Talking wine the Chinese way – a wine marketer's guide to Chinese consumers

Author: Carne, Nick

Abstract:The rapid growth and repositioning of the Chinese wine market represents a significant growth opportunity for Australian businesses. Yet China still poses cultural barriers. How can the Australian wine industry maximise their exposure to China’s burgeoning middle class?

A series of wine research projects are helping to further understand the motivations and preferences of the Chinese market. The centrepiece is the Chinese Wine Lexicon which translates Western wine terms into familiar Chinese flavours, thereby enabling cross-cultural understanding and consumer authenticity—the key to creatively and appropriately promoting and selling wines in China.

Publication: unisabusiness Magazine, Issue 8, (July 2016), pp. 20-23

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