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Largest red wine market

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China is already the largest red wine market in the world. Perhaps not surprisingly, then, wine marketing in China has been increasingly dynamic in recent years, as wine brands from around the world look for new ways to access this vitally important market.

One major allure of wine for many Chinese consumers is the fact that wine has lower alcohol by volume (ABV) content than the traditional national drink, baijiu. As a result, the perception is that wine is healthier to drink than spirits.

The Chinese government is very keen to develop wine culture in China, and as a result, has dedicated significant resources to wine education.

Being able to talk knowledgeably about wine is one way to demonstrate social cachet.

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