Dynamics of wine consumption in China: an empirical study

China may not be the first country that comes to mind when people think about wine consumption or production; however, the wine market is undergoing dramatic change. The recent increase in wine consumption in China has significant implications for researchers and the business community both within and outside of China, given its growing population and the rising purchasing power of the middle class.\ud \ud Using quantitative research methods, this paper examines the factors affecting wine purchasing decisions in China. This study reveals the intrinsic attributes-seeking segment in China. Furthermore, it finds rising income, gender and overseas experience to be key drivers of frequent wine consumption. Moreover, new media is recognised as an increasingly important information channel for wine promotion