The young people’s
lifestyle in China is rising up to new horizon. A lot many working class and
college going adults are getting selective about what they should eat or drink.
In midst of this, the wine market of the country is taking a turn towards
capturing the hearts of youth. While in traditional times, wine as an alcoholic
beverage was consumed more as a high-end product, now youngsters prefer this
drink for celebrations, parties, and even in daily intake. Obviously, this
trend has allowed local brewers and vineyard farmers to take advantage of this
opportunity to expand their business.
Also, this Asian giant is
having largest consumer base for red wine, which foresees 155.4 million cases
sales every year against 141 million of Italy, and 150 million in France. The
China wine market is flourishing day and night with the country marking second
in the world at largest vineyard area (799.000 hectares).
The first position belongs
to Spain at 1.020.000 hectares. People have brought this beverage from shopping
shelves into their homes as a refined companion to dinners, anniversary parties
etc. it has been found that wine consumption scores high among women as well.
Chine Wine Consumption Pattern
There is a constant shift
among wine consumers. The high-end connoisseurs customer segment is still
strong, but the wave of ‘developing drinkers’ is much more powerful. As
disposable incomes of citizens have increased, new generation of drinkers who
tend to purchase alcohol at entry-level cost are on hike. But, wine market
China faces a challenge. It is fairly new in the market, and it will take sometime
until a breakneck speed is gained against the competitors.
New vines are said to
produce thinner wines. Thus, to achieve quality beverage, the country has to
wait for few more years. A study conducted on more than 2,000 upper middle
class urban revealed that 19% of the participants belonged to imported wine
drinker category. Many of these were in early 20’s and 30’s, people from
high-earning professions and common man. The wine market is now moving from
luxury oriented to suit everyone’s needs.
Global Wine Production and China
As wines have a unique
taste, and fruit based, many prefer it over other alcoholic drinks. It is then
that price becomes just a number in consumer’s mind, especially for those who
can afford to buy expensive drinks. In high-profile business meets and
restaurants, wines are always a specialty. Maybe, the China wine market is
young, but it is making a huge progress in global arena, and may be set next to
France and other European competitors as an equal.
France has 46.6 million
hectoliters of wine production, followed by 44.7 million hectoliters from
Italy, and Spain generating 41.6 million hectoliters. These regions occupy the
first three places in global wine produce rankings.
The wine market China is posed at the 9th position having around 11.1 million hectoliters production. The figures would however grow in the next few years, and China may make Asia proud in alcoholic beverage industry more than ever soon.
