The latest Wine Intelligence report on the Chinese wine market – China Landscapes 2018 – provides an overview of the consumption behaviour and attitude towards wine among Chinese urban upper-middle class imported wine drinkers, as well as the latest trends observed by the trade.
Key findings include:
1. THE VOLUME OF IMPORTED WINE CONSUMED IN CHINA CONTINUES TO GROW
The volume of imported still wine consumed in China continues to grow at a double-digit rate, and now accounts for almost 40% of the total still wine volume sold in China

2. LAFITE, [YELLOW TAIL] AND PENFOLDS ARE THE MOST POWERFUL IMPORTED WINE BRANDS IN CHINA
Based on a combination of consumer reported brand health measures, Lafite, [yellow tail] and Penfolds have the highest Brand Power scores among all the imported wine brands tested
3. SUPPLY CHAINS ARE EXPLORING NEW DISTRIBUTION AND SALES MODELS TO ACCOMMODATE THE EXPANDING, YET INCREASINGLY FRAGMENTED, MARKET
Shortening the supply chains and getting closer to the end consumer has emerged as a key focus among some brand owners and their distribution partners, who are developing a more regional focused distribution network and direct-to-consumer channels
4. ONLINE RETAILERS INCREASING FOCUSING ON SELLING PREMIUM AND FINE WINES TO INCREASE PROFIT MARGIN AND SEEK DIFFERENTIATION
Due to the increased competition for entry-level wines, larger e-commerce platforms (e.g. JD, Tmall) are moving towards premium and fine wines, in order to increase profit margin and seek differentiation
5. THERE MAY BE OPPORTUNITY FOR LOWER-ALCOHOL GRAPE-BASED WINE AMONG NEW DRINKERS, WHO PREFER THE TASTE OF LIGHTER STYLES OF WINE
Most lower-alcohol grape-based wines consumed in China are lighter, sweeter styles of sparkling and remains a minority category. Alcohol level is still not a key driver of wine choice with consumers not actively looking for lower-alcohol grape-based wine
6. THE OPPORTUNITY FOR ORGANIC WINE IS LIMITED IN CHINA
A lack of consumer demand, coupled with complex certification process, makes the return on investment potential currently marginal for organic wine in China
Drawing on data collected from our March 2018 wave of Vinitrac® (the world’s largest ongoing omnibus survey on wine consumer attitudes and behaviours), trade interviews, secondary sources and market experience, this 90-page report offers a detailed analysis of how the market is performing and includes:
▪ Demographics of Chinese urban upper-middle class imported wine drinkers by gender, age, Chinese cities and income
▪ Wine buying behaviour, including channel and store usage as well as choice cues
▪ Wine-producing country and region awareness and varietal consumption
▪ Wine brand health analysis and insight and measures such as brand awareness, purchase, conversion to purchase, consideration, affinity and recommendation with tracking
▪ Profiling of China Portraits segments
▪ A full user-friendly data table with data from the questions asked of consumers, cross-tabbed by gender, age group, key cities, and China Portraits segments