DFJ Vinhos: Wines in China, A promising but difficult market
DFJ Vinhos: Wines in China, A promising but difficult market
DFJ Vinhos: Wines in China, A promising but difficult market
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Exhibit 9: Ch<strong>in</strong>ese w<strong>in</strong>e consumer<br />
W<strong>in</strong>e Consumption per city ( 1st tier cities)<br />
Wuhau<br />
7%<br />
Beij<strong>in</strong>g<br />
32%<br />
Shanghai<br />
45%<br />
Guangzhouh<br />
16%<br />
Consumption by gender<br />
Women<br />
37%<br />
Men<br />
63%<br />
W<strong>in</strong>e consumption per age<br />
19%<br />
16%<br />
7%<br />
5%<br />
25%<br />
28%<br />
Until 24<br />
25 - 29<br />
30 - 34<br />
35 - 39<br />
40 - 44<br />
45 - 50<br />
Attitude Towards W<strong>in</strong>e<br />
I like what I know Focus on price Try new and different styles of w<strong>in</strong>e<br />
18%<br />
57%<br />
25%<br />
Source: M<strong>in</strong>istério da Agricultura – O Mercado <strong>in</strong>ternacional do V<strong>in</strong>ho, Abril 2011<br />
26
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