Hervé Henrotte, Agricultural engineer and oenologist, International consultant. « A sign of upward social mobility, wine is a Chinese dream. One cannot speak of an average budget per client here, nor of an average price per bottle, the standard deviations are too big to make this significant.

There exists two markets in China: very cheap wines (€1) and very expensive wines, for which there are no limits. The latter market being found in city centres mainly, where the population is the wealthiest.

High–end products are sold more easily, the very rich Chinese being ready to spend large amounts for a very good wine. A new market has been growing recently, however, in between those two. Big differences also exist between regions: heaviest consumption occurs on the coastal areas (Shanghai, Peking,…). Wines, mainly the Grands Crus Classés (Lafitte, Latour, Mouton), are drunk during meals or kept for parties. The Chinese choose their wines on the basis of their presentation, of their origin, of their price, of their mention in the Parker guide and for the advice given by the merchant.

The latter is not always qualified in wines and consumers mainly drink what they know. The Chinese however want to educate themselves and we should take this opportunity to train them to the socio-cultural concept behind wine, to educate them on the various varieties of grape, and a few trade shows every year are not enough any more.

Advice should be given, not only on the selection of a wine and on its tasting, but also on its storage… »

November 2012