The China Wine Barometer (CWB): a look into the future
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(Published version)
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2016
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Corsi, A.M.
Cohen, J.
Lockshin, L.
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The China Wine Barometer is a three-year experimental tracking program executed by the Ehrenberg-Bass Institute for Marketing Science on behalf of Wine Australia for the benefit of the grape growers and wine makers of Australia, who are currently exporting or thinking of exporting to China. Data were collected twice yearly from 2013 to 2015, which provides six deep dives into the state of the China wine market, with an emphasis on the Australian category in the context of its competition.The major findings are provided in this final report along with the key recommendations. Overall, Australia remains the second largest wine importer into China behind France. However, France and French wine regions stand out as being much more well known and have far greater associations with premium and luxury than Australia. As more and more countries and regions export into China, consumers have much more choice and therefore, awareness of Australia, Australian wine regions and Australian grape varieties and wine styles has barely changed over the last three years. Australia and Australian wineries should continue to work hard to promote a unified image to wine drinkers and potential wine drinkers in China.More and more people are drinking wine in China, so wine has moved from a luxury good to a premium drink purchased for social and health reasons. Consumption occasions are moving more into the informal and ‘at home’ locations, which means sales are growing faster in the off-premise than on-premise channels. Major supermarket and hypermarket chains remain one of the key purchase locations, but wine specialty stores and online channels are gaining sales, while local shops and convenience store channels are decreasing. The same informal trends are occurring on-premise, with growth in wine bars and less formal restaurants, except for formal celebrations, gift giving and business meals.
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Copyright 2016 University of South Australia