By Loren Mayshark
Genre: Nonfiction
Book
Description
The
wine business is one of the world’s most fascinating industries and China is
considered the rising star. A hidden secret, the Chinese wine industry
continues to grow at an amazing pace and is projected to soon enter the top
five producing nations, supplanting long established countries such as
Australia. Inside the Chinese Wine Industry: The Past, Present, and Future
of Wine in China takes you through the growing Chinese wine scene.
Wine has had a meteoric rise in China over the past two decades. The nation is projected to become the second most valuable market for wine in the world by 2020. One recent study concluded that 96% of young Chinese adults consider wine their alcoholic drink of choice. Not only does Inside the Chinese Wine Industry explore current expansion and business models, it journeys back to the past to see where it all began.
There
are more than seven hundred wineries in China today. Although it’s bit of an
oversimplification, the vast majority of the wineries fit into one of two
categories: the larger established producers who churn out mostly plonk to meet
the growing demand for inexpensive wine and the newer wineries that try to
cater to the tastes of the wealthy Chinese with money to spend on luxury goods
like fine wine. In the words of wine guru Karen MacNeil, author of The Wine Bible, “The cheap wines from
the very large producers have mostly verged on dismal.” However, this should
not be considered a blanket statement regarding every wine from large
producers. Also, she has positive reflections regarding the level of wine
produced by “cutting-edge wineries” which she finds “far better.” How good are
they? MacNeil asserts: “Some of these wines are so good they could easily pass
for a California or Bordeaux wine in a blind tasting.”
About the Author
Loren Mayshark studied Chinese art, religion, philosophy, and history
while earning a B.A. in history from Manhattanville College in New York.
After graduation, he attended The Gotham Writers Workshop and the
prestigious New York Writers Workshop. He has written about the Chinese wine
industry for The Jovial Journey and Sublime China.
After college, he supported his itinerant
lifestyle by working dozens of jobs, including golf caddy, travel writer,
construction worker, fireworks salesman, substitute teacher, and vineyard
laborer. Predominantly his jobs have been in the restaurant industry. He cut
his teeth as a server, maître d’, and bartender at San Francisco’s historic
Fisherman’s Grotto #9, the original restaurant on the Fisherman’s Wharf. While
working with a colorful crew of primarily Mexican and Chinese co-workers.
He spent much of his young adult life exploring the wine industry from Sonoma Valley to
the North Fork of Long Island, immersing himself in vineyards and learning
valuable lessons. He has traveled extensively in South America, Europe, and Asia. He
presently splits his time between Western New York and Sweden.
His first book, Death: An Exploration, won the 2016 Beverly Hills Book Award in the
category of Death and Dying and was a finalist for book of the year in the 2016
Foreword INDIES Awards in the category of Grief/Grieving (Adult Nonfiction). Inside the Chinese Wine
Industry is his third book.
For more information visit his website:
lorenmayshark.com.
Keep up with him on Twitter: @LorenMayshark
Introduction
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F
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ew things signal civilization and
sophistication more than enjoying a fine wine with an excellent meal. It may be
asserted that China is the world’s oldest continuous civilization. One of the
features of its culture is that Chinese cuisine serves up superb meals. Until
recently, however, fine wines have been absent there, at least wine made from
the noble grape.
In many ways, we live in a golden age for wine. The wine
world has many exciting new wrinkles from fancy new mobile applications to
devices that allow us to extract a glass of wine from a bottle and then return
it to the cellar to rest for a couple of years without changing the character
of the wine. With all the current trends and innovations, it is the best time
to enjoy wine. This is certainly a special age, in the words of renowned wine
critic Jancis Robinson: “The irony is that just as the difference in price
between the best and worst wines is greater than it has ever been, the
difference in quality is narrower than ever before.”[1]
Perhaps one of the most pervasive reasons for this truism, which Robinson so
eloquently captured, is the globalization of the wine industry. One cannot
fully understand the global wine industry of today without developing a deeper
understanding of its largest and fastest growing player: China.
Though starting relatively late historically with grape wine
production and consumption, China has been catching up quickly. China’s role in
the global wine industry continues to grow at an astonishing pace. Wine consumption
in China doubled between 2008 and 2013 when China became the fifth largest
consumer of wine in the world. At the end of 2013, China became the world’s
largest market for red wine, and China is projected to become the second most
valuable market for wine in the world by 2020 (behind the U.S.), which will
have a profound impact on various aspects of the global wine industry.[2]
These are significant statistics for anyone who has a serious interest in the
global wine industry.
To feed the rapidly rising consumption, the domestic
production in China has also increased at an amazing rate. China now has more
than seven hundred vineyards, compared to 240 in 1995.[3]
As of 2018, China is projected to have the second largest area of wine grapes
planted in the world and to be the seventh largest producer of wine.[4]
While wine has deep roots in Western culture, China has a
rich history of wine production which dates back to millennia before Christ.
However, it must be stressed that this tradition is almost exclusively rice
wine. The production and mass consumption of grape wine is a recent phenomenon
in China. A 2015 poll found that 96 percent of young adults in China select
wine as their favored alcoholic beverage.[5]
This book examines the development of the Chinese wine industry in a historical
context and explains how the Chinese grape wine industry has exploded in the
last two decades. We will explore the fascination with European Grapes in China
and the explosion of the import and consumption of Vitis vinifera (the most important wine-grape species in the world)
in China and the historical precedent for that. We will attempt to answer
burning questions such as: What changed to make China wine-crazy? How can a
tourist enjoy unique wine experiences in China? Why is mass wine production and
consumption a modern phenomenon? Why are there not a lot of Chinese wines
exported to the United States and Europe?
Thank you for hosting my book on your blog. Wishing you a great week ahead!
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