openThis master's thesis embarks on a comprehensive exploration of the Chinese wine market, unraveling its intricate tapestry and shedding light on emerging trends. With a keen focus on the burgeoning demand for alternative wines, particularly organic and biodynamic varieties, the research investigates the factors shaping consumer preferences and market dynamics. Leveraging both desk analysis and field research, the study combines a meticulous examination of existing literature with firsthand insights gathered from industry experts, wine importers, and producers. Through structured questionnaires and interviews, the research aims to elucidate the challenges and opportunities faced by Italian organic and biodynamic wine producers in navigating the expansive and evolving Chinese market. The final output includes a robust SWOT analysis, offering strategic insights for Italian winemakers seeking to establish a prominent presence in China.
Key words: China, Natural wine, Chinese wine market, Italian wines, market analysis, wine production
