Wine: Education, Education, Education Is Key for China

Western producers have to concentrate on education before they make any real headway in the Chinese market.

Veterans of the market, like Camille Seghesio of Seghesio Family Vineyards of Sonoma, or Robert Shen of the massive Aussino retailer in mainland China, are convinced that educating Chinese consumers in the basics of wine is the key to success.

‘Education, and staff training is vital,’ Seghesio, who has been importing mainly premium Zinfandel into China since 2002, told decanter.com today. ‘We shouldn’t deal in specifics, just get across the message that Napa means Cabernet and Sonoma means Zinfandel.’

Observers repeatedly cite the Chinese concept of ‘losing face’ as central to the importance of education.

Neil Hadley of Australian producer Taylors (Wakefield in the UK), said, ‘People are frightened of losing face and showing ignorance. We need to teach at the very basic level of the difference between Old World and New World.’