From 2011 to 2015, the consumption of still wine in China slowed down, but the consumption of sparkling wine increased by 191% due to the demand of festival occasions. With the trend continuing, the consumption of sparkling wine is expected to increase by 50% in the next fi ve years. As the 10th biggest importer of sparkling wine, China is expected to surpass Austria, the Netherlands and Switzerland to become the seventh largest importer by 2020. Meanwhile, the average price of imported sparkling wines in the Chinese market rose by 27.2% to $5.74 per liter (approximately $4.3 per bottle), which shows increasing demand for higher quality wines. Among many varieties of sparkling wines, the sales of Italian Prosecco continue to grow and are expected to increase by 13.6% in 2020.
The China market lags behind
Globally, sparkling wines are growing much faster than still wines. Overall, the consumption of sparkling wine is only one-tenth of that of still wine, but in Germany, the world's biggest sparkling wine market, for every fi ve bottles of wine consumed, there is one bottle of sparkling wine. The reason why sparkling wine is not as popular as still wine is partly because many people regard it as a celebratory drink rather than a daily drink. In the Chinese market, the consumption boom of sparkling wine has not yet arrived. According to IWSR, a wine research institute, 160 million cases (9 liters per case) of sparkling wine were consumed in China in 2016, which was only 1% of its total consumption of still wine, far below the global average of 10%. However, some new signs indicate that consumers are gradually realizing their prejudice against sparkling wine, which may fundamentally change the habits of sparkling wine consumption in China. A survey shows that most Chinese consumers are not interested in sparkling wines such as Champagne, Cava and Prosecco, mainly due to the lack of awareness. A wine educator said, "Chinese people know more about red wine than sparkling wine. One reason is that there are not many occasions when they think they can drink sparkling wine." According to the educator, "the lack of occasions" is due to the lack of understanding of sparkling wine on the one hand, and the unawareness of the value of sparkling wine on the other hand. If they want to drink something refreshing, they would be likely to choose beer.
The younger generation becomes the main consumer group
According to data collected in the survey, Chinese people generally feel that they have little connection with sparkling wine. Most urban middle and high-end consumers are more likely to choose red wine. 73% of respondents said they had drunk red wine in the past 12 months, while 29% and 28% had drunk champagne and Italian sparkling wine respectively. However, the survey also shows that the new generation of Chinese wine consumers, especially those in urban areas with higher education who graduated from university in the past 10 years, is more willing to explore varieties beyond the traditional Bordeaux red wine than older consumers. The new Chinese generation likes to enjoy life, embrace the Western style and try new things. Sparkling wine meets their needs and brings a unique drinking experience. Perhaps more importantly, sparkling wine is something their parents have never got in touch with before. Data show that the young generation is the main consumers of sparkling wine.52% of sparkling wine consumers are between 18 and 34 years old. Although champagne is the most widely-known sparkling wine in China, its high price means that only a few people can afford it. People usually associate it with gifts and celebrations. However, importers and retailers predict that other sparkling wines will make breakthroughs in the future, as firstly their prices are more affordable and secondly their tastes are more acceptable for Chinese consumers. These two characteristics make sparkling wines suitable for consumption in informal occasions. Furthermore, as the young Chinese generation has gradually abandoned the "Cheers" culture, low alcohol content also has considerable attraction for them. Abundant channels will enable more affordable sparkling wines to enter the market, while online sales channels will provide consumers with more options of sparkling wines at lower prices, which will promote the growth of sparkling wines in the Chinese market.
Guiding consumption habits is the key
A survey on consumers and professionals shows that the most promising sparkling wines in the Chinese market are those with sweeter taste (not as sweet as sugar but suffi ciently balanced with peracid), fi ne bubbles, low alcohol content and ripe fruit fl avor. For example, Martini and Caveicchioli sparkling wines have achieved certain success in the Chinese market, because their tastes are very easy for new consumers to accept, and their low prices make them a new alternative for leisure, party and other occasions. Sparkling wine, especially French champagne, is often regarded as a high-end, luxurious and romantic drink by Chinese consumers, which makes sparkling wine unable to be frequently consumed, thus restricting its growth. "Chinese people usually regard sparkling wine as a special wine for formal celebrations, such as annual meetings, weddings and other occasions." Brand operators of sparkling wine should recognize this situation, promote sparkling wine as a "refreshing, easy-to-drink and easy-to-access drink", and guide consumers to cultivate the habit of consuming sparkling wine at home and restaurant.
This article is from Food2China.
