Abstract
REPORT COVERAGE
This report covers the market for alcoholic wine in the People' s Republic of
China. The report covers the red, white and blended grape and sparkling wines
sectors. There is also some coverage of fruit wines (normally referred to as
' berry wines' in China) in the report. This report does not include yellow
rice wine, or Shaoxing wine, which are covered in Access Asia' s ' Spirits in
China' report.
KEY REPORT FEATURES
This recently updated report includes:
- An overview of China' s total food market with sales statistics up to
interim 2009;
- The total value and volume of wine consumption, including consumption
channel breakdowns and by type of wine, up to interim 2009;
- The total value and volume of wine retail sales, including by sector, up
to interim 2009;
- Leading manufacturer market shares based on revenues to 2008;
- Volume & value forecast the meat market in China up to 2014;
- The retail wine market background and current issues;
- Marketing & distribution;
- SWOT analysis
- Key manufacturer profiles
- Key contacts & trade events;
- Overview of China' s demographics and macroeconomics.
Executive Summary
China claims over 160,000 acres of vinyards nationwide, but much is in remote
areas, such as those in Tibet near Kazakhstan, where Silk Road traders brought
seeds centuries ago. There is also a small native grape (Vitus thunbergii)
that grows wild north of Shanghai. And Russian visitors brought plantings of
Muscat and Ratsiteli to China in the early twentieth century.
Although having been started at the beginning of the 20th century, the wine
industry in China has only recently begun to develop into a significant
market. Chinese consumers have tended to stick to what they know, being beer
and grain spirits - drinks that offer a higher alcohol level per unit than
wine.
However, wines have attained consumer acceptance, not least due to Chinese
politburo member Li Peng, who decreed that state banquets should be lubricated
with wine instead of spirits in 1996. The influence of western eating and
drinking habits have been key in this, as have rising average incomes in
China. Indeed, wine is now becoming the fashionable drink for the wealthy
younger generations in China' s cities, and the "badge" drink of China' s
wealthiest elite.
The value of the market has more than doubled over the last seven years, and
has become much more sophisticated. Not only are there more foreign wine
imports available in restaurants and in the shops, but the number, variety and
quality of domestic wines has also increased. This has served the market by
providing local consumers with a greater array of cheaper products to try.
However, the domestic market has moved on, and domestic wines are now reaching
a level of quality that they can compete on price with imported wines, and
even look to developing an export market. However, the domestic market is
where most Chinese wineries are looking to develop their sales. With about 600
million young Chinese, all exploring new types of alcoholic drinks, the
potential market for sales of wine in the future is great.
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