ABSTRACT
This chapter explores the perspective of the wine producer in the context of the Chinese export market. It focuses on wine producers in the state of Western Australia (WA). The chapter also focuses on a specific wine-producing state and by interviewing a variety of participants, including industry stakeholders, producers who export wine, and producers who do not engage in exporting to China. Interviews were conducted from February to June 2015 with government-related employees, industry policy makers and strategists, managing directors, CEOs, winemakers, viticulturists, marketers, suppliers and distributors. The Chinese market has always been talking about the eastern states and the Barossa and the reds and all that and the WA wines. Relying on interviews with some industry stakeholders and wine producers in Western Australia, this chapter presented a qualitative study examining wine exporting to China. The findings both corroborate, and extend, previous research.
