Felix, mate, I am really not sure I like the tone you decide to bring to a lot of your posts on here...
You are actually telling me in general terms "supermarkets" in China are like boutique wine stores??
I can only assume you mean "westernised" supermarkets in the wealthy neighbourhoods of Shenzhen that you happen to frequent.
Even with much higher wealth than most of China, Shenzhen had 2011 GDP per capita of around US$17K per Wikipedia. I hardly think the average of the 16m people there will be quaffing Greenock Creek... but actually lets consider those GDP per capita numbers a bit further as they are of course skewed by income inequality.
This salary guide suggests in 2012 average wages across public and private corporations in Shenzhen were around RMB4,000 per month. Which is less than $10K aussie per year.
http://www.china-briefing.com/news/2012 ... guide.htmlI think its also fair to say that living expenses in Shenzhen are also much higher than in Tier 2, 3 or 4 cities, no?
As an example, if one wanted to buy a 90sqm flat there with a 70% LTV and a 20-yr loan with a rate of 5.6% ... that would take 75% of your average income away... (Source: Merrill Lynch).
I am certainly not questioning there is a LOT of wealth (lets not always ask where it came from) in China. There are over 150 billionaires (that we know about) and doubtless many more we dont plus all the lower levels of wealth.
However the average consumption of wine is still low.
Every man and his dog has been trying to flog wine to China on that logic (lots of rich people to buy it)... but you can't exactly pretend it is a traditional local drink.
According to US Trade Data that is admittedly from 2010: South China’s per capita wine consumption (1.3 liters per capita) is significantly above the national average (0.8 liter per capita). It has experienced double digit growth, but is still low in absolute terms.
Interestingly, that study also noted that the most popular wine sold in supermarkets was in the US$6-9/range...
By comparison, in traditional wine drinking markets like France it is 44L/per capita, in Italy over 30, in the UK over 20.
Your average consumer in even South China is purchasing barely a single bottle of wine per annum. In France, it is 59 bottles.
So Felix, I am a bit lost now as to what your point was? Because it seemed to be "China is very wealthy and everyone buys lots and lots of wine at the awesome boutique wine store supermarkets, but doesn't buy Greenock Creek" (actually, you said "no one in Asia...." even!!). But I dont think thats really the case...
Perhaps you really mean, among your network of contacts and the relatively extraordinarily well-off neighbourhoods you frequent that this is the case?