Sparkling wine gains recognition in China

Champagne’s innovative marketing strategies, with its link to fashion, luxury and celebrities, are helping to build a high-end image in China and attract more consumers.

According to Chinanews.com, China’s Customs Bureau reported that more than two million bottles of sparkling wines were sold in the country in 2012, marking a 51.8% increase from the year before.

In terms of the import volume, France topped the list, accounting for 35.5% of the total market in 2012. Italy ranked second with 31.2% of the market, followed by Australia (10.5%), Spain (6.9%), Germany (6.4%) and the US (2.3%).

In addition, French sparking wine made €47 million of the total sales, accounting for 73.2% of the market share by value.

Wang Wei, director of China Champagne Industry Committee said: “The Champagne and sparkling wine market in China is on the rise, but most Chinese consumers are not very familiar with sparkling wine.”

She also mentioned that Champagne has gained popularity in major cities such as Beijing and Shanghai, where there are a lot of foreigners and a fashion-conscious middle class.

“More and more Chinese people are enjoying Champagne in China,” she said. “Especially those who have passion for luxury goods as well as those young people who are influenced by western culture and know how to drink Champagne.”