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Research shows Chinese netizens no longer treat wine merely as a gift or panacea, but have developed a genuine interest towards wine, especially those of domestic production.

According to iiMedia Research on Chinese netizen’s wine drinking behaviors, more than 80% of netizens have the experiences of drinking and purchasing wines online.

In the past, wine has been perceived as a luxury gift choice in Chinese gift-giving culture as it is a symbol of wealth or power. The research found that 53.6% of them buy wine as gift. But what’s surprising is that 83.9% of netizens are also buying wine for themselves to enjoy, proving the demand has shifted from gifting to personal consumption. 

In terms of reasons to drink wine, 50.1% of Chinese netizens drink wine to relax and 47.6% enjoy the mouthfeel of wine. Meanwhile, 32.7% think wine would enhance the atmosphere of gatherings, and 18.2% would drink wine for food pairing. 

Health is still another major reason for wine consumption in China, according to the research findings. 46.5% of respondents for the research believe wine can bring health benefits, while 29.1% drink wine to maintain their beauty. 

Wine also plays an important role in Chinese social settings as 37.6% of the surveyed Chinese Internet users say they drink wine when they are at social functions.

Wine is also becoming an investment asset for some Chinese netizens. 22.8% say they buy wine for collections or future investment, and 8.9% of them think drinking wine can show their taste in lifestyle.