Chinese buyers looking beyond Bordeaux

Chinese fine wine consumers are diversifying beyond Bordeaux and buying an ever wider range of wines from Burgundy and the New World, local merchants say. Berry Bros & Rudd Hong Kong managing director Nick Pegna said the company’s sales of Burgundy had trebled during the campaign for the 2009 vintage in the run-up to the Chinese New Year. In general terms, the market is becoming less polarised around a few names and demand for Bordeaux had shifted from the top five or seven wines to a broader selection of 15-20 chateaux. These include Cos d’Estournel, Pontet-Canet, Grand Puy Lacoste, Figeac and Lynch-Bages.

Wine lovers who are looking for something new and are keen to learn are gravitating towards the likes of Burgundy and the Rhone. This is especially true among affluent, younger consumers who tend not to be as biased toward France and express interest in high-quality wines from various countries.