Fountain, Joanna M.Mackenzie, M.Terblanche, N. S.Pentz, C. D.2020-09-232019https://hdl.handle.net/10182/12782Wine knowledge and wine culture is challenging and, at times, intimidating for consumers. A lack of knowledge may result in poor wine choices by consumers, or the perception of too great a risk, resulting in reduced wine consumption (Taylor et al., 2008). Increasing wine knowledge can be achieved in a number of ways: through structured educational courses, enthusiastic experimentation with wines, informal discussions with friends, or visiting wineries and wine regions to experience the wine and wine culture. To date there has been limited research exploring the role of formal wine education programmes on consumer’s wine knowledge, preferences and consumption patterns. Furthermore, the motivation for participating in wine education programmes is relatively unknown. The need for wine education as a component of market success can be better illustrated through regions of the world that have not previously experienced a strong desire for wine such as China. Despite the growing range and availability of foreign wine in the Chinese market, in general, Chinese consumers’ wine knowledge remains relatively limited. In recent years there has been in China and Hong Kong an increase in the number of consumers signing up to attain formal wine education through courses such as CSW (Certified Specialist of Wine) and WSET (Wine and Spirit Education Trust). The growth of the wine trade in China partly accounts of the increase in wine education courses, as those able to demonstrate a level of wine competency can position themselves at a distinct advantage in the job market, however the number of consumers from outside the wine industry wishing to improve their wine knowledge and general wine tasting ability has increased also. The larger research project on which this paper is based explored wine education practices and wine consumption behaviour amongst Chinese wine consumers in Hong Kong and China. An online survey of 518 respondents of Chinese ethnicity residing in Hong Kong or mainland China who consumed wine regularly (at least once a month), resulted in a sample of 289 who had participated in a formal wine education course. This paper outlines the characteristics of these respondents in relation to the sample as a whole. In particular, it focuses on their motivation to pursue formal wine education, and their perceptions of the outcome of the experience in terms of their wine knowledge and consumption behaviour.291-292enChinese wine consumerswine education coursesConference Contribution - published9780620810067