by Sylvia Wu
48 million consumers from the ‘urban upper middle class are now drinking wines at least twice a year, which is 11% of the urban adult population aged 18-54.
The number is up by more than a quarter than 2014 (38m), according to the China Landscapes 2016 survey published by the London-based market research company.
‘The continued rise in disposable income, massive growth in e-commerce, and bilateral trade deals (hence lower tariffs)’ are the main reasons behind the move, according to the survey, which was conducted among over 1000 Chinese upper-middle class drinkers in March 2016.
Meanwhile, Chinese consumers are drinking wines more frequently than before. 35% of them now drink imported wines at least once a month, a notable increase from 2015 (23%). More people are buying wines priced between 200 to 299 RMB to drink at home, the research shows.
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