Understanding the Wine Consumption Behaviour of Young Chinese Consumers

Abstract

This study investigates how young Chinese consumers across generational lines engage with wine, addressing three key research questions: What motivates their wine purchases? What sensory preferences do they exhibit? And through which channels do they prefer to buy wine? Based on a qualitative design combining focus groups and semi-structured interviews, the study identifies significant generational differences between millennials and post-millennials. Millennials treat wine as a social tool for networking and status, while post-millennials view wine as a medium of personal identity shaped by digital culture. Similarly, millennials prefer a balance of traditional and digital retail, whereas post-millennials favour online platforms. Experiential consumption follows the same pattern, from formal tourism to virtual tastings. By linking these findings to institutional and cultural theories of consumer behaviour, the study contributes to a nuanced understanding of wine consumption in an emerging market. It provides practical implications for wine marketers aiming to localize their strategies for younger Chinese segments.

1. Introduction

Young Chinese consumers, comprising millennials and post-millennials, have emerged as a key force in shaping the dynamics of China’s wine market. Their growing interest in imported wines has made them a critical target segment for wine exporters seeking to expand in Asia’s largest consumer economy. Countries such as Australia and New Zealand, traditionally strong players in the Chinese market, must now adapt their strategies to this digitally savvy and culturally distinct demographic.

Recent geopolitical and trade developments have significantly altered the competitive landscape. In March 2021, China imposed anti-dumping tariffs of up to 218% on Australian wines, effectively removing Australia from a market where it had once held a dominant 20% share [1]. This disruption created an opportunity for other New World exporters, particularly New Zealand, to strengthen their foothold. However, successfully capturing this market requires a deeper understanding of the unique consumption motivations, sensory preferences, and lifestyle influences of young Chinese wine drinkers.

While previous studies have explored Chinese wine consumption, many have treated younger consumers as a monolithic group or relied heavily on quantitative approaches. There remains a lack of in-depth, qualitative insight into how generational differences, cultural norms, and digital environments shape wine perceptions and behaviours.

This study addresses this gap by investigating the motivations, preferences, and retail experiences of young Chinese wine consumers through a qualitative approach. Drawing on in-depth interviews and focus groups, the research aims to uncover the symbolic, social, and experiential meanings of wine for millennials and post-millennials. The findings contribute to a more nuanced understanding of China’s evolving wine market and offer actionable insights for international marketing strategies.

Research Question

The consumption behaviour of young consumers, particularly in the context of the Chinese market, has been underrepresented in existing research. Previous quantitative studies have provided general statistical data on Chinese consumers. However, they have often overlooked the specifics of younger demographic groups, including millennials and post-millennials. This research gap is notable, especially considering the unique wine consumption behaviour of these younger age groups. To gain a comprehensive understanding of this phenomenon, the research is structured around three key questions, each focusing on a different aspect of wine consumption and behaviour.

• Q1: What motivates young Chinese consumers to buy wine? This question aims to identify the underlying drivers behind their purchase decisions.
• Q2: What are the sensory preferences of young Chinese consumers when drinking wine? This aims to understand their taste and preference patterns.
• Q3: What are the preferred wine retail channels of young Chinese consumers? This will explore their preferred platforms and methods for purchasing wine.

2. Literature Review

2.1. Key Young Chinese Consumer Segments

2.1.1. Millennials

With more than 600 million born between 1981 and 1995, millennials are a significant consumer segment in China [2], and they are very different from their parents due to the country’s one-child policy. Millennials are often raised in a family structure consisting of two adults and one child. They tend to receive substantial financial support and attention from their parents [3]. Moreover, due to the emphasis on educational achievement in Chinese culture, millennials attain high levels of education. Growing up alongside China’s economic development has enabled millennials to have higher incomes, which allows them to purchase luxury products [3]. Millennials are distinguished from previous generations by their financial capability and desire to express personal characteristics through consumption [2]. They prioritize the personalization and quality of products, as well as the additional value they offer, such as brand stories, emotional appeal, and experiential consumption [4].

Chinese millennials are often influenced by international culture. They are exposed to Western lifestyles through various media such as films, books, games, and the internet. Additionally, unique overseas study experiences have made them open-minded and curious about new product experiences, including novel food and beverages [4]. As a result, they are often willing to make purchasing decisions based on these experiences. Therefore, this demographic presents a significant potential market for wine exporters.

2.1.2. Post-Millennials

Post-millennials, born from 1996 onwards [2], constitute a distinct consumer segment due to their upbringing in the internet era. They exhibit a high degree of independence in their consumption habits, as they are skilled at gathering and comparing product information online [5]. Consequently, they tend to develop strong brand loyalty and are attracted to the image that brands project. Similar to millennials, post-millennials place a high value on personalisation in their consumption choices [2].

The rise of online marketing has further shaped their preferences, leading to a positive attitude towards individual online brands and unique consumption experiences. As digital natives, they are heavily influenced by online word-of-mouth and key opinion leaders on social media platforms [5], which significantly impact their purchasing decisions and brand perceptions.

The above review illustrates that the consumption perceptions of young Chinese consumers are significantly shaped by their surrounding environment, which includes factors such as family income, societal culture, and the influence of social media. Thach and Olsen [6] indicated the importance for wine business marketers to understand these young consumers, given their growing power in wine consumption and role in shaping wine marketing trends. Data from China alcohol drink association and JD research [7] substantiates the impact of young Chinese consumers on the evolution of online wine retailing. Considering these insights, conducting research to uncover the specific consumption patterns of young Chinese consumers becomes imperative. Such research will provide valuable information to effectively approach this consumer segment in the wine market.

2.2. Chinese Wine Market Structure

The market structure of the wine industry in China is relatively uncompetitive and dominated by large enterprises such as Changyu, Wangchao and Changcheng Hu [8]. These firms collectively control half of the market share and maintain a monopolistic presence in the marketing channels [8]. They have also vertically integrated, merging with vineyards and streamlining processes from production to retail [9,10]. Although some imported wine companies are present in urban areas, they are struggling to compete with these established domestic giants [11].

Chinese wine companies adopted low price strategies in the past, relied on bulk sales and leveraged local retail channels in smaller cities [9,11]. In terms of imported wines, both ‘Old World’ (Europe) and ‘New World’ (regions such as Chile, Australia and Argentina) wines are important. Until 2018, French wines dominated the Chinese market [8,9,12], with European imports generally outperforming domestic products in terms of market share and brand influence [13]. However, as wine knowledge and culture has expanded in China, ‘new world’ countries have begun to challenge this dominance. Data from the China General Administration of Customs indicate that the total value of wine imported into China in 2023 reached approximately US $918.9 million [14].

In 2018, most imported wines in China came from France (24.98%), Australia (26.64%) and Chile (10%), with Spain, Italy and the US emerging as significant competitors [15]. These dynamics dramatically changed in 2021, with the imposition of ‘anti-dumping’ tax on all imported Australian wines [1] in addition to the government instructing importers to stop placing orders for Australian wines. This action taken against Australian wines, has opened significant opportunities for other international competitors like those from neighbouring New Zealand. Despite representing a relatively small volume of the total imports ($26.89 million), New Zealand wines have garnered a high level of brand recognition in the Chinese market. Notably, Sauvignon Blanc from Marlborough and Pinot Noir from Central Otago have made a significant impression on Chinese consumers. Additionally, several New Zealand winery brands, such as Cloudy Bay, Villa Maria, and Church Road, have established a strong presence and reputation in China [16].

2.3. Chinese Consumers Behaviour in Wine Consumption

The research on Chinese young consumers reveals a hierarchical structure of motivations influencing their wine-purchasing behaviour. At the foundational level, health benefits serve as a primary motivation, suggesting that the perceived health advantages of wine consumption are a crucial factor in initial consumer engagement [17,18]. Emotional factors, such as personal enjoyment and satisfaction, are also significant in driving wine purchasing decisions [19]. Furthermore, wine’s role in enhancing social experiences and its perception as a status symbol are identified as higher-level motivations that significantly impact consumer behaviour [20]. The gift culture in China also shapes wine consumption, associating it with symbols of status and respect. In this context, social occasions and the importance of the gift recipient strongly influence consumers’ purchasing decisions as wine is often gifted to convey esteem and uphold social expectations, reflecting its role as an indication of prestige in Chinese culture [21].

As far as wine sensory attributes are concerned, new generation consumers in China exhibit a preference for wines with specific characteristics, such as red, semi-dry, semi-sweet, still, fresh tasting, fruity, floral, and low acid wines [22]. As a beverage, wine’s sensory appeal plays an important role in consumer purchasing decisions. Chu, et al. [23] conducted a survey of 3421 Chinese consumers to explore their sensory preferences. The study showed a general preference for sweet flavours among Chinese consumers, while dry palates and astringency were disliked. As a result, a popular drink in China is a mix of dry red wine and lemonade [24,25,26]. In terms of colour, red wine is preferred due to its positive connotations in Chinese culture, symbolising warmth, happiness and prosperity [27,28]. When it comes to aroma, consumers prefer wines that are smooth, with floral-fruity notes and a fresh, soft mouthfeel [15].

Furthermore, these sensory preferences are strongly influenced by regional food habits and culture. For example, dry white wine is more popular in coastal cities, in line with the prevalent seafood cuisine. Conversely, in Northern China where meat consumption is more common, consumers prefer red wines with higher tannin content and find dry white wine too sour for their palate [29]. In regions with a tradition of high-alcohol spirits consumption, wines with a heavier mouthfeel, higher alcohol content and more tannins are preferred [23]. Lockshin, et al. [30] noted that sensory preferences can evolve based on exposure to different food cultures and wine pairings. This was observed in a project promoting Australian wine in China. Students’ sensory preferences shifted when exposed to different local food and wine pairings.

Additionally, the price of wine plays a vital role in influencing the final purchase decision of consumers in China, where wine is often considered to be a luxury product. Typically, the price of imported wines exceeds CNY 100 (about $22) [26]. Consumers select wines based on the intended purpose of consumption, maintaining a clear budget distinction between wines purchased as gifts and those purchased for personal consumption [31]. For business occasions or other momentous events, consumers tend to opt for higher-priced imported wines, with the importance of the occasion often dictating the price range of the wine choice. Conversely, consumers tend to prefer more affordable wines for personal enjoyment. Less expensive wines are also often chosen for family celebrations during festivals such as spring and autumn [32].

2.4. Global Wine Consumers and Wine Consumption

Like China, demographic factors play a pivotal role in shaping wine consumption behaviours, with diverse trends observed across global markets. For example, in Italy, Palmieri, et al. [33] highlighted that natural wine consumption is particularly pronounced among females and individuals aged 25–39. This trend reflects a growing awareness of health and sustainability, with young Italian consumers prioritizing natural product attributes in their selection process. Such preferences underscore the role of demographic-specific motivations in shaping purchasing decisions, where younger consumers exhibit a stronger alignment with health-conscious and eco-friendly lifestyles. The research of Bazzani, et al. [34] indicated the same opinions. Italian consumers are willing to pay premium for wine that related to natural production. Similarly, sustainability considerations emerge prominently in other regions.

French wine consumption reflects a complex interplay of generational, cultural, and sociological factors, highlighting significant shifts in attitudes and behaviours across different age groups. Studies emphasize a dual generational gap in wine representation, with the older silent generation viewing wine as a sacred and historical emblem deeply tied to national identity [35]. For them, wine is an integral part of cultural patrimony, and its heritage is seen as essential to pass down to younger generations. However, Generation X and Y perceive wine differently, associating it more with luxury and modernity. While Generation X still recognizes wine as a cultural symbol, it places less emphasis on historical and regional connections [36]. Generation Y, in contrast, sees wine as a prestigious and occasionally inaccessible product, influenced heavily by its aesthetic and experiential dimensions. This difference between generation impacts the consumption change in France. The silent generation has witnessed a decline in daily wine consumption, attributed to industrialization and the diversification of wine offerings. Occasional and non-consumers often perceive wine as complex or tied to outdated traditions, viewing it as a luxury rather than a staple [35,36]. These changes highlight the challenges for the French wine industry in maintaining its cultural relevance while appealing to younger, modern consumers.

Among the younger generations, significant changes in wine consumption patterns are evident. Millennials in France, for instance, embrace rosé wine as a symbol of breaking away from traditional wine conventions [37]. This generation values rosé for its immediate pleasure, social sharing potential, and its association with freedom and simplicity, contrasting sharply with the Baby Boomer Generation’s preference for sophistication and terroir. Rosé’s pale pink colour plays a central role in its appeal, resonating with millennials’ aesthetic preferences and contributing to its cultural and sociological significance. This generational shift underscores how wine is moving away from being a symbol of heritage to becoming an accessible, modern product that aligns with contemporary lifestyles [38].

In North America, the importance of visual branding and packaging design has gained attention. Canadian Millennials and Generation Z consumers exhibit a nuanced approach to wine packaging, favouring modern designs while appreciating traditional label elements [39]. Packaging serves as a critical signaling mechanism for these demographics, influencing perceptions of quality, affordability, and authenticity.

Meanwhile, in Eastern Europe, studies in Slovakia and the Czech Republic show that young wine consumers engage with wine moderately, consuming it two to three times a month. Their motivations centre on taste and relaxation, highlighting wine’s dual role as a sensory indulgence and a means of social connection. This reinforces the importance of understanding cultural and sensory preferences within specific markets to design target marketing strategies.

Geographical origin also plays a significant role in wine consumption, with preferences differing by generational and cultural contexts. Serbian research by Thiwachaleampong, et al. [40] highlights that older consumers favour wines with specific geographical origins, valuing authenticity and local production.

In contrast, Generation Y consumers in Serbia prioritize the experiential and social dimensions of wine, reflecting a generational shift toward wine as a vehicle for shared experiences. In India, Mehta and Bhanja [41] found that brand familiarity and price sensitivity dominate consumer choices, with young consumers favouring red wines and established brands to mitigate perceived risks. Lastly, South African research underscores the complexity of consumer behaviour, identifying distinct age cohorts with unique preferences, from traditional wine attributes to modern, socially driven consumption habits. Together, these findings reveal the intricate interplay of demographic, cultural, and sensory factors shaping global wine consumption, highlighting the need for tailored marketing strategies that address the evolving preferences of younger generations while respecting regional nuances.

3. Method

Data Collection and Analysis

To answer the research questions posed in this study, a two-phase qualitative data collection method was employed. Given the exploratory nature of the study and the aim to deeply understand consumer motivations and perceptions, qualitative methods were deemed most appropriate [42]. Initially, an in-depth semi-structured interview with a Chinese wine retailer was conducted, followed by a series of focus groups with young Chinese wine consumers. These sessions were recorded, transcribed and translated into English for thematic analysis.

The retailer interview adopted a semi-structured format, recognised in social science research for effectively capturing detailed insights into unfamiliar consumer contexts.

Due to geographical constraints, the interview was conducted online. This method has the advantage of overcoming geographical and time barriers, thus facilitating smooth and effective communication [43]. This format allowed the participant to take part from a comfortable and familiar environment, be it their living room or garden, and encouraged more open and detailed expression of views and experiences [44].

During the interview, the retailer shed light on the preferences of Chinese wine consumers, including the most sought-after types and categories of wine. Key information was obtained on the preferred country of origin for wines, the typical price range for consumer purchases, and consumer evaluations of different grape varieties. In addition, the retailer provided insight into the most effective marketing channels currently used to reach Chinese wine consumers. The insights gained from this interview informed the next phase of the research: a focus group discussion with wine consumers, which allowed for a re-evaluation and further exploration of the focus group interview questions.

Four focus groups with total of 23 participants complemented the insights gained from the in-depth interview. Unlike individual interviews, focus groups offer the unique advantage of facilitating dynamic interaction among participants. This interaction can lead to the generation of additional information and deeper insights, as participants are often more inclined to express their opinions and attitudes through peer discussions [45]. Furthermore, the exchange of ideas within the group can stimulate new perspectives among the participants. This approach has been successfully employed in previous studies on the wine consumption habits of young consumers. Participant demographic details are provided in Appendix A, summarizing age, gender, occupation, location, and focus group composition. The sample includes a diverse range of participants across regions and professions, enabling rich qualitative insights.

Each focus group was composed of 5–6 participants of same genders and comparable ages, creating a balanced discussion panel. The session began with an introduction to the topic and participants, fostering an inclusive and comfortable environment for open dialogue. During the discussion, three types of wine (white, red and Rosè) were displayed on the table, and participants were asked to react and respond to these products. The discussion was guided by a semi-structured protocol (Appendix C), informed by insights from the in-depth interview.

Participants were recruited using purposive sampling through social media and personal referral networks. Recruitment aimed to reflect diversity across gender, region, and occupational background. Data saturation was achieved after the fourth focus group, as no new codes or concepts emerged during the final session.

As facilitator, the researcher played a crucial role in managing the focus group. According to Stewart, Shamdasani and Rook [45], focus groups often feature complex and interwoven conversations. The facilitator’s responsibilities included organizing the discussion, recording conversations, stimulating interaction among participants, and ensuring the discussion remained on topic.

After completing both the interview and focus group sessions, all recordings were transcribed verbatim and translated into English. The data were analysed using thematic analysis following Naeem, et al. [46], process of thematic analysis for conceptual framework. The process began with familiarisation through repeated reading of transcripts, followed by the generation of initial codes from salient features of the data. These codes were then grouped into second-order themes, which were refined through constant comparison and discussion among the research team.

Themes were initially informed by the interview insights and further developed through patterns emerging across the four focus groups. To ensure analytical rigour, coding was conducted manually and iteratively. While inter-coder reliability testing was not conducted, the researcher maintained a reflexive journal to document analytic decisions and reflections throughout the process. A sample thematic coding table illustrating the relationship between representative quotes, codes, and key themes is provided in Appendix B.

4. Findings

4.1. What Motivates Young Chinese Consumers to Buy Wine?

The decision of young Chinese consumers to purchase wine is influenced by several factors, with particular importance on four key areas: social setting, lifestyle, wine marketing and social media.

4.1.1. Social Settings

The social context has a considerable influence on the wine choices of young consumers, being a primary engagement motivator for consumption and preferences. The study confirms that wine plays a significant cultural role in Chinese social settings highlighting its importance in encouraging young consumers to consider wine purchases. In traditional Chinese culture, wine consumption seamlessly integrates with established social norms. Moreover, beyond gustatory pleasure, wine is believed to enhance the culinary experience by elevating the flavours of dishes and fostering heightened emotional engagement among participants in social gatherings.

“Drinking feels like a tradition. In China, it has a long history. We often say dinner isn’t complete without alcohol. For example, if only a couple of people drink, the dinner feels dull. Wine helps warm the atmosphere up.”

—CL

“To me, the word ‘occasion’ includes not just time and place, but also who you’re with and why. Most of my wine drinking happens at birthdays, weddings, or get-togethers with friends or family. These are joyful events, and drinking wine makes them even happier.”

—ZXK

The family environment influences the way people perceive and accept wine consumption. For many participants, wine consumption began within the family setting, particularly during shared meals. Those who grew up around wine often developed familiarity and acceptance through exposure during childhood, eventually integrating wine into their own adult routines.

“At home, we usually have wine with dinner. For example, on Saturday nights, my mom would cook a big meal—Chinese or Western—and choose a bottle of red wine to go with it.”

—LYS

“My mother drank wine every day. Just a small cup—usually white wine.”

—LSH

Business events and annual parties were identified as key settings for the consumption of wine. In social contexts, wine is regarded as a social lubricant, an icebreaker in facilitating interaction, fostering communication, and promoting networking among individuals. This dynamic is particularly pronounced in Chinese corporate settings, where wine holds significant cultural importance, often serving as an essential element in company events and celebrations. Those who have experience in State-owned enterprises normally cite the practice of drinking wine with colleagues, including superiors who are known to be particularly fond of wine, as an important aspect of their professional lives.

“Wine helps me relieve stress and strengthens my friendships. It brings a spark to life. I don’t think of it as a ritual—just something I enjoy when the mood and people feel right.”

—ZJY

“At parties, we just casually talk—sometimes about the wine itself. It’s really nice to chat with people who share the same interests. Our friendships grow naturally through these conversations. We don’t get drunk; we drink for the joy of it.”

—ZT

Additionally, friend get-togethers including celebrations such as birthdays, female-focused evenings, and male-focused discussions, were identified as occasions where wine consumption is also prevalent. When friends gather, wine elevates the conviviality of the occasion, acting as a social catalyst that fosters connection and enjoyment. Sharing wine among close companions often adds to the positive and harmonious ambiance, creating a more vibrant and cheerful party atmosphere. Aided by wine consumption, these gatherings provide opportunities to forge lasting memories of friendship, as participants engage in meaningful conversations, temporarily leaving behind the demands of daily life and work.

“Wine helps me relax and brings me closer to others… it adds excitement to life. I don’t really treat drinking as a ritual—it’s just that the right time and the right people make me want to drink.”

—ZJY

“During the party we just randomly chat or talk about our own understanding of the wine we’re having. It feels very good to talk with the people who have the same interests. Our friendships are growing automatically during the process.”

—ZT

Birthday parties were frequently referenced by female participants, who perceive them as significant ceremonial life occasions. On such important days, wine is considered a desirable accompaniment, enhancing the celebratory atmosphere alongside good food, close friends, beautiful attire, and memorable photographs.

“I drink wine when I’m happy—like on my birthday or during holidays. Just seeing wine makes me feel cheerful. It’s a happy kind of drink.”

—WYL

Wine is frequently associated with romantic occasions. Both female and male university students frequently discuss their dating experiences, highlighting the role of wine in these scenarios. They talk about purchasing wine as part of the preparations for romantic dates, underscoring its significance in setting a conducive atmosphere for intimacy.

“To me, wine feels casual and romantic. I associate it with Western-style dates—like having wine when you’re out with your boyfriend.”

—QYS

“Wine, especially red wine, is perfect for a date. But even at home, having some wine helps create a warm, intimate vibe.”

—ZMK

4.1.2. Lifestyle

The consumption of wine is increasingly regarded by young consumers as an indispensable component of an urban, luxurious lifestyle. This perception is linked to associations of wine with a sense of sophistication and status. Due to the imposition of Chinese tariff policies, wine is priced at a premium relative to Chinese beer and white spirits. As a result, wine is perceived as a fitting means of commemorating noteworthy occasions. For the younger generation of wine drinkers, wine consumption serves as a signifier of fashionable luxury, reflecting their perception of status and style.

Overseas experience is a significant factor prompting participants to seek out wine. Those with international study experience frequently demonstrate regular wine consumption. Many participants reported having studied abroad, during which wine was a highlight in both their academic and personal lives. This exposure has led to the acquisition of detailed wine knowledge, which has in turn deepened their interest in its history, science, and cultural aspects that foster a lasting engagement with these.

“For us, it was simple—we studied wine at university, so we had to drink it. But the more I learned, the more interested I became—not just in the wine itself, but in everything from grape growing to bottling. There’s so much richness in the history and culture—it makes me want to keep exploring.”

—ZJY

Another significant factor influencing the behaviour of young consumers is overseas wine tourism. Such experiences permit direct wine tasting and engagement with cellar door staff, thereby facilitating enhanced comprehension and appreciation of wines. The combination of wine and the ambience provided by the winery can create an exceptional experience, which in turn increases their propensity to make a purchase. The depth of involvement during these wine tourism experiences often leaves a profound and long-lasting impression on young consumers, prompting them to purchase wine spontaneously upon returning home and to seek further opportunities for similar experiences in the future.

“Last time we visited a winery, my friend was there working as a sales rep. She was so patient and introduced a lot of wines to us. We ended up buying a bottle of Riesling she recommended. The whole experience felt professional and atmospheric—it made me feel like the wine we bought was something high-end.”

—KW

“I tend to drink more when I travel. If I’m staying somewhere for a couple of nights, I usually order a bottle of wine to enjoy during the trip.”

—XQ

A considerable number of participants underscored the symbolic function of wine, associating it with both Western-style haute cuisine and informal dining contexts. This dual association serves to reinforce wine’s perceived connection to sophistication and cultural refinement. One female participant, for example, articulated her engagement with wine through the practice of preparing Western dishes. She initially purchased white wine to experiment with culinary recipes, using it as both an ingredient and a complementary beverage, consumed in accordance with the recommendations outlined in the recipes. This incorporation of Western gastronomic practices—encompassing cooking techniques, beverage pairing, and broader consumption behaviors—has demonstrably influenced the purchasing decisions of young Chinese consumers. As the participant noted, wine constitutes a central element in what she described as a “small ritual of life,” highlighting its role not merely as a consumable product but as a culturally embedded symbol within everyday domestic routines.

“I really got into Western cooking—like making cream of mushroom soup. One recipe mentioned using dry white wine, so I looked it up and bought a bottle to try. After I made the dish, I thought the wine’s acidity balanced out the creaminess perfectly—it cut through the heaviness and brought out a richer, more complex flavour. That’s what got us interested in white wine in the first place.”

—QYS

“I think wine completes a Western-style dinner—it feels more formal and special. For me, it’s like a ritual. I enjoy following little rituals in life. Like, if you have a beautiful wine glass, isn’t it a shame not to use it? That’s the feeling—it’s about making moments feel meaningful.”

—KW

A recurring theme among participants is the convergence of global consumption practices, particularly the intersection of coffee and wine appreciation. This thematic overlap reflects a broader cultural shift in which young Chinese consumers increasingly engage with globalized symbols of taste and refinement. One male participant, for instance, attributed his interest in wine to both his professional background and lifestyle, noting that his familiarity with coffee tasting had naturally extended to wine. There are similarities between the two practices, particularly in terms of sensory evaluation such as aroma, flavour profiling, and the ritualistic nature of tasting. This cross-influence illustrates how exposure to European drinking cultures has reshaped the consumption behaviours of younger demographics in China. The adoption of such practices is not merely about the products themselves but about the cultural capital they represent. Coffee and wine, in this context, function as lifestyle markers that signify cosmopolitanism, discernment, and a cultivated palate.

“I like sparkling wines, especially Champagne. I enjoy the acidity—it’s kind of like coffee. The tasting process for wine and coffee is actually pretty similar, though the aging and complexity evolve in different ways.”

—L

Another emergent theme is the perception of wine consumption as a form of self-indulgence and emotional expression. This perspective is heavily influenced by cultural representations in film, television dramas, lifestyle magazines, and social media platforms, which frequently depict wine as emblematic of urban sophistication and emotional depth. These media portrayals contribute to the construction of wine as not merely a beverage, but a symbol of aspirational living and personal refinement. Two female participants, for example, recounted instances in which they chose to drink wine alone, framing the act as a personal ritual or a moment of introspective solitude. In these narratives, wine functions as a facilitator of emotional self-care, offering a sense of comfort and aesthetic pleasure. Such practices reflect a broader trend in which consumption is imbued with symbolic meaning, of affective consumption and the role of wine in shaping emotional and identity-related experiences.

“Late at night, after the kids are asleep, I turn on a little lamp and pour myself a glass of wine. It feels a bit luxurious—but I’m not showing off on social media or anything. It’s more like I’m quietly searching for something for myself.”

—L

“I usually drink alone and have a collection of glasses I use just for wine. I might light some candles or aromatherapy—it creates a nice vibe. No one’s rushing me, no pressure to drink fast like at parties. I’m not doing it for photos or anyone else. I just want to enjoy the taste, to take it slow. And sometimes, when I want to feel a little happy or tipsy, wine is what I choose.”

—QSY

4.1.3. Wine Marketing

The competitive dynamics of the wine marketing landscape impact the way consumers engage with the product, influencing purchasing behaviour. Marketers devise strategic brand narratives that are specifically designed to influence the purchasing decisions of young consumers, through the creation of engaging content. These narratives are distributed across multiple marketing channels, encouraging young consumers to engage with and follow the trends set by these campaigns. As a result, the way young consumers engage with and consume wine is inextricably linked to the marketing activities that surround it. This highlights the profound influence that marketing has on consumer choices.

“Marketing strategies, especially for the strategies used in China. The internet influencers in social apps are doing importantly in promoting wine. They enlighten and lead people to wine.”

—MJJ

The tradition of gift-giving in China significantly shapes the purchasing behavior of young consumers, illustrating the intersection of localized marketing strategies and enduring cultural practices. As Seidemann, Atwal, and Heine [22] observe, gift selection in Chinese culture is closely tied to the giver’s self-concept, often serving as a reflection of status, wealth, and taste. In this context, wine has emerged as a culturally resonant gift, particularly in formal settings such as business engagements, weddings, and festivals, where the symbolic value of the gift underscores the importance of the relationship.

Pricing strategies for wine in China reflect these cultural nuances. Moderately priced bottles are typically exchanged among close acquaintances, signaling mutual respect and social parity. In contrast, higher-priced wines (e.g., 500 RMB or more) are reserved for esteemed recipients, such as business leaders or elders, to convey deference and elevate the giver’s social standing. This practice not only reinforces hierarchical social norms but also aligns with broader patterns of conspicuous consumption, such that luxury goods function as markers of prestige and relational intent.

”The price of the wine we should use highly relates to the reputation of the gifted person. If he or she has a higher social status or a higher salary, they might drink wine with a price 150 RMB to 200 RMB. When selecting gift for this group of people, we might need to add another $5.”

—CL

Furthermore, the tradition of presenting expensive wine as a gift is inextricably linked to the broader concept of ‘Mianzi’ (面子, face) in Chinese social interactions. As Seidemann, et al. [22] observe, the presentation of costly gifts is perceived as an act of ‘Gei Mianzi’ (给面子, gaining face), which serves to enhance the happiness and social credit of both parties involved. Nevertheless, there are notable regional variations within this cultural practice, with significant differences between Northern and Southern China.

“If it is for a commercial purpose like if there’s genuine market value then my priorities would be different. I’d definitely look for something that’s publicly available and whose value is already recognized by the market.”

—XQ

In China, the localisation of wine marketing makes use of the cultural tradition of gift-giving, together with the luxurious symbolism associated with wine, to tailor marketing campaigns to specific regional and social contexts. For instance, Penfolds targets high-income male consumers with branding and packaging that emphasize success in business, which affects young consumers’ perceptions when selecting gifts for males.

Nevertheless, the influence of the gift culture on young consumers differs based on age and professional experience. Post-millennial consumers frequently prioritize affordability, eschewing complex considerations of price and symbolism. In contrast, older millennials who require gifts may seek advice from various sources, including family and influential peers, indicating a more deliberate approach to gift selection.

“If I’m giving wine to a friend—like something we’d drink together—then I’d usually pick something around 200 or 300 yuan. It needs to taste good, of course. But if it’s for an elder, or a more formal occasion, then I’d probably choose something more expensive.”

—WXY

“I wouldn’t give wine to my elders—I don’t earn money myself, so I don’t see the point in giving gifts like that.”

—MS

4.1.4. Social Media Influence

The impact of social media influencers on the perceptions and behaviours of young consumers in relation to wine is profound. The inclusion of wine in the content of influencers on social media raises the curiosity of young consumers, who then purchase the product and share their own experiences on their accounts. This cycle of influence serves to fuel young consumers’ enthusiasm for engaging in the latest trends. Furthermore, the involvement of celebrities can serve to amplify this effect. For example, when a celebrity mentions their preferred wine, influencers frequently rush to purchase the same brand and subsequently showcase it on social media. An illustrative example of this phenomenon is the case of the Chinese rapper Jackson Wang, who referenced Cloudy Bay wine in a song lyric. This reference prompted several of his admirers to purchase Cloudy Bay Sauvignon Blanc 2020 and to share images on 小红书 (Xiaohongshu), a prominent social media platform in China that is comparable to Instagram. Subsequently, the wine was labelled “the same type of wine as Jackson Wang” and reviews were shared across various platforms, further disseminating its popularity among the fan community. This case study exemplifies the significant influence of influencer marketing in the wine retail sector, as highlighted by a participant.

“(Social media) posting about it, or sharing a recommendation or maybe seeing someone else recommend it that’s when I get tempted to try it.”

—LYS

All participants mentioned digital wine retailers on social media, such as Lady Penguin (醉鹅娘), xiaopi (葡萄酒小皮), and Yuanxiaojie (猿小姐的甜酒铺). A particular instance that highlights the influence of these digital wine retailers is the case of a male participant who expressed a strong preference for wines that have been reviewed and selected by Lady Penguin. He stated unambiguously that he places absolute trust in wines endorsed by this influencer, thereby illustrating the considerable trust and authority these digital figures hold over consumer choices in the wine market.

“(Lady Penguin) for example she’ll explain what makes a wine different from others, or why it’s special. Sometimes she recommends a full-score wine that isn’t even that expensive—maybe just over 200 yuan. That makes me feel like I might actually try it.”

—L

Electronic word of mouth (e-wom) in social media comes in different forms. Unlike digital wine retailers, there are many wine reviews from normal social media and digital shopping platforms users. All participants said they read these reviews before they decide to buy wine. Female participants prefer to read the reviews from multiple social media platforms such Xiaohongshu, Douyin and Taobao. The male participants talked about Taobao comments. Participants who have professional wine education talked about the wine exhibitions and official wine reviews, such as those from James Suckling and Robert Parker.

“On Xiaohongshu, I don’t really trust the professional wine influencers they often feel like models or marketing tools. But there are some regular users who truly love wine and share their own reviews. You can ask them questions, and they’ll reply in detail. If someone like that recommends something, I find them trustworthy.”

—MS

“Professional wine scores feel relatively objective—they’re usually not fake. Even if people don’t fully understand the wine’s style or quality, the score gives them a sense of security.”

—ZXK

4.2. What Are the Sensory Preferences of Young Chinese Consumers When Drinking Wine?

Age influences wine preferences among young Chinese consumers although shaped by a rather complex interplay of generational norms, social context, and sensory appeal. While red wine is strongly associated with the older generation, often consumed during formal occasions such as banquets or business meetings, this association extends to younger consumers through intergenerational experiences. Several participants recalled drinking red wine in the company of older family members or in professional settings, reinforcing its symbolic link to tradition, hierarchy, and formality.

In contrast, younger consumers exhibit a marked preference for lighter-coloured wines, particularly white wine, which is favored for personal enjoyment and informal social gatherings. White wine is perceived as more versatile and easier to pair with a variety of foods, making it a popular choice for diverse dining occasions. Its refreshing qualities are especially appreciated during warmer seasons, further enhancing its appeal among younger drinkers.

This generational divergence in wine preferences reflects broader cultural dynamics, where traditional values coexist with evolving lifestyle practices. It also highlights how wine functions not only as a sensory product but as a cultural artifact, embedded in social rituals and identity formation. These findings resonate with existing scholarship on the social construction of taste and the role of consumption in negotiating generational and cultural boundaries

“I’d prefer to drink this kind of wine at a formal dinner—with my boss or older relatives. It feels more proper. In China, we don’t usually have white or rosé wine at formal occasions. Older people don’t really see those as proper alcohol. Red wine is more respectable in their eyes.”

—ZT

“I prefer to drink white wine with friends. It just fits my experiences better. I don’t really enjoy red wine, but I’m happy to share white wine with others. For me, white wine is something to enjoy socially.”

—WYL

Subtle gender differences emerge in the sensory preferences of young Chinese wine consumers. Female participants expressed a marked inclination toward semi-dry and sweet wines, especially those characterized by pronounced fruity or floral aromas. These wines, often with lower alcohol content, are favored for offering the sensory pleasure of wine without the intensity of strong alcohol. This preference reflects a broader desire for beverages that are both flavorful and gentle, aligning with specific taste profiles that prioritize balance and approachability.

Rosé wine, distinguished by its delicate pink hue, appeals to female consumers. Participants frequently cite its visual beauty as a key factor in their preference, associating the color with femininity, romance, and joy. The emotional resonance of rosé evokes sentiments of celebration and warmth. This makes it a popular choice for occasions such as birthday gatherings or as a thoughtful gift for female friends. Its aesthetic charm, combined with its symbolic associations, positions rosé as both a sensory and emotional favorite within this demographic.

“If I had to choose, I’d go with a sweet Riesling. I don’t like wines that are too astringent. A nice aroma and a bit of sweetness would be much better for me.”

—MJJ

“I’ve only had rosé with my girlfriends. It’s perfect for girls’ parties—rosé just makes us happy when we see it. I usually buy it when they visit my place. To me, rosé is a pretty wine that’s made for girls.”

—KW

In contrast to their female counterparts, male consumers tend to prefer wines with medium to high alcohol content, favoring dry profiles and fruit-forward aromas over sweeter varieties. While white wine is generally accepted, rosé is less commonly chosen due to its perceived association with femininity. This perception influences personal consumption choices, with rosé often regarded as misaligned with masculine identity. Nevertheless, male participants expressed a pragmatic openness to purchasing rosé for specific social contexts, such as dinners or as gifts for female friends thus demonstrating an awareness of its broader appeal. This suggests that while rosé may not align with their individual taste preferences, its symbolic and aesthetic value is recognized and strategically employed in social and relational settings. Such behavior reflects a nuanced understanding of wine as both a personal and performative product, shaped by gender norms and situational appropriateness.

“I think this wine would be perfect to share with some young, outgoing women over dinner.”

—CL

“White wine with semi-dry taste but hardly buy sweet ones. I would only buy semi-sweet white wine when I need it for a party or a gift.”

—ZT

“I would share this wine with some young and outgoing ladies in dinner.”

—CL

In China, the concept of food and wine pairing has become a significant focus of marketing strategies, influenced by Western culinary culture. Most of the participants recalled their initial experiences with wine from a variety of sources, including social media posts, films, and other forms of marketing. Among these, food and wine pairing emerge as the most engaging and relevant. This reflects a growing interest in understanding how wine complements different dishes, a concept that has been effectively leveraged by marketers to appeal to young, culturally attuned consumers.

“White wine gives off a refreshing vibe—like something you’d enjoy at a picnic. It pairs well with seafood and just feels light and crisp.”

—QYS

For many young Chinese consumers, wine knowledge is closely tied to educational experiences and academic or professional backgrounds in fields such as wine studies or tourism. These individuals often approach wine not solely as a consumable product but as a subject of learning and cultural exploration. University wine clubs serve as important social platforms that facilitate both knowledge acquisition and peer interaction. Through organized tastings and social events, these clubs create accessible environments where students can develop their understanding of wine while participating in convivial, community-oriented experiences.

Several participants also recounted their attendance at wine exhibitions, which they described as formative encounters with the professional wine world. These events, often centered on structured tastings and expert-led discussions, were seen as opportunities to deepen their knowledge and refine their palates. In many cases, participants reported purchasing wine not for immediate consumption, but as part of a broader educational journey that underscores the role of wine as both a cultural artifact and a medium for intellectual and social engagement.

“I joined a wine club at university that was run by other students who love wine. I only went to a couple of their events, but after that I usually drank wine alone in my dorm.”

—MJJ

“After going to that German wine show, I really started to like this kind of Riesling. It felt just right for my taste.”

—ZMK

4.3. What Are the Preferred Wine Retail Channels of Young Chiese Consumers?

In China, online shops have emerged as the dominant retail channel for purchasing wine, replacing traditional physical stores and supermarkets. These digital platforms offer a significant advantage by offering a more extensive range of product categories and presenting wines at more affordable prices. This pricing strategy is particularly attractive to younger consumers, as it enables them to enjoy wine without imposing a significant financial burden. Furthermore, the efficiency of home delivery systems serves to enhance the attractiveness of online wine retailing, providing convenience and improving the overall consumer shopping experience.

“If we order wine before noon, it usually gets shipped the same afternoon. If it’s through Shun Feng, we normally receive it the next day. Slower deliveries might take one more day.”

—ZJY

In traditional physical retail channels, such as supermarkets and liquor stores, the range of wine products available often fails to meet the diverse preferences of consumers. Such establishments typically offer a limited selection, frequently restricted to popular varieties such as Cabernet Sauvignon. This limited assortment impedes the consumer’s ability to make informed and varied choices. Consequently, supermarkets and similar physical stores are less favoured by younger consumers, who seek a more extensive range of options to guide their purchasing decisions.

“Chinese supermarkets don’t offer much choice there are usually fewer than ten kinds, even less for white wines. Maybe in cities like Beijing or Shanghai there are more options, but in smaller cities there’s almost nothing.”

—ZJY

Another retail channel favoured by young consumers is the cellar door. As previously stated, wineries offer a distinctive experience that integrates tourism with wine tasting. Once young consumers have been satisfied with the ambience and service of a winery, they are more likely to purchase. This experiential aspect serves to enhance the perceived value of the wine, thereby rendering consumers more willing to buy a product associated with a positive and memorable experience.

“When I visited a winery and tasted the wine, I really liked it. Later, I bought a bottle and gave it to a friend as a souvenir—it felt special.”

—XQ

Looking at retail channels, price is the primary factor shaping younger consumers’ purchasing decisions. The influence varies between different participant groups, with notable differences observed between males and females, and between those with different income levels. For example, a male participant with a higher income indicated willingness to spend between 80 RMB and 300 RMB on wine for personal consumption. Conversely, a female university student reported a spending range of 70 RMB to 100 RMB for wine. Furthermore, other female participants with regular incomes were willing to spend between 100 RMB and 200 RMB on a bottle of wine for personal use. These findings demonstrate the complex interplay between demographic factors, such as gender and economic status, and wine purchasing behaviours.

“For me, 100 to 200 RMB is my usual price range. Anything over 300 feels expensive. Even though I don’t earn much, I still feel that wine under 100 RMB usually doesn’t taste good.”

—ZJY

Furthermore, female consumers are willing to pay a premium for aesthetically pleasing packaging, luxurious appearances, or superior experiences associated with wine purchases. Likewise, female consumers demonstrate heightened sensitivity to the quality of service and overall customer experience. This preference serves to highlight the significance of visual and experiential factors in influencing purchasing decisions among female wine consumers.

“I usually buy a Riesling in the 100 RMB range at the supermarket. Sometimes I find one for just over 50. But when I’m at a winery, I prefer to buy what I’ve tasted—even if it’s more expensive, like over 200 RMB. It just feels more worth it.”

—KW

In addition, their preferred price varies according to the intended purpose of the purchase. In the context of gift-giving, consumers are typically willing to spend more on wine than they would on personal consumption. For example, a high-income participant employed in a state-owned enterprise indicated a willingness to spend up to 500 RMB on a wine gift. The importance of the recipient directly influences the spending threshold; the more significant the person, the higher the price they are willing to pay. Similarly, at formal social gatherings, the decision to purchase more expensive wines is often influenced by the perceived importance of the attendees at the event.

The amount of money consumers are willing to spend on wine for social occasions varies depending on the number of participants involved in the event. For gatherings among close friends, individuals typically select wines that are priced similarly to those they would choose for personal consumption. This purchasing behaviour reflects the level of familiarity and comfort among the group, suggesting that consumers prefer to maintain a consistent spending pattern when the social context is informal and intimate.

“It depends on the leader’s level. A 100 RMB bottle won’t impress someone important. You’d probably need something around 500 RMB—or even 1000—depending on their status.”

—CL

“I’d only gift wine to friends who don’t really understand wine but still drink it occasionally. For them, I’d choose something around 200 RMB, preferably with delicate packaging.”

—ZJY

Furthermore, price is a key factor in determining the perceived value of a product. Those with lower incomes are more price-sensitive, a response that is further compounded by the higher cost of wine compared to alternatives such as beer and local white spirits. Consequently, young consumers are compelled to make purchase decisions within a constrained budget, which heightens their sensitivity to wine prices. This economic consideration serves to illustrate the significance of affordability in the purchasing behaviours of this demographic.

5. Conceptual Model and Discussion

From the insights gathered in this study, we developed a conceptual model depicting the different elements that influence the wine consumption behaviour of our young Chinese wine consumers. This model is illustrated in Figure 1. The conceptual model not only mirrors the structure of the research questions but also integrates the emergent themes from data, offering a cohesive explanation of how young Chinese consumers’ wine behaviours are shaped by generational positioning and social media-driven dynamics.

This framework reflects the three core research questions guiding the study: motivations (RQ1), sensory preferences (RQ2), and retail channel preferences (RQ3). Generational differences are proposed as shaping all three dimensions, while social media influence emerges as a cross-cutting factor affecting motivation, sensory experiences, and retail behaviours.

5.1. Generational Motivations for Wine Consumption

The wine consumption landscape among millennials and post-millennials presents a nuanced terrain of purchasing behaviours, characterized by subtle variations rooted in demographic, economic, and social factors. While both consumer segments engage with wine markets, their approaches reflect distinct motivational frameworks and contextual considerations that warrant comprehensive analytical exploration.

The motivational structures underlying wine consumption differs meaningfully between millennials and post-millennials. Millennials predominantly conceptualize wine as a multifunctional social and professional instrument, strategically deploying wine selections to navigate complex interpersonal and professional networks. Their purchasing decisions are substantially influenced by social expectations, professional networking opportunities, and cultural norms surrounding gift-giving and status signalling. Wines are selected not merely as beverage products but as symbolic capital that facilitates social interactions and communicates sophisticated cultural literacy. This symbolic role of wine is consistent with earlier findings about wine’s function in Chinese gift culture and social hierarchy [22].

Post-millennials, conversely, approach wine consumption through a more individualistic lens. Their purchasing motivations are primarily intrinsic, driven by personal exploration, lifestyle alignment, and individual taste experiences. Social media and digital platforms play a critical role in shaping their wine preferences, with influencer recommendations and digital trends significantly informing their consumption choices [17,19]. This group views wine as a medium of personal expression and self-discovery, prioritizing individual enjoyment and experiential learning over traditional social signalling mechanisms. These motivations resemble the millennial embrace of rosé in France as a symbol of freedom and pleasure, contrasting with older generations’ perception of wine as a cultural relic [38].

5.2. Retail Channel Engagement

Retail channel preferences demonstrate a range of behaviours rather than a binary distinction. Millennials exhibit a balanced approach to wine purchasing, engaging with both traditional and digital retail platforms. They maintain a slightly higher preference for in-person retail experiences, valuing direct interactions with wine experts, sommelier consultations, and physical wine selection processes. Liquor stores, specialty wine shops, and cellar door experiences remain important touchpoints for this demographic [37], echoing older French consumers’ continued connection to traditional wine-buying rituals.

Post-millennials display a more pronounced digital-native approach to wine retail. Online platforms dominate their purchasing strategies, driven by convenience, extensive product variety, and competitive pricing structures. These drivers align with global research on Gen Y consumers in emerging markets, where convenience and price remain dominant factors [42]. Their retail engagement is characterized by a seamless integration of digital discovery, social media influence, and e-commerce accessibility [40], suggesting a shift toward decentralized, lifestyle-based wine shopping.

5.3. Experiential Consumption Patterns

The experiential dimension of wine consumption further illustrates the nuanced differences between these consumer groups. Millennials tend to invest in comprehensive wine experiences that extend beyond mere product consumption. Wine tourism, formal tasting events, and sophisticated dining experiences represent significant areas of engagement [20]. These experiences are conceptualized as investments in social and cultural capital, offering opportunities for networking and status cultivation, similar to the role wine plays in French middle-aged consumers’ self-presentation and taste sophistication [37].

Post-millennials approach wine experiences through a more individualized and digitally mediated lens. Their experiential consumption is characterized by flexible, accessible interactions with wine culture. Social media sharing, virtual tastings, and digital wine education platforms constitute primary channels of engagement [40]. This mirrors Italian young consumers’ preference for natural wines and cost-effective exploration strategies that align with personal values [34,35]. The emphasis is placed on personal discovery, lifestyle integration, and social storytelling, rather than institutional wine knowledge or elite social positioning.

6. Conclusions

The consumption of wine by young Chinese consumers is influenced by a complex interplay of cultural, social, and economic factors. Social settings, including business events, family gatherings, and romantic occasions, exert a significant influence on the formation of these behaviours. The integration of wine into Western culinary practices and the influence of social media further contribute to this trend, with influencers and celebrities wielding a significant impact on purchasing decisions.

This cultural norm is particularly evident in formal settings and among high-income individuals. Furthermore, the advent of online retail channels has transformed the purchasing landscape, offering a wider variety of wines at more competitive prices than traditional physical stores. This accessibility, coupled with the efficiency of home delivery systems, is particularly appealing to younger consumers.

Moreover, the experiential aspect of wineries, which combines tourism with wine tasting, enhances the appeal of wine purchases. However, traditional retail channels such as supermarkets and liquor stores are unable to provide the diverse selection that younger consumers seek, leading to a preference for online platforms and direct purchases from wineries.

In summary, the consumption patterns of young Chinese wine consumers are characterised by a strong sensitivity to price, a desire for diverse and high-quality options, and a significant influence from cultural and social factors. These insights are significant for marketers seeking to effectively reach young consumers, as they highlight the necessity for the implementation of tailored strategies that are capable of resonating with the unique preferences and behaviours of this demographic.

7. Limitation and Further Study

Despite the valuable insights provided by this study, several limitations exist, and future research directions can be explored to deepen the understanding of young Chinese consumers’ wine consumption behaviours.

The first limitation is the small size of the focus groups, comprising a total of 23 participants from major urban cities. Consequently, findings are primarily applicable to urban consumers in cities such as Beijing, and generalizability to rural or less developed regions of China is limited. Furthermore, monthly income data was not collected, limiting insights into economic influences on wine consumption behaviours. Future research could include larger, more diverse samples, that encompass rural areas, and systematically examining the influence of income levels. Additionally, future studies should investigate different consumer segments more deeply, particularly frequent wine drinkers and male consumers who attend business events, to explore their attitudes and motivations regarding wine consumption.

The second limitation is the focus on a single type of wine retailer. The retailer interviewed provided valuable insights into young consumers, particularly online wine purchasers, but the findings may not reflect the full diversity of retail channels utilized by young consumers. Future research should incorporate multiple retailers, including cellar door staff and physical liquor store managers, to better capture varied consumer motivations and retail preferences.

The third limitation pertains to the study of sensory preferences, which was constrained by the online meeting format. Participants discussed sensory preferences based on memory and visual stimuli (images of white, red, and rosé wines) rather than real-time tasting. This method may result in oversimplified or idealized representations of preferences. Additionally, the study did not investigate how regional food cultures across China (e.g., seafood-based cuisines in Guangdong and Fujian versus spicy dishes in Sichuan and Jiangxi) influence wine preferences. Future research should incorporate actual tasting sessions, either in-person or via distributed sampling, to obtain more accurate sensory preference data. Moreover, future studies could explore the impact of local dietary habits and prolonged exposure to international cuisines on sensory preferences and wine choices among Chinese consumers.

Finally, qualitative research inherently involves interpretative subjectivity. Although measures such as independent coding and member-checking were employed to enhance trustworthiness, potential researcher biases cannot be entirely eliminated. Future research could benefit from methodological triangulation, combining qualitative insights with quantitative behavioural data to strengthen validity and reliability.

These future research directions will provide a more comprehensive understanding of the factors influencing wine consumption among young Chinese consumers, thereby guiding more effective marketing strategies and enhancing consumer satisfaction in the wine industry.