Chapter 62 7. Winery, Wine and Other Alcoholic Beverages

But the Chinese are not only interested in the export of motorcycles, they can only drink a little alcohol if they drive now... because road traffic inspections have become more systematic and stricter.If China is the world's largest beer market, it is also consuming more and more wine. The Chinese have grown to love good spirits and wines...and they make them!This represents a huge potential. This is a phenomenon related to their purchasing power and fad effect.Chinese people love to follow fashion, and they also pay more and more attention to wine.France regained its leadership in world wine production in 2010 with a production of 419 million cases.At the same time, Chinese businessmen have also become interested in this new market.They distribute and sell wine domestically and invest in France.

While French wines have an excellent reputation and high prices in China, it is still under competition from New World countries like Australia and Californian wines, and even Chinese wines, some of which are equally prestigious . The Chinese take brands very seriously.Lafite wine or XO brandy will sell better than a wine or brandy they consider more ordinary.If a wine is sold cheaply, the Chinese will think it is of poor quality, and they also pay great attention to packaging and labeling.And they need to get a lot of brand and origin logos. Apart from the famous Chateau Lafite, which other wines are the most popular among Chinese?The love for this grand cru does not stop: some vintages that were difficult to sell a few months ago are now sold at auction with amazing results!

Knowing that Chinese people are interested in famous wines, Baron Rothschild Industrial Group, which owns Château Lafite, is planning to build a top winery in China's Shandong Peninsula. China is already the largest wine consuming country in Asia, and it is about to become the eighth largest wine consuming country in the world.Since 2000, the income of China's grape planting industry has grown at an average annual rate of 12% to 20%. Three Chinese brands dominate—Great Wall, Changyu, and Dynasty—and these brands are starting to go international.The Chinese are quick learners and they have excellent grape varieties, planting techniques and a lot of land suitable for all kinds of wine production.They are still confused about the choice of varieties, and mainly go to France to learn "wine culture" and its wine tasting techniques.

For example, Ch.teau Richlieu (Grand Cru according to Française) was acquired by Hongkong A&A International Holding Group (Hongkong A&A International Holding Group). How to supplement the unsaturated Chinese French wine market?It is a problem faced by eager Chinese as well as by French looking to add value to their high-end exports.Are we not active enough? China has become a big wine consumption and production country.In terms of total volume, this country has already ranked among the top ten wine consuming countries, and its wine production is also growing.