ABSTRACT

This chapter explores the market for premium wine in China and, more so the importance of country of origin (COO), domain specific cultural capital (DSCC), brand cues and long-term tourism effects on the premium wine brand choices of Chinese consumers. A qualitative study used in-depth interviews to compare the perceptions of premium wine consumers in China to Chinese tourists in Australia. The results confirmed that there is a clear difference between the DSCC of the China based participants compared to the Australia based participants. The managerial implications for wineries and wine marketers targeting the emerging Chinese wine market as well as suggestions for marketing premium wine more effectively are delineated.