Chinese Wine Education

pexels-photo-66636

Investigators: Dr Armando Maria Corsi, Dr Justin Cohen, Prof. Larry Lockshin

Chinese University students studying in Australia are used as a proxy for the emerging young/novice wine drinker in China. The effectiveness of wine education was tested over 3 wine education programs that manipulated the structure of wine presentation, the orientation of taste descriptors and food matching in a Chinese versus Western context. We also tested the length of a wine course provided in order to identify the best approaches to create interest in wine among new Chinese wine drinkers.

Read more: Chinese Wine Education Project

image-description

Now available as an eBook exclusively to Apple iBooks

image-description

The Ehrenberg-Bass Institute for Marketing Science is the world’s largest centre for research into marketing. Our team of market research experts can help you grow your brand and develop a culture of evidence-based marketing.