News

China's thirst for Australian wine continues as purchases move online - research

Most popular

How COVID has changed consumers' shopping habits

COVID is opening up aged spirits to a new world

How COVID has driven at-home indulgence - trends

Pernod Ricard Performance Trends 2016-2020 - data

PepsiCo's Driftwell launch a seachange for drinks

MORE

China's imported wine consumption continues to rise, driven by Australian wine.

Wine Intelligence has released the China Landscapes 2018 report

Wine Intelligence has released the China Landscapes 2018 report

According to new research, wine from Australia has the second highest awareness and consumption levels among consumers after France. The Wine Intelligence China Landscapes 2018 report said 53% of urban upper-middle class imported wine drinkers in China are aware of Australia as a wine-producing country while 36% have drunk wine from Australia in the past six months.

The research also highlights the continued shift to online purchasing in China. According to Wine Intelligence, the "declining use of bricks-and-mortar channels" such as hypermarkets and department stores show e-commerce is "continuing to gather momentum".

When it comes to brand health, Wine Intelligence reported domestic Changyu and Great Wall have the highest 'brand power' scores, while Lafite, Yellow Tail and Penfolds have the highest brand power scores among imported wine brands. Brand power is based on a number of factors including consumer-reported brand health measures as well as an 'awareness' and 'purchase' index. 

"One might think the most successful imported wine brands in China are predominantly from Bordeaux," said Wine Intelligence research director Chuan Zhou. "That might have been true five years ago when imported wine was primarily associated with gifting and business occasions, but as the market is shifting towards personal consumption, more imported brands from Australia, Chile and other major producing countries are building their presence in China and connecting with their audiences."

He added: "It's also worth noting that, across the 32 markets where we conduct research, China is the only country that has seen such impressive performance of online retailers being used for wine purchase."

Also this week, Treasury Wine Estates announced the development of a bajiu-fortified Shiraz under the Penfolds brand

Middle-class Millennials, working with Tencent and using Big Data – Pernod Ricard's operations in China - Focus


Sectors: Wine

Expert Analysis

Battle of the Generations - The fight for iGen, Millennial, Gen X and Baby Boomer consumers

Battle of the Generations - The fight for iGen, Millennial, Gen X and Baby Boomer consumers

Different consumer age groups now have very different expectations and relationships with brands. Understanding what those are, and developing ways to influence them, is becoming increasingly crucial ...

VIEW REPORT

Related Content

Australia beats France to head China's 2019 wine value charts - figures

Australia beats France to head China's 2019 wine value charts - figures...

Hard seltzers put pressure on US wine consumption - research

Hard seltzers put pressure on US wine consumption - research...

Australian wine exports dip as COVID-19 takes toll

Australian wine exports dip as COVID-19 takes toll...

Wine exports continue to climb for Australia as coronavirus threatens 2020 - data

Wine exports continue to climb for Australia as coronavirus threatens 2020 - data...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?