A Canada-based International Wine Cultural Promotion Association
(IWCPA) plans to present 100 thousand wine cellars to Chinese middle class
families before 2006 Christmas, hoping to promote Western wine culture in China.
These wine cellars with high appreciation values are specially designed for
Chinese market, which can also keep constant temperature and humidity. The total
value of these cellars amounts to 500 million yuan (US$63 million).
Stephen, a senior representative of IWCPA China region, says currently
thousands of social celebrities, entrepreneurs and white collars in China
possess great consuming power, many of them hoping to drink high quality wines
with low spirits. He believes raki or sherry with pure taste can be their first
Although China produces a great amount of wine every year and its wine market
is expanding, real wine culture has failed to take shape. Most people don't know
how to appreciate wine and where to preserve it. The average per capita
consuming amount of wine in China is mere a 0.5 liter, or one fifteenth of world
average. Chinese people drink a much more greater amount of beers and
traditional white spirits than wines. Moreover, none of Western wine brands are
influential in Chinese market, thus it is hard to promote Western wine culture
Stephen reveals that IWCPA will not only send cellars and wine magazines, but
also set up a professional wine consultation group, which can further cultivate
more wine collectors among Chinese middle class. If everything goes well, these
middle class families can get their cellars before 2007.