Smaller Labels Enjoy Growing Market Share

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Sophisticated Chinese wine buyers are increasingly looking for lesser known labels to ‘discover something new’ to impress friends and business colleagues. A distinct move away from ‘flashy goods’ including the long revered Bordeaux treasures means bigger opportunities for smaller labels who are welcoming the trend. “Customers are now coming to buy decent stuff from us, because they love drinking wine, rather than just falling for big labels without question” revealed Mark Walford of U.K. wine merchant Richards Walford. “Following their palates, Chinese consumers are drifting away Lafite, Mouton etc,”said Steven Yin, sommelier at the Shangri-là hotel in Qingdao. “Now Chinese customers want something new and are more educated on quality. They are looking for taste and value.”


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