China’s entry-level wine market gets boost

14th July, 2014 by Simon Howland

A government crackdown on gift giving has slowed down sales of top end imported wines in China, but sales at the other end of the market are booming.

John Watkins ASC

John Watkins ASC

Speaking to the Wall street Journal, John Watkins, head of China based wine merchant, ASC Fine Wines, said of the measures: “We all thought the anti-corruption would be a six- or eight-month program.

“None of us imagined they’d double-down and deepen the reforms and policies.”

Watkins went on to suggest it’s not all bad and European countries other than France could be set to benefit.

“We’re selling more at the entry level. Burgundy is hot. We’re seeing strong interest in Italy and a growing interest in Spain,” he said.

Watkins also pointed out the potentially positive impact of the growth in the Chinese domestic industry, now the fifth biggest in the world, adding that a healthy domestic wine industry is “great for imports”.

Citing the US as an example, Watkins said: “In the early 1970s, there was very little domestic wine drunk and only a bit of imported wine being consumed in the big cities then in the 1970s, Californian wines took off and it brought average Americans into the market.”

Watkins drew further parallels between the US and the Chinese wine market, adding: “As volumes grew, people became more sophisticated and wanted to try other things—they started experimenting with French, Italian and Spanish wines. Then, the growth of imported wines grew faster than domestic wines. We’re hoping the same trend happens in China.”

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

European Brands Sales Manager, Field Sales Managers and Executives

Amathus Drinks PLC
London, Brighton, E Sussex/Kent, Cornwall & Devon, GB

Commercial/Sales Manager

Crush Wines Ltd
Bremhill/Home office, GB

Wine Buyer

Adnams
Southwold, UK

Sales Manager - Scotland

Eurowines Ltd
Scotland

Sales Manager - North-West England

Eurowines Ltd
North-West England, UK

Sales Manager - London

Eurowines Ltd
London, UK

Key Account Manager - Grocery

Australian Vintage Limited
London (Croydon), UK

Key Accounts Manager - Impulse

Australian Vintage Limited
London (Croydon), UK

Business Development Manager

Regency Wines Ltd
North Devon & Somerset, UK

Sales Manager - North East England

Eurowines Ltd
Within 15-20 mile radius of York, UK

National Account Manager

Ehrmanns Wines
London, UK

London Account Manager

The Drinks Club
London, UK

London Sales Executive

Gourvid Limited
London and Greater London, GB

Logistics Administrator

Speciality Drinks Ltd
Park Royal, London, UK

Head of Sales - Hush Heath Estate

Hush Heath Estate
Kent/ London, UK

The Global Merlot Masters 2017

Deadline : 2nd May 2017

db Awards 2017

Deadline : 3rd May 2017

The Global Organic Masters 2017

Deadline : 2nd May 2017

The Global Sparkling Masters 2017

Deadline : 12th May 2017

Click to view more

Global Chardonnay Masters 2016

Now in its fourth year, the competition will identify the best Chardonnay from all around the world in every price range.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

The Global Malbec Masters 2016

the drinks business is proud to announce the inaugural Global Malbec Masters 2016.

Click to view more