Author: Corsi, Armando
Abstract: Researchers from the Ehrenberg-Bass Institute for Marketing Science have collaborated with AWRI staff to collect data to create a lexicon of wine descriptors appropriate for use in the Chinese market, to educate drinkers there about Australian wine styles. The article states that food marketing research firm Anovax and Wine Intelligence were assigned to conduct data collection and adds that the lexicon will enable wine retailers to introduce Australian wines to Chinese.
Co-author(s): Cohen, Justin; Lockshin, Larry
Publication: Wine and Viticulture Journal, Vol. 28, no. 6 (2013), pp. 66-68