Young consumers have high expectations and constantly seek new product experiences.  A new paper reveals their demands and how imported-wine marketers can meet them with innovative promotion tools, such as a multisensory buying experience.

Sensory marketing addresses the senses to influence consumers’ product perception, brand judgment, and buying behavior. It can stimulate purchase decisions and strengthen consumer-brand bonds, because if a brand creates emotional excitement and elicits a strong emotional response, consumers will be more loyal to the brand in the long-term.

When selling beverages, the sensual experience is of utmost importance and intrinsic cues such as smell, flavor and taste are the most significant factors influencing the product choice.

The maturing Chinese wine market is facing many changes and challenges. The demand for high-quality imported wines has been relatively stable and with the upgrading of consumption, customers value quality more and show interest in where the wines come from. At the same time, prices have gone up and new challenges arise, like e.g.

• the question of how to justify increased prices

• the trend of an increasing patriotic desire to purchase domestic products

• young people being less brand-loyal as they are open to new products and constantly seeking new flavors

How can producers of imported wines tackle these challenges and successfully sell wine in China? Read it all in the new paper “Understanding the Power of Sensory Marketing in Wine Culture Promotion: A Case Study on the Globalized Wine Market in China” by Poshan Yu, Melanie Bobik, Yujie Zhou and Heyun Wang.

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