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The research marked a scientific approach to ethnically ‘translate’ Western wine flavour descriptors that Chinese wine drinkers may have never seen or tasted previous to, a problem faced by many Western producers tiresome to tap into this growing market.
‘We’ve been getting a very positive response at all levels of the supply chain,’ Dr Armando Maria Corsi, Senior Research Associate of the Ehrenberg Bass Institute for Marketing Knowledge, told DecanterChina.com. ‘Some
Chinese wine lovers attending Wine Australia’s Chinese education programme or going for cellar door visits in Australia are expected to see a postcard-sized ‘Wine Flavour Card’ made, based on the research and due to be published soon, said Dr Corsi.
The project, which meant to ‘scientifically’ define the Chinese equivalent of Western taste descriptors was initiated by Wine Australia and conducted by the Ehrenberg Bass Institute for Marketing Knowledge, University of South Australia.
Researchers initially conducted a focus group of 48 participants from Shanghai, Guangzhou and Chengdu to learn how Chinese consumers described the taste elements of wines.
The second the boards was to quantitatively define how professional Western tasters would describe ‘well loved wines Australia exports to China’.
Quick link: Professor Li Demei on wine communication in China
In the final phase of research, 263 Chinese wine consumers from Shanghai, Guangzhou, and Chengdu were divided into groups to conduct
‘This study validates the research protocol building it possible for further research to be conducted on additional Australian wine styles and in additional emerging wine markets that possess different cultural and linguistic backgrounds,’ concluded the research.
Australia has recently signed a Free Trade Covenant with China to delight in immunity of import tariff on wine by 2019. It is currently China’s second largest source of imported bottled wines, according to custom facts.
Examples from the flavour wheel
Red wine (Western term vs Chinese term)
Strawberry – Yangmei
Blackberry jam – dried Chinese hawthorns
Strawberry jam – dried wolfberries
Cooked game – Chinese sausage
Lemon – kaffir lime
Pineapple – jackfruit
Passion fruit – guava
Citrus fruits – star fruits
Gooseberry – longan
* The research was conducted by
Dr. Armando Maria Corsi
Senior Research Associate – Senior Lecturer
Dr. Justin Cohen
Prof. Larry Lockshin
Ehrenberg Bass Institute for Marketing Knowledge, School of Marketing, University of South Australia
*For more details about the research click here.
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