The size of China's population and it's potential market size, is of increasing interest to the international wine companies as the industry takes on a more global focus. However, this market also poses many problems. In the first place, many businessmen are concerned with how these potential consumers will react to a product which has a rich tradition in the west and is very different to their own fermented and distilled wine products. Further complications are the sheer size of the potential market, the cultural diversity of the population, the rapid economic changes, the inherent business culture and the disorganised nature of the distribution chains.