Research from wine market analysts Wine Intelligence of “upper middle class” Chinese wine lovers found a overriding preference for traditional wine labels.
The result from showing eight different labels, indicated above, to a smallish test market was that “‘more funky, modern labeling tended to be treated with caution by respondents, many of whom still struggle to interpret some of the wine terms written on the labels.”
The Wine Intelligence report suggested that as Chinese culture was closely tuned to visual symbols, the wording on the front label was in some sense irrelevant and ‘often unintelligible to all but the most sophisticated wine consumer’, Decanter reported.
The Wine Intelligence report complements previously released research which said that younger wine drinker are starting to prefer an elegant and contemporary label, and not the prestigious or classic label.