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Building wine brands in China is complex and costly

on 07/06/12 at 8:41 am


The conditions for building international wine brands in China aren’t as propitious as many think, according to Rabobank’s Marc Soccio.

Following the release of the Dutch bank’s first research document on the world’s most talked-about wine market, Soccio told the drinks business: “Branded wine companies need to be reminded that the overall potential for grape wine in China is not what they might believe.”

As previously reported by db, the report has been dubbed “Mind the Gap” by Rabobank, and marks the first standalone piece of printed research by the bank on the Chinese market.

The “gap” refers to the difference between the headline volume figures for imported wine in China and the actual market where wine brands may safely operate.