Wine market in China ‘like dog years’

Justin Cohen from Ehrenberg-Bass Institute has said that China’s rapidly evolving wine consumer market is like “dog years” with one year in China equating to seven years elsewhere. Speaking at the Wine in China conference hosted by Debra Meiburg MW at ProWine China, Justin Cohen also discussed China’s gifting culture from a sales point of view. While the Government has cracked down on the policy of gifting for its officials, the traditions of buying expensive and luxury gifts is deep-rooted for consumers which can be used an advantage for companies focusing on high end wines. “If you look at the frequency people buy wine for a special occasion in China, it is maybe one to two times per year,” he said.