Christopher Findlay, Roger Farrell, Chunlai Chen and Dewen Wang Wine consumption, production and trade in the East Asian markets of China, Japan, and the rest of Northeast and Southeast Asia are the focus of this chapter.1 The region as a whole is a large consumer of grapewine in aggregate if not per capita, and now takes 4 per cent of total world consumption. The main drivers of changes in the regional aggregates are events in China and Japan. China has by far the largest winemaking sector in the region even though its markets are still at an early stage of development. Immediate challenges relate to quality control and the impacts of WTO accession. China is close to self-sufficient in wine, but has the scope for a substantial two-way trade in wine products. The Japanese market is at a later stage of development, although still with a relatively low consumption level per capita (3 litres p.a.). Japan imports most of its wine, but also appears to produce a large volume of wine ‘made in Japan’. As in China and other Northeast Asian countries, this is the result of labelling laws that allow the blending of imported bulk (or semi-processed) wine with a small percentage of wine produced from domestically grown grapes. These and related topics are examined in more detail in this chapter. The first section provides an overview of recent events in the region, while the following sections examine developments in the two key markets of China and Japan in...
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