What brings a Chinese alcohol drinker into the wine category

Abstract

In the March/April 2018 issue of this journal, we discussed the importance of understanding how imported wine fits in the broader category of alcohol consumption in China (Cohen et al. 2018). As part of a project generously supported by Wine Australia, we are investigating the needs, benefits, purchase and consumption situations that cause alcohol drinkers to consider buying a wine. This research aims to better understand how we can improve the likelihood that Australian wine will be considered by a broader cohort of potential buyers by understanding not just mental competition in the imported wine category, but also more broadly Chinese wine and other alcohol sub-categories.

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