The 'laws of growth' in the China wine market
Date
2020
Authors
Cohen, J.
Lockshin, L.
Driesener, C.
Corsi, A.
Bruwer, J.
Lee, R.
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Advisors
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Report
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Abstract
In the research we analysed data for alcohol subcategories (i.e. imported wine, Chinese wine, spirits,beer) and wine Country of Origin (COO). These provide relevant examples for growing imported wine in the alcohol category and Australian wine in the wine category.The research did not collect brand level data as it would have required a very large number of brands to be included in the survey, and therefore too much complexity. Furthermore, awareness levels of wine brands among ‘normal’ wine buyers are low except for the biggest ‘mass brands’ in China. Therefore there is more value as a brand in understanding how to utilise the perceptions of Australian wine and the overall imported wine category for growth.The findings in this report can be applied to organisations looking to grow Australian wine brands inthe alcohol sector in China.Smaller and more premium brands should focus on the learnings at the COO level.Larger and more mass brands should focus on the findings at the alcohol subcategory level.