China’s taste for Australian red wine

With a value estimated at over $1.7 billion China’s wine import market is growing rapidly.

Finding out what Chinese consumers like in a glass of red is UniSA School of Marketing PhD student and Senior Sensory Scientist at The Australian Wine Research Institute (AWRI), Patricia Williamson.

Patricia has been working out the most important factors that influence Chinese consumers’ purchasing choice of red wine with some interesting results.

“After doing my literature review I discovered that cultural differences and competition from other wine-producing countries are barriers to overcome,” Patricia says.

“Wine is generally not considered an everyday beverage like in Australia.

“It’s associated with sophistication and is not so accessible to the total population because of the high costs.

“Research has also shown that health concerns are an important factor in Chinese consumers’ decision to drink red wine and that Australian wine is a reliable choice for everyday drinking for some Chinese consumers, but for special occasions French wine is the choice.

“So we decided to investigate how to improve the image of Australian wine compared to more established French wines.

“So far I have found that information about Australia has a considerable impact on choice.

“Buyers’ reviews are the most important attribute influencing choice of wine and messages about the environment and taste of wine are most effective to increasing the choice of Australian wine compared to French, Italian or Chinese wine.”

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