Sparkling wine set to rocket in China
Sparkling wine consumption in China is set to take off, boosted by a wave of more affordable options, according to research by Wine Intelligence.
Sparkling wine consumption in the country has in the past been very low compared to still, but this could all be set to change as a plethora of more affordable options hits the market. The surge of more affordable fizz was drawing in “the average consumer”, particular young professionals for whom more expensive varieties, such as Champagne, had previously been out of reach, said Wine Intelligence’s research director Chuan Zhou.
“There should be a bright future for sparkling wine in China overall because it connects with the needs of the young generation, which is moving away from the ‘ganbei’ or ‘bottoms up’ drinking culture,” she said.
Importers and retailers are also anticipating a boom in the coming years for non-Champagne sparkling wines, added Zhou. “This is due to the typically lower price and also the flavour of such bubbles being more suitable to the Chinese palate – both of which allow consumers to enjoy it on informal and frequent occasions,” she said.
Education, however, is key to increased awareness and appreciation, added Zhou, with the Chinese strongly associating sparkling wine with celebrations and special occasions, she said.
“Conveying the message that sparkling wine is suitable for drinking at informal occasions, such as gathering with friends, is crucial.”
In 2016, China consumed over 160 million 9-litre cases of still wine compared with only 1.6 million 9-litre cases of sparkling – the equivalent of 1% of still wine versus a norm in most other markets of around 10%, according to the IWSR.