China’s new generation of young couples is opting for milk tea instead of alcohol at their weddings — a growing trend gaining traction across social media.
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Gen-Z
While most traditional wine brands focus on heritage, terroir, and winemaking philosophy, Penfolds in China has flipped the script. Read More
Unlike their Western counterparts, who often view wine as outdated, many young Chinese see it as a trendy and aspirational drink, making them a prime target for brands. Read More
South Korea’s off-trade (retail) sector has played a key role in boosting Bourgogne white wine sales. Read More
Can Gen Z break free from China’s deeply rooted drinking culture, where toasting is a test of respect and ambition? With clever strategies and bold defiance, they’re challenging traditions that many find outdated and oppressive. Read More
How did this traditional European beverage capture young hearts in China? Read More
According to a report published by the International Organisation of Vine and Wine (OIV) on November 29, wine consumption in Europe—the primary market for wine—has plunged to its lowest level since 1951. Read More
A recent survey by China’s official drinks trade body has sounded alarms about the country’s future generation's aversion to wine, revealing that 25% of university students in China abstain from drinking wine, primarily due to a dislike of its taste profile. Read More
As dry white wine gains popularity in China, local wineries are joining forces with the country's official drinks trade body to champion the category, targeting the nation's Gen-Z at top Chinese universities, signalling a strategic move to cultivate a distinct niche. Read More