Wine in the World’s Largest Market

GrapeWallofChina.com July 18, 2008

By Jim Boyce

Robert Joseph is founder of the International Wine Challenge, author of The Complete Encyclopedia of Wine, editor-at-large for Wine Business International, and a visitor to China since the mid-1980s. I met him in Beijing last Saturday at China World Hotel and asked him about market trends, wine tourism, the pros and cons of blind tastings, and more.

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Tourism and wine links are found throughout China, whether in terms of resorts at Bodega Langes (Hebei) and Chateau Junding (Shandong), more modest facilities at Grace Vineyard (Shanxi) and Yunnan Red (Yunnan), harvest festivals at wineries, or the upcoming inaugural visit by California-based China Wine Tours. If you updated your Wine Travel Guide to the World, what would you write about China?

“China is going to be huge in tourism in all sorts of ways - ingoing and outgoing. The wineries have deep pockets, so I think wine tourism will and should develop in China, and this itself will help to boost wine consumption and make drinking wine a lifestyle activity.”

“At that point, it will be interesting to see China overtake France, ironically, in the sophistication of its wine tourism, just as Argentina and Chile already have. France, despite developments in Napa Valley, in New Zealand, and elsewhere in the New World, has not learned tourism lessons significantly. Arguably, China is already offering better wine tourism than France.”