Chapter 5 - Young Chinese Consumers’ Wine Socialization, Current Wine Behavior and Perceptions of Wine

Abstract

Young consumers – particularly those who are highly educated and who exhibit an interest in wine or wine-related professions – represent an important future market for wine in China. This research employed a qualitative methodology to investigate the early wine experiences of young Chinese university students, their current wine consumption behaviour and perceptions of wine, and their expectations of future wine consumption. Findings reveal that while these young Chinese respondents were introduced to wine at a young age, generally by parents in the context of a special occasion, most currently consumed wine less than once a month and reported limited wine knowledge. They had quite firm ideas about what wine they liked, however, and a large majority of respondents preferred white wine to red, and most also viewed white wine more favourably than red wine, perceiving the latter as too traditional and for ‘old people’. Less experienced wine consumers still perceived red wine as of higher status, however, and learning to like red wine was something to which they aspired.