I Prefer Dry Red Thanks

Historically, wine was an exotic good at Chinese market and not routinely perceived and consumed by most Chinese.Therefore, Chinese please may be distinctly visible when they are visiting wineries and experiencing a local Sauvignon Blanc at cellar. When the author was field working on wineries based New Zealand, a considerable number of questions emerged naturally whenever the author came across Chinese there, appreciating wine and experiencing wine-themed activities. What motivated Chinese to wineries? Chinese were said to prefer dry red wine but do they appreciate that type indeed? Where was their wine palate located exactly on a spectrum? Although a series of wine and wine-related research continues to make a substantial contribution to this field of behavioural study, there are no references from Chinese perspective. The book will lead you to understand that and unblock the mystery of Chinese consumer behavior as well as pave a cornerstone for future relevant research.

Autorentext

Demi Dengwas graduated from AUT University as Master of International Tourism Management, major in wine and tourism management. Her key study area includes wine, wine consumption behaviour and wine-related tourism. She has also been working in the hospitality (F&B division) for five years, mainly in New Zealand and China.