Young Chinese consumers’ wine socialization, current wine behavior and perceptions of wine

Abstract

The current research investigates the early wine experiences of young Chinese university students, their current wine consumption behaviour and perception of wine, and expectations of future wine consumption. The research has been undertaken jointly by an English-speaking researcher and a Chinese researcher, aided by a local research assistant. The research has been based on focus groups, offering the distinction of a qualitative study providing in depth insights into a cohort of consumers who are likely to represent an important source of wine consumers in coming decades.