Up until 2012 wine was not consumed, it was purchased for status and as a gift, explained Deglise speaking to the drinks business this week. Whereas now we see wine consumed by the Chinese consumer, especially by Chinese middle classes, which is totally new. This means also that the wines are not the same, especially in value. Before wines consumed were mainly classified growths and high value wines. Now we are talking about more entry and middle-level wines, which creates many more opportunities for wine exporters, not just Bordeaux.

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