Daily Archives: May 17, 2009

Companies Promoting “Wine Tourism” For Chinese Oenophiles

French Wine Producers And Chinese Travel Agencies Teaming Up To Promote Wine Tourism In France

The wine market has grown rapidly in China, and wine tourism operators hope to entice the country's oenophiles with trips to French vineyards in coming years

The wine market has grown rapidly in China, and wine tourism operators hope to entice the country's oenophiles with trips to French vineyards in coming years

Last month, we posted on the Sotheby’s auction of fine wines in Hong Kong, at which 100% of the bottles up for grabs sold, mostly to local Hong Kong and Mainland Chinese buyers. Over the past few years, as wine drinking has grown in popularity in China and the buyer base has grown accordingly, vineyards from around the globe have intensified their efforts to crack this vast yet still niche-oriented market.

While these vintners’ dreams may still be a bit naive in terms of the macro-level Chinese market — as BusinessWeek reflects with a quote by a Californian winery owner, “If we sold a bottle of wine to every Chinese millionaire, we’d run out of wine before we ran out of millionaires!” — it is a fact that Chinese buyers of fine wines are quickly joining the ranks of other global buyers, and companies from travel agencies to vineyards are keen to get in on this burgeoning business.

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