Recent research over over 3000 Chinese wine drinkers has suggested that the richest 30% of China’s population purchase more than half of the countries entire spend on wine.
The region relies heavily on business entertaining for much of its wine trade which accounts for over 40% of the country’s wine related spend.
The types of wine purchased by the big spenders tends to be Bordeuax and Burgandy but these people tend not to purchase every day wines for consumption at home.
Part of the same study reveals that ‘Adventurous Connoisseurs’ spend over 20% of China’s wine budget even though this group represents less than 10% of the wine drinking population. This sector tends to be more adventurous in terms of the types of wines they consume.
Young people who are trying out wines and those who purchase wine to consume at home account for over half of the wine drinking population although they only contribute around 30% of the sales in terms of volume purchased.