Despite ranking among the world’s biggest wine consumers and claiming that red wine is their drink of choice, China’s wealthy elite know remarkably little about their favorite beverage, by their own admission.
The Drinks Business reports:
The information was revealed in the magazine’s “2013 China Wine Report”, which asked 679 “wealthy consumers” in the country about their wine knowledge and consumption behavior.
When the results of the survey by the influential Chinese luxury title were published last month, it showed that 27% of those polled admitted they didn’t know anything about wine.
Furthermore, just over half said they only had a basic knowledge of the drink, while as few as 9% identified themselves as wine enthusiasts and connoisseurs.
The survey also highlighted that 37% of wealthy Chinese admitted that they saw fine wine primarily as a way to impress their business clients and guests, while many of the wealthy consumers said they were more interested in investing in fine wines than drinking them.
Chinese wine consumers also tend to prioritize brand and vintage over flavor, which is why famous French wines prosper, while German, and other lesser known wines, struggle to make a splash.
Lesser known vintners have tried to appeal to the Chinese palate by holding wine-pairing dinners to show how well their wines complement Chinese dishes, but these have seen mixed results.
[Image credit: @tonyjcase]