Young Chinese wine drinkers driving ‘fundamental’ change

Young Chinese wine drinkers driving ‘fundamental’ change

A power shift in China’s imported wine market has seen a switch from traditional, high-end wine connoisseurs to younger and more casual drinkers, says a new study. According to Wine Intelligence’s China Portraits 2015 report, a brand new wine consumer segment has emerged since its last study in 2012: Developing Drinkers, typically younger and less involved consumers who tend to buy wine at mainstream or entry-level prices. These people are more likely to be graduates, working in high-earning professions and in their late 20s or early 30s.

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