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Damien Wilson: "Europe, we've got wine in China all wrong"

Published:  02 January, 2014

A phrase you'll never see in a text-book is that entering the market in China is a license to make money. To outsiders lacking the capacity to think holistically, the act of gaining entry to such an immense market appears like a commercial oasis in a global wine desert. To the producer without knowledge of sound marketing practices in their own market, the prospect of opening up the Chinese market to foreign wine deceives as a simple way to parch Europe's 30-year old, wine lake. Sadly, this appeal of wine China is simply a mirage.

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