Chinese consumers drink wine on various occasions and the wine are no longer considered as a luxury item. In other words, beverage manufacturers think that the wine has lost its status and become just another alcoholic beverage among others like beer or BaiJiu.
The beginning of the history of Chinese wine is dated back to more than 4,600 years ago. In 1995, a Joint archaeological team investigated the northeast was far 20 km away from the two archaeological sites, and discovered the remnants of kinds of alcoholic beverages, including grape wine, rice wine, mead, and several mixed beverages of these wines. More than two hundred ceramic pots were discovered at the sites, and about 70% of them were specifically used for grape wine. Subsequently remnants of grape seeds were also discovered.
China (including Hong Kong) is ranked the top ten global markets for wine consumption. Traditionally, the market has been dominated by beer, but from 1980s, changes have been made to the international wine market. Specifically to France, and the taste of Chinese drinkers has begun to change. However，in next few decades, this country is standing as a wine consumer and expected to rise. Distributors sell many wines package which was awarded first prize and sell them as consumer goods. Some upscale niche products remain successful but marketing investments will drive much of this success.
A key to success here will be the ability to create a portfolio of relevant wine brands able to fit different kinds of consumers ‘ tastes around the world and to understand the specificities of the distribution’s system of each market.
In this scenario a large part of the Chinese middle class consume wine occasionally. The wine will be available in many trade and sub-trade channels. Many specialist retailers will emerge and none will dominate.
At the same time, there are a number of wine lovers in every city across China, and for them the country of origin remains an important differentiation factor. French wines will continue to have a great reputation, but will no longer be dominated. Wine lovers will learn about wines from other countries and many enology clubs will emerge for consumers excited to buy their wine in specialist retailers whose advices seem reliable. Some fans will engage in collection of fine wines they will look as a serious investment. Chinese wines will become more popular with its low price and relatively good quality.
Statistics show that the main market for white wine is among females, who prefer it than beer. But beer is still the main alcoholic beverage for most men. Red wine has become a symbol of the elite and rich and is usually drink as a table wine, even as a condiment of Kitchen Ware.