TopWine China 2015 Newsletter
Issue: 3310 / 2014

Give people more chances to
taste wine, says Li Demei

Chinese consumers are turned off by too much information on a winery's history or winemaking techniques and want more opportunities to taste, according to expert professor Li Demei of the Beijing University of Agriculture.



Speaking at a recent Asia-Pacific Economic Co-operation (APEC) forum on wine regulation held in Beijing, Li Demei said it was important to remember the value of tasting. He encouraged the wine trade to organise more events. "The Chinese consumers, as entry-level consumers, do not have the patience to listen to long introductions of winery history and too many technical details."

The recent government austerity measures in China have been blamed for the current situation in the Chinese wine market. Imports of wines have fallen in the past 18 months. However, professor Li pointed out that many consumers are still willing to buy wine. But, they do not know what to buy. "To promote wines to this group of people, we should find a quicker way for them to actually taste the wines. The consumers will feel lost and scared with too much detail [about] winemaking techniques, and even have no confidence in drinking wine."


Wine Australia Certifies Chinese language educators  

Wine Australia has certified two more Chinese language educators who will be based in Adelaide and Melbourne and who have already held their first classes. Ruyi Li and Jackie Qi are joining the ranks of 17 other wine educators accredited by Wine Australia who are based across mainland China.



Li is based in Adelaide and has 10 years of experience in the industry who also holds a bachelor of Bio-engineering (Viticulture and Oenology) and a masters in Viticulture and Oenology from Northwest University in Washington and a Ph.D in Wine Science and Business from the University of Adelaide.



Qi, based in Melbourne, spent two years working as an assistant winemaker at Sandhurst Ridge in Victoria and has a bachelor of Horticulture from China Agricultural University and a masters in Viticulture from the University of Adelaide.

Willa Yang, Wine Australia's regional manager for China, said: "Education is a core pillar of Wine Australia's global market development strategy. Through our A+ Wine School programme and Chinese language classes, we have the opportunity to cultivate a love and appreciation of Australian wine among Chinese trade and consumers. It's our hope that students of the A+ Wine School classes will share their knowledge and experience with others and will be more likely to buy Australian wine in the future."

The number of accredited Chinese educators and Chinese-language programmes is rising. The WSET recently announced it was the launching the second phase of its programme in China to include its level 3 course.


Spanish wine sent back the most by China Customs   

In the first half of the year of 2014, Chinese officials found 77 shipments of wine that are deemed unfit to enter China and were sent back or destroyed.  



Most of the shipments came from Spain or French, together the two countries made up 63%. Failure to conform to the minimum limit of sugar-free extract, the maximum limit of copper, and to provide required certificates are among the top reasons for sending back.


China wine import data in July 2014    



China Imported Wine Monthly Report in July 2014 was released by and GrandView, highlights are listed as follow:


  • China wine import volume has increased for 6 consecutive months since February, for reasons that the Mid-autumn and National Day holidays are approaching.
  • The import value of sparkling wine rose the most in July.
  • The average price of imported wine decreased compared to last July.
  • Bottled wine's import volume of the top 6 countries has all risen except for Italy.



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