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The Wine Value Chain in China - 1st Edition - ISBN: 9780081007549, 9780081007600

The Wine Value Chain in China

1st Edition

Consumers, Marketing and the Wider World

Author: Roberta Capitello
Editors: Steve Charters David Menival
Hardcover ISBN: 9780081007549
eBook ISBN: 9780081007600
Imprint: Chandos Publishing
Published Date: 21st November 2016
Page Count: 330
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The Wine Value Chain in China: Global Dynamics, Marketing and Communication in the Contemporary Chinese Wine Market presents information on China and its role as a relevant player in the international wine industry, both as supplier and consumer. The book provides new insights into the global dynamics of the wine industry, expanding the knowledge of academics, practitioners, and students on the growing demand for wine in China.

Special attention is paid to the supply and demand changes, their impacts on Western wine supply chains, and new market opportunities. The book contributes the latest research findings to increase the understanding of the context of wine consumption in China and the most suitable marketing and communication approaches. The book aims to provide academics with the most adequate methodological tools to study a novice market, with both conceptual and empirical chapters included.

The book covers a range of topics, including the behavior of Chinese consumers and their attitudes towards wine, the cultural context of wine in China, the characteristics of the wine supply chain in China and its development, the impact of China on Western wine supply chains, wine marketing and communication in China, wine branding in China, including counterfeiting, wine education in China, the links between wine, food, luxury, and Western products in China, and wine tourism.

Key Features

  • Collects and collates research on wine consumer behavior in China
  • Presents an outstanding scholarly look at wine marketing studies
  • Offers a whole market perspective that focuses on demand
  • Provide academics, practitioners, and students with new investigation tools in marketing and communication that are in-line with the characteristics of this market
  • Draw conclusions relevant to other emerging markets, detailing why China is different from other such markets


Researchers and postgraduates in schools of business and management; researchers and postgraduates in food science, oenology, marketing; Practitioners in international wine- wine producers, marketers or consultants interested in Chinese wine market and its consumption context, wine branding and communication in China; researchers and practitioners in luxury markets in China and emerging markets

Table of Contents

  • List of Figures
  • List of Tables
  • List of Contributors
  • About the Editors
  • About the Contributors
  • Acknowledgments
  • Part I: Context
    • Chapter 1. Introduction
      • The Rise of Wine in China
      • What does Existing Research Tell Us about China?
      • The Structure of this Study
      • References
    • Chapter 2. Some Fundamental Facts about the Wine Market in China
      • Abstract
      • Introduction
      • The Macro Environmental Context in China
      • Alcoholic Beverage Market in China
      • Profile of the Overall Wine Market in China
      • Exploration of the Import Wine Market
      • Limitations of the Secondary Data
      • Conclusion
      • Acknowledgments
      • References
    • Chapter 3. The Regulatory Environment for Wine in China
      • Abstract
      • The Development of a Wine Market
      • Towards a Convergence with the International Standards of Law for the Wine Sector
      • The New Challenges of China
  • Part II: Consumers
    • Chapter 4. Gift Culture in China: Consequences for the Fine Wine Sector
      • Abstract
      • Introduction
      • The Chinese Culture and Its Affection Towards Luxury Products
      • Luxury Gift-Giving in China
      • Recent Developments and Recommendations
      • Conclusion and Future Trends
      • References
    • Chapter 5. Young Chinese Consumers’ Wine Socialization, Current Wine Behavior and Perceptions of Wine
      • Abstract
      • Introduction
      • Methodology
      • Findings and Discussion
      • Conclusions and Implications
      • References
    • Chapter 6. Store Image Perception of Retail Outlets for Wine in China
      • Abstract
      • Introduction
      • State-of-the-art on wine retailing in China
      • The Conceptualization of Store Image
      • Sample and Method
      • Results
      • Discussion and Conclusions
      • References
      • Appendix
    • Chapter 7. Wine Consumption in China: Regional Differences in Territorial Brand Perceptions
      • Abstract
      • Introduction
      • Territorial Brands in Wine: Champagne and Bordeaux
      • Method
      • Findings
      • Discussion and Conclusion
      • References
    • Chapter 8. Wine Purchasing Behaviour in China
      • Abstract
      • Introduction
      • Literature Review
      • Research Method
      • Data
      • Result and Discussion
      • Conclusions and Implications
      • References
  • Part III: Markets and Distribution
    • Chapter 9. David versus Goliath: Market Entry Strategies of Small and Medium Sized Wine Estates
      • Abstract
      • Introduction
      • Market Entry Strategies in Light of Internationalization of Enterprises
      • Case Study: Georg Müller Stiftung Success in China
      • Summary and ‘Lessons Learned’
      • References
    • Chapter 10. The Chinese Wine Market – An Analysis of Wine Distribution Channels in a Highly Competitive Market
      • Abstract
      • Introduction
      • Setting the Stage
      • The Chinese Wine Distribution System Development
      • The German Market
      • The Views of German and Chinese Wine Players on Wine Distribution Channels
      • Conclusions: Lessons Learned
      • References
    • Chapter 11. Relationship Quality Between Portuguese Wine Producers and Chinese Distributors Insight and Recommendations
      • Abstract
      • Introduction
      • Objectives
      • Background Literature on Relationship Quality
      • Methodology
      • Results
      • Conclusion
      • Acknowledgments
      • References
    • Chapter 12. Rough Seas Ahead: Quality Concerns for China-bound Wine Shipments
      • Abstract
      • Introduction
      • Research Methodology and Findings
      • Conclusion
      • References
  • Part IV: China in the Wider World of Wine
    • Chapter 13. Chinese Foreign Investment in Wine Production: A Comparative Study of the Bordeaux Region in France and Western Australia
      • Abstract
      • Introduction and Research Questions
      • Background Literature
      • Methodology
      • The Evolution of Chinese Investment in the Regions Studied
      • Investor Motivations and Difficulties
      • Trends in Trade
      • Discussion and Managerial Implications
      • References
      • Appendix 13.1
    • Chapter 14. Wine as a Dimension of City Image: Preferences of Chinese Tourists for an Old World Wine Destination
      • Abstract
      • Introduction
      • Destination Branding and Wine Tourism
      • The Case Study. The Image of the City of Verona Among Chinese Tourists: The Role of Wine
      • Results
      • Conclusion
      • References
  • Part V: Final Reflections
    • Chapter 15. Practice Viewpoint: The Chinese Way
      • Abstract
      • Introduction
      • The Old System
      • System Reorganization
      • Conclusion: Operating in the Chinese Market
    • Chapter 16. Development Process, Current Status and Future Trends of Chinese Grape and Wine Industry
      • Abstract
      • Introduction
      • The Development Process of Chinese Wine Industry
      • Current Status of Chinese Grape and Wine Industry
      • Future Trends of Chinese Grape and Wine Industry
    • Chapter 17. Conclusion
      • The Changing Link Between Public Choices, Social Practices and Individual Attitudes
      • The Wave of Millennials
      • The Rise of Interest in Wine Knowledge
      • Regionalization of the Chinese Market
      • Relationships in the Supply Chain
      • The Driving Force of E-commerce and Social Media
      • The Potential of the Domestic Wine Production
      • Chinese Movement into the Wider World as Tourists or as Investors
  • Index


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© Chandos Publishing 2016
21st November 2016
Chandos Publishing
Hardcover ISBN:
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About the Author

Roberta Capitello

Dr. Roberta Capitello, PhD, is an associate professor at the Department of Business Administration, University of Verona, Italy, where she teaches wine economics and food and wine marketing. Her research focuses on consumer behavior, marketing, communication and sustainability in the food and beverage industry. Her publications include academic journal articles and book chapters on subjects such as wine demand in new markets, Generation Y’s attitude towards wine, food and wine consumer behavior, and marketing and communication strategies in the food and wine businesses. She is a project coordinator of the H2020 SUSFOOD2 ERA-Net project “SUSCHOICE: Towards sustainable food and drink choices among European young adults” (2018-2021).

Affiliations and Expertise

University of Verona, Verona, Italy

About the Editors

Steve Charters

Steve Charters is Director of Research in the School of Wine and Spirits Business, ESC Dijon/Burgundy School of Business in Dijon, France. He was previously Professor of Champagne Management at Reims Management School and before that taught at Edith Cowan University in Perth, Australia.

He develops research projects and courses relevant to the wine business generally. His research interests include the relationship of wine to place, drinker perceptions of quality in wine, the mythology surrounding wine consumption, the motivation to drink, and the motivations and experience of the wine tourist. He is a member of the editorial board of the Journal of Wine Research, the British Food Journal and the International Journal of Wine Business Research and is one of only 300 members, worldwide, of the Institute of Masters of Wine.

Affiliations and Expertise

Director of Research, School of Wine and Spirits Business, ESC Dijon/Burgundy School of Business, Dijon, France and Member of the Institute of Masters of Wine, UK

David Menival

David Menival is an economics professor at Neoma Business School, France. He obtained a PhD in economics in 2008 from the University of Reims. Dr. Menival focuses both professionally and academically on champagne.

He is a consultant on the economical context of champagne and writes articles for the Champagne Viticole review. His academic research is mainly focused on the quality signals and value creation of wines, the creation and/or improvement of reputation, generational habits, and the impact of wine tourism on the future sales of wine. His current publications look at the role and the evolution of territorial brands in wine industry.

Affiliations and Expertise

Neoma Business School, France


Winner of the Gourmand World Cookbook Awards 2018 Drink Culture in the W1-7 New World Wine Category - Best in the World

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