Chinese shoppers are increasing buying cheaper wines to drink and enjoy at home
CHINESE wine consumers are now younger, and drinking for pleasure, rather than status or health.
Wine Intelligence senior research manager Chuan Zhou told delegates at a Wine Australia lunch in Melbourne yesterday that Chinese consumers were shifting away from drinking expensive wines served at business lunches and bought as status symbol gifts, toward cheaper wines bought to drink and enjoy at home.
As part of the shift, they have moved away from “old world” European wines toward lighter Australian wines with low acidity and minimal tannins, that taste of cherry, blueberry, blackcurrant and blackberry.
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