Driven by the rise of wine as a symbol of refinement, China is seeing the emergence of bold educational innovations. The creation of a WeChat mini-program would transform learning about wine into an immersive and fun experience, combining tradition, modernity and sustainable commitment to appeal to younger generations.
China’s wine culture has undergone a dramatic transformation over the past two decades. Once seen as a niche product, wine has now become an integral part of the Chinese way of life, particularly among the urban middle classes and younger generations. This shift is due to a combination of factors, among which rising disposable incomes, increased exposure to Western culture, and a growing desire for refinement feature prominently.
However, the dynamism of the Chinese wine market is not always reflected in its relations with the French wine industry. Chinese investments in Bordeaux vineyards, which marked a decade of spectacular expansion, are now experiencing a clear slowdown. At the same time, as reports le Figaroeducational initiatives and more reasoned consumption are opening up new perspectives, particularly with the emergence of a generation of consumers more interested in quality and organic wines.
The wine market in China has seen significant expansion, with wine transforming into a symbol of social status and appreciation of the pleasures of life. According to a Statista reportChina is today one of the largest consumers of wine in the world. A growing portion of the population is beginning to explore wine as their beverage of choice, not only for its quality, but also for the experiences it provides.
A wine education
Chinese consumers, particularly millennials, are showing a strong interest in wine education, wanting to learn more about different wine regions, grape varieties and tasting techniques. The Wine and Spirit Education Trust (WSET) reports a significant increase in Chinese student enrollment, reflecting a broader trend toward wine education.
To lead our study on the adaptation of education online to wine on the Chinese market, we have mobilized two main tools: the Delphi method and ethnography. The Delphi method, which consists of questioning a panel of experts several times until reaching a consensus, made it possible to gather informed opinions on the needs and preferences of Chinese consumers when it comes to wine. This process provided an in-depth view of cultural expectations and specific challenges encountered in wine education.
At the same time, ethnography has played a crucial role in providing insights detailed information on the behaviors and attitudes of Chinese consumers towards wine. By directly observing consumers’ interactions with wine products, researchers were able to understand the cultural and social influences that shape their preferences. This immersive approach has revealed significant aspects of the wine experience in China, often neglected by quantitative methods alone.
Wine tourism and digital platforms
Wine tourism plays an increasingly important role in wine appreciation in China. Many consumers seek to visit wineries to learn about the winemaking process and immerse themselves in wine culture. Wine tasting events and vineyard tours offer immersive experiences enriching the understanding and appreciation of wine.
At the same time, the digital age has revolutionized the way Chinese people access wine education. E-commerce platforms and social media have made wine easier to access for a wide audience. Virtual wine tastings and virtual vineyard tours, popularized during the Covid-19 pandemicallowed consumers to discover wines from home. These platforms provide a valuable opportunity for wine education, allowing for more dynamic and personalized interaction with educational content.
In the field of introduction to oenology, we are observing a significant evolution of learning platforms. Recent years have seen the emergence of MOOCs specialized in viticulture and oenology, offering increased flexibility for learners. At the same time, specialized platforms, such as Wine Campuses, have developed, offering specific and in-depth training. The integration of innovative technologies, such as “digital mas” for practical work, demonstrates a desire to enrich the learning experience. Oenology certifications have also adapted to the needs of professionals, with discontinuous formats in order to reconcile training and professional activity. The diversification of content, covering all aspects of oenology, from vine biology to wine tasting, reflects a more holistic approach to training. Finally, the growing collaboration between academic institutions and the professional sector, illustrated by the partnerships of the UMR Oenology (Bordeaux) with various private companies, underlines the importance given to the alignment of training with needs of the modern wine industry.
A still incomplete lexicon
Despite the impressive growth of the wine market in China, several challenges remain. One of the main obstacles is the lack of a standardized wine lexicon in Chinese, making it difficult for consumers to understand the different categories of wine. Initiatives are underway to develop a vocabulary adapted to Chinese cultural and linguistic specificities, thus facilitating appreciation of the nuances of wines.
Additionally, although China’s wine market is growing, it is still relatively young. Many consumers lack in-depth knowledge about wine, which can limit their ability to make informed choices. However, this situation represents a opportunity for educational efforts and commitments aimed at promoting a better understanding of wine among novices.
An educational revolution for wine in China
Faced with the boom in wine production and consumption in China, education is becoming a central lever to support this cultural transformation. Adapting sensory standards, such as those of the WSET, to local specificities, offers an opportunity to better connect Chinese consumers to the richness of wine. By incorporating descriptors inspired by local aromas, fruits, flowers or flavors, these educational frameworks can better resonate with cultural sensitivities, making learning about wine more accessible and engaging.
Furthermore, technological innovation opens new ways to democratize this education. The creation of a mini-program on WeChat, inspired by interactive models, would combine playfulness and immersive learning. A project is under development, combining metaverse and gamification. It has the potential to reach a wide audience in China, while reducing environmental impact through digital approaches. By offering attractive rewards – from gourmet evenings to wine tourism weekends – it could also stimulate lasting engagement with wine culture.
While technical and economic challenges remain, opportunities to partner with leaders demonstrate growing interest in this innovative idea. By exploring these new educational and technological frontiers, wine could become a cultural bridge between tradition and modernity in China, while strengthening its appeal to younger generations, now focused on sustainability and innovation.
Jean-Eric PeletAssociate professor, EBS Paris
This article is republished from The Conversation under Creative Commons license. Read theoriginal article.