Abstract
With the rise of China's middle class, the country is undergoing a social transformation. One of the most striking changes is the rapid increase in wine consumption. In 2013, China (including Hong Kong) consumed 155 million nine-liter cases (equivalent to 1.87 billion bottles) of red wine and became the world's largest consumer of red wine (Vinexpo, 2014). China's red wine consumption almost tripled between 2007 and 2013, although there was a 7.4% decline in 2013 in comparison to 2012, which was thought to be due to years of stock building and the government crackdown on luxury gift-giving and excessive spending in 2012 (The Wall Street Journal, 2014). China has attracted the attention of domestic Chinese and international wine marketers in response to its rapid rise in demand. Wine marketers from France, Australia, Italy and the USA are some of the international sellers seeking an opportunity to expand their market share in China (Morrison and Rabellotti, 2014).
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Publication Name
The Wine Value Chain in China: consumers, marketing, and the wider world
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ISBN/ISSN
978-0-08-100754-9
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Pages Count
13
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Elsevier
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Publisher Location
Cambridge, MA, USA
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