NEWS
HURUN LUXRUY SURVEY: RICH CHINESE PREFERRED FRENCH WINE AND SPIRIT BRANDS
By Tony Zhu
23-2-2022
Source: Hurun Chinese Luxury Consumer Survey 2022
China’s high-net-worth individuals considered French Cognac brands most sought-after among other imported wine and spirits, with Louis XIII, Hennessy and Remi Martin topping the chart, according to Hurun Chinese Luxury Consumer Survey 2022.
French winery Chateau Lafite-Rothschild ranked 6th on the most sought-after imported liquor chart, and is the only fine wine brand made to the top ten in this category.
Source: Hurun Chinese Luxury Consumer Survey 2022
The survey interviewed 750 high-net-worth individuals in China, all of them have an average family wealth of CNY42million (USD6.6m) and investable wealth of CNY13m.
Of those surveyed, 40 were Ultra-high net worth individuals with assets of more than CNY100m. 40 percent of them live in China’s first-tier cities; the average age was 37; the ratio of males and females was 50:50; 89 percent are married (mostly families with one child).
Scotch Whisky brand Royal Salute came 4th , while French Cognac brand Martell was 5th.
Completing the top ten table are Scotch whisky brands Ballantine at 7th, Chivas at 8th, and Macallan at 10th, while American whiskey brand Johnny Walker came 9th.
The survey also asked respondents to rank fine wine brands, again this chart was dominated by French brands with Chateau Lafite-Rothschild on top, followed by Burgundy, Chateau Latour, Chateau Marguax, Chateau Haut Brion and then Chateau Mouton Rothschild.
Source: Hurun Chinese Luxury Consumer Survey 2022
As a choice of drink, however, 20 percent of the respondents said they preferred red wine, 16 percent preferred whiskies, while most of the ultra-high net worth individuals preferred Cognac and brandies.
As a choice of collection, fine wines came fourth after jewelries, watches and Chinese paintings.
Hurun Report Chairman and Chief Researcher Rupert Hoogewerf said: “This survey started out in 2005 with a desire to know more about the lifestyle and brand preferences of the Chinese luxury consumers, who have since grown to become the most important consumers in the world for luxury. This report is targeted at those who need to stay relevant to the Chinese luxury consumer, to understand their lifestyle changes, as well as investment and behavior trends.”
(the writer can be contacted at: info@thewinechronicle.com)
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