Affluent young Chinese women may be the future of New Zealand’s wine industry, according to the New Zealand Herald.
The past few years have seen a sharp growth in wine consumption in China, particularly among young people who are trying to copy the western lifestyle.
Sales of New Zealand wine in China have increased substantially in recent years and annual wine exports to China are now worth more than NZ$25 million.
“The younger drinkers, particularly 25 to 35-year-old women, are a very important target group for us,” says Chris Yorke, global marketing director for NZ Winegrowers.
Wine exports to China have increased from 204,000 litres in 2007 to 2.5 million litres in 2013.
China has now replaced the Netherlands as New Zealand’s fifth largest wine export market, with shipments up by 6 per cent in value for the year up to the end of June 2013, according to the latest annual report by trade body New Zealand Winegrowers.
Although the market is still dominated by domestic brands, imported wines are perceived highly by Chinese consumers.
Currently, imports accounting for one-fifth of domestic market share, which Yorke says means a “huge opportunity” for New Zealand wine companies.