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Creating opportunity for Australian ‘fine’ wine in China

Expanding and strengthening memory structures through sophisticated mass-marketing has the potential to grow the volume of Australian wine sold in China, but the messages and approach must be based on understanding category entry points, purchase behaviour and media consumption. There is limited detailed knowledge of who bought what, where and when in the Chinese market and while the Australian category has a positive image in China, it is not clear how current wine drinkers (estimated at around 40 million) versus the potential (900 million with the income to buy imported goods) view ‘fine’ wine in a Chinese context.

This project seeks to understand Chinese customer purchasing and consumption behaviour as it relates to Australian "fine wine".

Project date

26 Sep 2016-31 Mar 2019
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Principal investigator

Lockshin, Larry

Research organisation

University of South Australia (UniSA)

Project led by

Multiple industries
Fruits Other rural industries Wine

Wine Australia

Wine Australia helps foster and encourage profitable, resilient and sustainable Australian winegrape and wine businesses by investing in research and …

Multiple industries
Fruits Other rural industries Wine
  • Location

    Australia wide

  • Organisation type

    Research funding body

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