Int. J. Chinese Culture and Management, Vol. 3, No. 1, 2010 69 Copyright © 2010 Inderscience Enterprises Ltd. China’s wine market: strategic considerations for Western exporters Carlos Moslares and Ricardo Ubeda* Facultad Economia IQS, Via Augusta 390, Barcelona 08017, Spain Email: moslares@iqs.edu Email: ricardo.ubeda@iqs.edu *Corresponding author Abstract: With consumption rising 10–15% per year, there is no doubt about the potential of Chinese wine market. Market share and global exports from Western countries have been continuously increasing starting a trend of annual double digit growth these past years and almost making the Chinese market’s limit unreachable. However, there are some facts that seriously affect this trend: the domestic wine production – as demand increases so does domestic production, domestic producers are well aware of the government’s goal of self-sufficiency – the market structure – strong domestic producers and distribution difficulties critically influence strategies for exporters – and the wine consumer’s behaviour – quite different from European or US markets, affecting price and advertising strategies. Keywords: China wine market; exports strategy; market structure; market data; wine consumer’s behaviour. Reference to this paper should be made as follows: Moslares, C. and Ubeda, R. (2010) ‘China’s wine market: strategic considerations for Western exporters’, Int. J. Chinese Culture and Management, Vol. 3, No. 1, pp.69–85. Biographical notes: Carlos Moslares is Vice Dean Facultad Economia IQS, and Full Professor since 2004 and Head of Economics and Finance Department since 2001. He is Doctor of Economics (Florida Internacional University), Master of Economics (Florida Internacional University), and Licenciado Economics, Barcelona University. Ricardo Ubeda is Associate Professor in Facultad Economia IQS. He is Doctor of Economics (University Ramon Llull), Master of Economics (Facultad Economia IQS), Master Management Industrial Purchasing, and Licenciado Business Administration (University Ramon Llull). He currently combines teaching with management consultancy in multinational and medium and small companies.