Essays on Marketing for Wines - Hong Kong Case Study

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The paper "Marketing for Wines - Hong Kong " is an outstanding example of a marketing case study. Hong Kong is emerging as one of the fastest-growing wine markets in the world in the re3cent past following the scraping of the city’ s wine taxes in 2008. The growing population made up of majorly the expatriates, as well as a huge number of tourists, make up the main consumer base for the consumption of Hong Kong. There is an increasing number of the local and middle-class Chinese population who considers wine consumption as a healthy and prestigious lifestyle leading to a steady increase in the size of the Hong Kong wine market (Australian Trade and Investment Commission, 2016).

The gift packed wines are also offers a great appealing to the millions of mainland tourists who visit the Hong Kong city. Australian wines have in the recent past made strong inroads into the Hong Kong city wine market with the quality of the wine the regional identity gaining a major recognition amongst the consumers more so the consumers. The Australian wine has greatly expanded the share of the market in relation to other European winemakers like France over the past decades to become the number two supplier of grape wines to the city of Hong Kong over the past 16 years.

In terms of volume, the city of Hong Kong imported 50 million litres of wine in 2013, a slight of 0.8 percent from 2012. In 2014, wine imports grew by 1.8 percent in relation to the same period in the previous period (Dewald, 2003). The wine market in Hong Kong is certainly growing, and more wine companies need to venture to get a sizeable share of the market.

This report looks into the suitability of a number of wine brands in the Hong Kong market. 2010 Clarendon Hills Astralis – A$450.00 each (other vintages available) The wine was the first vintage in 1994 with an initial production of 150 cases. The Astralis that is used in the manufacture of the wine was fast planted in the 1930s on a mix of ironstone, clay and gravely soils. The story of Clarendon Hills is one of passion, dedication, and one that is committed to exceptional wine.

First produced by Roman Bratasiuk in 1990, the wine was produced based on the preferred style of the producer himself (Chris & Annie, 2014). Based on a benchmark of the French traditional wines the wine brand has been hailed for its exceptional taste. In fact, roman was among the first wine producers to use only the French oak, where it spends one and half years in 50 percent new and 50 percent seasoned tightly kept French oak barrels. Most of the Clarendon Hills range is meant majorly for overseas consumption and are rarely found in the Australian markets.

The other vintages are 1994, 1995, 1996, 1999 and 2006. The wine has a prospect of gaining acceptance in the Hong Kong market. The price range is well suited to the middle class Chinese from mainland china that is famed for their love for the vintage wines (Chris & Annie, 2014). The other contributing factor for its suitability for the Hong Kong market is the fact that the brewers do not necessarily need to satisfy the Australian wine market since most of it is exported to the United States of America and other European countries.

Bibliography

Australian Trade and Investment Commission 2016, Wine to Hong Kong. Available at: http://www.austrade.gov.au/Australian/Export/Export-markets/Countries/Hong-Kong/Industries/wine (Accessed: 18 Oct. 2016).

Chris, Li & Annie, Lai 2014, Hong Kong wine market 2014. Available at: http://gain.fas.usda.gov/Recent%20GAIN%20Publications/Hong%20Kong%20Wine%20Market%202014_Hong%20Kong_Hong%20Kong_2-12-2014.pdf (Accessed: 18 October 2016).

Dewald, B 2003, ‘Wine consumption in Hong Kong’, International Journal of Wine Marketing, 15(1), pp. 54–68. doi: 10.1108/eb008752.

Hooke, H 2010, Torbreck claims most expensive Australian table wine title. Available at: http://www.executivestyle.com.au/torbreck-claims-most-expensive-australian-table-wine-title-150kr (Accessed: 18 October 2016).

Lanphier, F and Stoeckl, N 2006, ‘Australian wine exports and the AUSFTA’, Journal of Wine Research, 17(3), pp. 173–184. doi: 10.1080/09571260701286593.

Pomarici, E 2016, ‘Recent trends in the international wine market and arising research questions’, Wine Economics and Policy, 5(1), pp. 1–3. doi: 10.1016/j.wep.2016.06.001.

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