TRADE ARTICLES

Global Wine Marketing Expertise

Every year, the Institute writes and publishes articles in a number of wine industry magazines and trade journals. These articles discuss our research findings and provide useful commentary for understanding and implementing the outcomes into business practice.

Thinking outside the bottle: information about Australia can increase the choice of Australian wines by Chinese consumers

Author: Williamson, Patricia Osidacz

Abstract: Many Australian wine producers are targeting China as a new market. With a population of more than 1.3 billion and a growing middle class, the potential for wine sales in China is huge. However, cultural differences and competition from other wine-producing countries are all barriers to be overcome. The authors examine wine consumer behaviour in China, including the factors that influence choice of Australian wines.

Co-author(s): Loose, Simone Mueller; Lockshin, Larry; Francis, Leigh

Publication: Wine and Viticulture Journal, May/June 2014, pp. 71-74

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