Advertising for China’s wine market

The other day when I travelLed in China, I realized that there are quite a few advertisements regarding grape wine displayed in prominent public places.

I found some attractive ads on a rotating billboard which I photographed. A glossy airline magazine had also a few ads which I found interesting.

Let us have a look at them.

The first four pictures below show caucasian men looking at wine bottles and/or seem to sample wine. The men are of a mature age and seem to know what they are doing. They emit the scent of experts, professionalism and sincerity suggesting that we the viewers can trust them.

I found the ad for icewine intriguing. The three others deal with red wine, the most appreciated grape wine in China.

The next Three pictures show specific wine brands promoted by the ad. Two of them are for Chinese brands, Chateau Junding and Niya, the thrid is for a French wine Chateau Marquis de Terme, Margaux? The price of 1600 Yuan is not insignificant, but many Chinese consumers go for the most expensive Frnech red wines. As almost everything in China wine consumption is booming. In 2012 China has overtaken the United Kingdom as the fifth largest wine consumer in the world.

The last two photos from an airline magazine cover a specific winery and wine region and invite people to visit the place. This is wine tourism in the making.

Given the fact that many prospective Chinese investors are visiting vineyards and wineries in Australia these days, and more and more buyers of Australian premium wines come from China, it is worthwhile to have closer look at the Chinese wine industry, wine consumption habits, change of tastes and many other issues related to the appreciation of fine wine.

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