Australian wines in China. Wine with lemonade: is the myth a reality?

Abstract

This exploratory study examined characteristics of Chinese-born wine consumers residing in South Australia providing some insights into Chinese wine-related behaviour. Anecdotal evidence points to the Chinese phenomenon of mixing wine and carbonated soft drinks, in particular the mixing of red wine and lemonade and a preference for sweet wines. This study aimed to substantiate whether there was a preference for these styles of wine and whether Chinese consumers prefer other styles of wine that are produced in Australia. The information provides an insight into the Chinese wine consumer to aid wine producers in adjusting their marketing strategies and inparticular new product development for the Chinese market.