China has a growing urban middle class, and the newly affluent in
Beijing and Shanghai have driven sales of a wide variety of luxury
items. Although wine is expensive in China, cost is part of the charm.
Wine drinking is perceived as fashionable, and is often featured in
advertising, lending an elegance and desirability to products and
services. Interestingly, the surge in wine imports is largely the
result of an increase in bulk wine arriving from Australia, Chile and
elsewhere in 6,000 gallon-bags. Later, the foreign wine is combined
with local ingredients and sold as Chinese bottled wine with names like
Dynasty and Great Wall. While some wine is being produced in China, its
quality is not up to western standards. Still, packaging and
presentation are key to elevating the price point.
In China, wine is fine
Wine imports surged by 91 percent in the first nine months of 2006, sources say.
May 31, 2007
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