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Chinese millennials using internet savvy to learn about wine

Before I continue with my posts on a recent trip to Mendoza, Argentina, I wanted to share a thought from Stevie Kim, the very smart and very talented managing director of Vinitaly International.

With the opening of the initial wine2wine on Dec. 3, the first event in Italy entirely dedicated to the Italian wine business, Kim re-emphasized the importance of fostering the Chinese wine market and particularly that of Chinese millennials, those born between the early 1980s and early 2000s.

This age group is also known as the “Net Generation,” based on its increasing reliance for knowledge about wine (and many other topics) on social contacts through the rapid proliferation of smartphones, Internet and wireless communication.

This reliance on the personalized message of social media is something shared by all young people, said Kim.

The Chinese “are not very different from their counterparts in other parts of the world,” Kim said. “The main difference, however, is the fact that in China wine knowledge and consumption is still at its early stage but social media will foster to bridge this gap.”

Her remarks appeared in a story titled “Are Chinese Millennials any different from others with regard to wine”? on the PRWeb site.

Apparently not, said Kim, because it’s this younger generaton who “will become opinion leaders in lifestyle trends, including wine choices,” noted Kim.

According to Vinexpo Projections,  Chinese wine consumption will grow by nearly 34 percent in the next three years, reaching 230 million, 9-litre cases by 2017.

The entire article may be seen here.

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