According to recent findings by the Ehrenberg-Bass Institute, published in the Drinks Business (, Chinese consumers have indicated in a survey that the primary reason for their drinking wine is for its health benefits, not it’s taste or luxury status. 913 upper and middle class urban Chinese people were surveyed.
The second most motivating factor was that “it helps me relax”, followed by “it creates a friendly atmosphere”. “I like the taste” was only fourth on the list.
Dr Justin Cohen, who presented the results at the Hong Kong International Wine and Spirits Fair, said things like “it goes with food” or “it makes me feel sophisticated” are less important than we think.

Photo credit: SXC

Photo credit: SXC


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