NZWI has identified significant potential in the Chinese market, embracing the cultural evolution, fast growing (and more affluent) middle class, and a demand not currently being fully met. The Company is a great channel for NZ Wineries wishing to access the Chinese wine market.
Wine is a way of life and much effort is being directed towards helping people learn to appreciate NZ wines. It takes time for people to understand, to adopt and to adapt to a wine culture, so there is great potential for growth and increased options in the market.
In China, it is custom to entertain guests with expensive top quality beverage. Though the hosts may not know much about wine at this point, they believe sharing a top quality wine is a good way to show kindness and hospitality to important guests and good friends. Many experts believe China will surpass the US and even challenge France as the largest wine market in the world.
