《wine_market_in_china》.pdf

Market profile for wine in China While every effort is made to ensure the accuracy of the information contained herein, New Zealand Trade and Enterprise, its officers, employees and agents accept no liability for any errors or omissions or any opinion expressed, and no responsibility is accepted with respect to the standing of any firms, companies or individuals mentioned, or if the world economic conditions have changed since the research was undertaken. New Zealand Trade and Enterprise reserves the right to reuse any general market information contained in its reports. 1.0 MARKET STRUCTURE 1.1 Background The market for domestic and imported wine has been developing rapidly in China. An expanding middle class, rising incomes, a growing interest in western lifestyle and tastes, and better wine education have driven the rise in wine consumption. More Chinese people are taking an interest in wine – especially young, urban professionals and business people in the main cities of Shanghai, Beijing and Guangzhou. A Chinese government study reports that Chinese wine consumption will grow 15% over the next five years. Most of this consumption will be fuelled by domestic producers who are now learning the art of premium dry wine output. In the meanwhile, the import statistics demonstrate a rapid growth of wine from around the world to mainland China. In 2008, imports were up by an impressive 36% by volume and 50% by value compared to 2007. Current Chinese wine consumption is 0.38 litres a year per capita. The figure is 0.7 litres in urban areas, which is fairly low compared to a global wine drinking norm of seven litres per capita. China may eventually become the world’s largest wine-consuming nation by way of gross volume due to its large population. In 2007, locally produced wine