Sparkling Wine in the Chinese Market 2018

Sparkling Wine in the Chinese Market 2018
The sparkling wine category in China is extremely small compared to the still wine category. While Germany consumes five bottles of still wine for every bottle of sparkling wine, China consumes 100 bottles of still wine for every bottle of sparkling wine. Moreover, Germany consumes 45.5 million 9-litre cases of sparkling wine while China only drinks 1.5 million according to IWSR data. Despite the small size of the Chinese sparkling wine market within a global context, it is showing interesting signs of growth.

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Sparkling Wine in the Chinese Market 2018 delves into some of the key trends in this small but growing category. In China, sparkling wine is still very much regarded as a drink for celebrations and special occasions; therefore, it is no surprise that Chinese sparkling wine consumers have a high awareness of Champagne and a very low awareness of other types of sparkling wine such as Cava and Prosecco that are more associated with less formal occasions. However, this could all change as the market is seeing a proliferation of cheaper sparkling wines under 100RMB through online and offline retail channels. This is making sparkling wines more affordable to the average consumer, particularly young professionals, since more expensive sparkling wine types such as Champagne had been previously out of their reach.
Drawing on data collected from our October 2017 wave of Vinitrac®, secondary sources and market experience, the Sparkling Wine in the Chinese Market 2018 report includes:
▪Sparkling wine volumes in China, sparkling wine consumption vs. consumption of other alcoholic beverages
▪Awareness and consumption of different types of sparkling wine
▪Style and aroma/flavour descriptor associations with sparkling wine
▪Demographics of sparkling wine drinkers including gender and age among those who consume different types of sparkling wines
▪Motivation to drink sparkling wine, attitude towards sparkling wine and involvement in the sparkling wine category
▪Off-trade occasions to drink sparkling wine vs. other alcoholic beverages, channel usage for sparkling wines and choices cues when it comes to choosing a bottle of sparkling wine
▪Sparkling wine brand awareness, purchase, conversion, consideration, affinity and recommendation among Chinese consumers who drink sparkling wine

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