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In China there is a movement ‘from the era where prestige wine was only brought as a face-enhancing gift towards the world where consumers care more
about how it tastes – because they will be drinking it themselves – and how much it costs, because they are more likely to be paying for it themselves.’

More people and a greater diversity of people are drinking wine in China, the prices and types of the wine being drunk are becoming more varied and consequently, customer knowledge of the wine industry is also increasing.

They estimate that a greater number of Chinese citizens are drinking more imported wine than before. It is not a market limited to an upper-class that brought fine wine for status, hence the total volume of wine consumed is still increasing despite the consumption of the finest French wines decreasing. Nowadays Chinese wine consumers are drinking for personal daily consumption.