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CHINA WINE SALES DRIVEN BY
YOUTHFUL ENTHUSIASM




According to regional experts, the backbone of the growing Chinese wine market is currently young people who are drinking imported wines.

Chinese millennials are participating in special wine courses in droves in order to bolster their knowledge of foreign wines. A study from Wine Intelligence’s China Portraits Report revealed that 19% of import wines are now purchased by so-called ‘Developing Drinkers’, and that this number is growing rapidly.

THE 19 MILLION CHINESE IMPORTED WINE CONSUMERS IN 2010 HAVE RISEN TO 48 MILLION IN 2016.

THE TOTAL VOLUME OF SALES OF WINE IN CHINA ROSE FROM NEARLY 1 BILLION LITERS IN 2010 TO MORE THAN 2 BILLION LITERS IN 2015.
BY 2020 THE FIGURE WILL REACH 3.5 BILLION LITERS.

MOST OF CHINA’S WINE CONSUMERS FALL IN TO THE AGE GROUP OF 19-40; THERE ARE ABOUT 430 MILLION PEOPLE AT THIS AGE GROUP.