Understanding the Power of Sensory Marketing in Wine Culture Promotion

Abstract

This chapter aims to study whether and how sensory marketing helps promote wine culture in China. Firstly, we will look into the nature of the alcohol industry in China, give an updated portrait of the main players and typical consumers, and investigate the possibilities of local liquor and international wine brands to apply sensory marketing in order to increase the consumption of alcoholic beverages. Secondly, the relevance of sensory marketing to the wine industry in scientific literature will be analyzed by a citation analysis. Thirdly, case studies will be considered and qualitative analysis performed to evaluate the impacts of sensory marketing strategies in wine promotion. An online survey was conducted in order to determine the market potential for imported wines among young consumers and their interest in sensory marketing activities.

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