go so far. Good luck and hope you find some more answers.
Tim
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Permalink Reply by LBC on -
I'm a bit late to the game, but here's my 2 cents:
Affluent Customers
From what I've seen so far, French wines continue to be the preferred country where (mostly) the more affluent Chinese would buy from. In terms of the wine-drinking culture and reasons for buying, well they vary quite a bit. I've seen folks coming from China to Hong Kong and purchasing cases of '82 Lafites at around HK$40K / btl. as gifts. (Not sure how they ship it home exactly, given HK's zero tax rate on wine ... use your imagination I guess). If you look at most Chinese wine e-commerce sites, you'd see they all have a dedicated section on gifts during holiday seasons such as Chinese New Year, May 1st, Mid-Autumn's Festival, National Holiday on Oct. 1, etc. We're pretty big on giving gifts, but this is especially true in China, where doing so is also an act of "giving now, in hope of receiving some favors in the future". The whole package that comes with having good "guanxi", which I'm sure you're all very well aware of.
Then, there're those who down expensive Bordeaux wines during banquets, usually an affair where no expense is spared.
Mid-range Customers
This is a range where I'm seeing a lot of potential. They're becoming more educated in terms of understanding wine (i.e. how to drink, what's a good palate, what's a good structured wine, etc.) and probably more daring and adventurous with new world wine; those from Australia, New Zealand, Chile, South Africa and of course Napa. Unfortunately, if you're talking about something specific like good Pinot Noir from Oregon, I think that might be a few more years, but this segment is definitely coming up quick.
Low-end Customers
Finally, this is the segment comsuming RMB 20-50 wine usually at pubs / bars and clubs. I don't think I can summarize it better than from a local friend of mine from Shanghai: "You know, I have little idea about wine, but just love drinking it, no brand or any other preference yet. To me and most middle class (or lower) in Shanghai, it's just another kind of alcohol, that's all"
Hope this help!
Jess, I'd love to see what you have so far, so when you have a chance, drop me a line here or at my email: joseph@12bottles.com.
Cheers,
j
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Permalink Reply by Marc Witham on
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LBC,
I'm curious about this topic too. In fact, I posted a question on Linkedin but didnt get many good responses. Would you mind sharing what you've learned?
Marc
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Jess,
Are you on LInkedin.com? I posted a question about this and got a couple of interesting answers.
http://www.linkedin.com/answers/product-management/positioning/PRM_...
The first answer is the best.
I was trying to prove/disprove the hypothesis that Chinese wine consumers currently buy wine for prestige purposes and not for taste as westerners would do.
Would you be able to share what you've learned on this topic?
Marc
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Permalink Reply by Eve Hammond Bushman on -
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Permalink Reply by Michiel Penninx on -
This is the right blog !
New to the site wine 2 but there is a group also on linkedin "doing business in China".
http://www.linkedin.com/groupsgid=2121740&trk=anetsrch_name&... Hopefully this link will work otherwise look for "doing business in china".
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Permalink Reply by Angus McKaplan on -
The Chinese love good wine. However, they make bad wine. Its not really part of the culture at all - except for the new rich. Wine Spectator wrote on the subject in the past. I have some contacts there who might be able to help. Are you writing, or traveling there?
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