A 'show system' approach for better marketing of Australian wine in China

Author: Cohen, Justin

Abstract: This article provides a discussion of the Australian wine industry in China using the findings from Wave 4 of China Wine Barometer- a bi-annual tracking program conducted by researchers at the Ehrenberg-Bass Institute for Marketing Science to gain a greater understanding of Australian wine in the Chinese market by measuring the brand health of Australian wine against its major competitors across nine cities in China. The article particularly highlights the challenge of decreasing mental availability for Australian wine brands/ regions due to increased choice, complexity and availability of general consumerism in China. It is not just the Australian wine industry losing grip in consumers’ minds- the wine industry as a whole struggles to remain stable in this market with the authors suggesting a more strategically intertwined, collective marketing effort for greater impact. The authors suggest a similar cooperative effort be adopted by the wine community in Australia to relive the success of ‘the early days’ and reclaim the mental availability of Chinese wine consumers

Co-author(s): Corsi, Armando; Lockshin, Larry

Publication: Wine and Viticulture Journal, Vol. 30, no. 4 (2015), pp. 62-63

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