Optimising the impact of wine education on Asian consumers: training with Western or Chinese terminology

Author: Corsi, Armando

Abstract: The article presents author’s views regarding the aspects of the Australian Grape and Wine Authority (AGWA)-funded research project which talks about the Asian market demand for Australian wine and methods of spreading awareness of wine for novice Asian wine drinkers. The research compared two ways of categorising wines, either by region or grape variety, for teaching wine appreciation to Asian students to find which worked better. Topics discussed include benefits of project, educational techniques for investigation of impact of Western versus culture-specific (Asian) tasting terminology and food matching

Co-author(s): Cohen, Justin; Lockshin, Larry

Publication: Wine and Viticulture Journal, Vol. 30, no. 3 (2015), pp. 68-69

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