Young People Driving Wine Boom In China, Especially Among Women

cwsa-newsAccording to a recent study by Wine Intelligence, the number of urban, middle class Chinese consumers drinking imported wines has risen from 19 million to 38 million in just three years – a 100% increase. According to Wine Intelligence China Representative Chuan Zhou, much of the boost comes from young, female drinkers, saying, “In 2012, the first time we studied the Chinese market, only 30% of imported wine drinkers were under 30 years old, and three years later, it accounts for nearly 50%. And three years ago females were one third, and now they are almost half of the imported wine drinking population.” He went on to explain that this is just the tip of the iceberg, and that this growth is expected to skyrocket in the coming years. According to Zhou, the growing Chinese wine interest stems from a number of factors, and among young people it is largely due to “self expression – they think that wine indicates that they are doing well, makes them feel sophisticated and modern and open to a western lifestyle.” Foreign wine producers, explained Zhou, will profit from marketing to this booming consumer-base. 

Comments are closed.