continued - Grape and Wine Research and Development Corporation

5 major characteristics of China’s wine market
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Grape wine expected to replace baijiu among the developing
middle class and younger generations
60% of annual wine sales occur during two major Chinese
holidays (Chinese New Year and Mid-Autumn festival)
Packaging and labeling are more important than taste (today)
driven by “premium” image often more perceived than real
On-trade channel in largest cities represent major distribution,
but expansion of leading retailers will expand off-trade channel
Red wine is the clear preference (>85% of the market)
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