10. The Chinese Wine Industry

In order to provide a global overview of the Chinese wine industry, this chapter introduces and analyzes the main operators along the industry chain. China is an emerging and dynamic wine market experiencing rapid growth since the beginning of the 2000s. The domestic wine industry is characterized by high vertical integration along the industry chain from winegrowing to winemaking and then to distribution, with a few leading groups dominating market share. Geographical indications have developed in the main wine-producing regions, and certain elite wineries in these areas have gained an international reputation thanks to the quality of their wines. Meanwhile, the Chinese government has been playing a significant role in supporting the development of the domestic wine industry. In terms of consumption, imported wines are well welcomed, and Chinese wine drinkers have been becoming more adventurous in trying various types of wines. The market has been evolving rapidly, in every aspect, from production to distribution, as it adapts to the changes in consumer behavior.