Attracting the new generation of consumers to drink wine is the task wine industry practitioners should concentrate on.
[LI Demei] We still don’t know for certain whether China has another Cabernet Sauvignon sweet point, but one thing we do know is that not every region planting this grape is a perfect fit.
As a winemaker, I found that the younger generation of Chinese winemakers rarely work in wine estates, whether they were trained abroad or at the domestic universities and colleges.
[LI Demei] Even now many luxury restaurants and imported wine stores are still shivering in the freezing-cold winter, waiting for the sunshine to come back again.
[LI Demei] In the 2014 harvest, we can expect the yield to be similar to normal vintages, and the quality to be slightly better than the average level.
For a Chinese person who has been brought up firmly believes in science, the many thoughts of biodynamic viticulture which can’t be fully explained by science may seem non-scientific or even ‘wrong’.
[LI Demei] California is the field of dreams in the New World, and the accident of entering into a vineyard in north California was the catalyst that drove me into the wine industry.
Wine tourism can certainly raise brand awareness; and face-to-face communication is far more intimate and effective than orthodox commercials.
Whilst the production and sales of wine and Chinese spirit (baijiu) in China have declined since 2012, fruit wine and medicated liquor has managed to maintain a stable rate of growth.
I have long heard about these trials run by Margaux, and have always been very curious about the outcome. These experiments reminded me of a debate in the wine industry about whether to stick to tradition or to strive for innovation.