Casual observations about the developing wine palate of the Chinese consumer

Looking back on my most recent business trip to China to promote Mir Global's wines and last night's Sister City Networking Event in Chicago which Mir Global was present at, the two grapes the new Chinese wine consumer seem to prefer are Sauvignon Blanc and Malbec.


This doesn't mean it is as simple as pitching quality bottles of each of these types of wines to importers / distributors in China. For starters, Chinese by and large have never heard of Malbec and when it comes to white wines you are always fighting against the current because about 70% of the wine consumed in China is red.

Cabernet Sauvignon's dry, deep tannin full tastes are seldom well received in China. Wine experts and sophisticated consumers do exist, but these consumers are not representative of the greater wine market.

When it comes to Chardonnay, a young wine which has not been aged in french oak and has a sweet almost fresh taste (which reminds me of Sauvignon Blanc) can work. However, finding a young Chardonnay which has these qualities is quite difficult. It is a great deal easier to find a Chardonnay from California that does have a drier, woody taste... sadly Chardonnay's of this style (which are very popular in the US), are not what the unrefined Chinese wine palate seems to prefer

A friend of mine who is marketing French wines to China has also found Viognier to be quite conducive with the Chinese palate. The floral fruity aromas of a Viognier, attract the Chinese to the wine and when paired with food it goes superbly with spicy Asian cuisine such as Thai food.

Sauvignon Blanc's fruity and vibrant aromas along with its crisp and refreshing taste seem to draw the Chinese wine drinker in. During last night's networking event in Chicago, I was particularly intrigued by the overwhelming positive reaction of women who sampled Palmer Vineyard's 2008 Sauvignon Blanc.

Palmer's Sauvignon Blanc gives the wine drinker a refreshing and crisp experience. It is almost as if this particular wine has a subtle carbonated kick to it. Not strong enough to think you are drinking a wine spritzer, but just enough to give it a unique kick and not overcompensate other elements of the wine.

Moving onto Malbec's, Argentina's pride and joy. Many describe Malbec as a versatile red wine, and this is exactly what it is. Malbec in my mind, is almost a hybrid of characteristics commonly associated with other reds such as Merlot, Cabernet and Pinot Noir. Malbec's which have been aged in french oak retain their berry, fruity substance while also balancing in a magical way with the dry and intense tannin's typically associated with a full bodied red wine.

** Reminder to all readers, opinions expressed in this entry are my own and should be not treated as fact. Thank you.

~ Bennett Reiss - International Trade Consultant at Mir Global Marketing LLC