|  While most people would believe that France, Italy and the US are the biggest nations drinking red wine, China (including the Special Administrative Region of Hong Kong) consumed more than 155 million 9-litre cases or 1.86 billion bottles of red wine in 2013, marking an increase of 136% compared to 2008.It now takes up the top slot followed by France, now in second place with nearly 150 million cases and Italy relegated to the third slot by imbibing 141 million cases, according to the report released yesterday by the Vinexpo body.
Chinese consumers have been increasingly getting hooked to red wine since 2005. Between 2007 and 2013, the same study reveals that red wine consumption was multiplied by 2.75 times in China, while it decreased by 18% in France and 5.8% in Italy.
Main reason for this magnetic attraction to red wine is their regard for various international health studies linking the virtues of red wine with regard to health, when taken in moderation. There has been a considerable need to look for an alternative to the impact of excessive consumption of rice-based spirits. However, culturally, the popularity of red wine is largely due to the symbolic importance of its colour. Red is also considered a very positive colour in Chinese culture. It is associated with wealth, power and good luck. In business circles, these three values are fundamental. Red wine is therefore an obvious choice for business hospitality, where partners can drink to each others’ health. Red is also the colour of China, being the colour of the communist party in power.
More than 80% of the wines consumed in China are produced in China making the country rated currently as the 5th largest producer in the world. However, imported wines are rapidly gaining market share too. Between 2007 and 2013, wine imports went up seven times and now account for 18.8% of all wine consumed in China today.
The report ends up with the promotional plug. It seems ‘natural’ to project the demand for imported wines in order to further project the Show. To meet this growing demand for imported wines, Asian buyers will obviously benefit from meeting the wide range of exhibitors present at VinExpo Asia-Pacific in Hong Kong on 27- 29 May this year, where they may be able to travel around the world of wine and spirits production in three days.
Subhash Arora |