The Chinese could be drinking as many as 50m cases a year by 2017 – and the market is not nearly as daunting as we think.

Speaking at a Decanter seminar entitled ‘How to be successful in China - presenting the facts, exploding the myths, and profiling the new consumer’ at the London International Wine and Spirits Fair yesterday, an expert panel said the current 2.3m-case market is expanding.

There is a possibility the growth could represent a ’speculative spike’ similar to the bubble of 1997, but there are a number of factors driving the market that make it more solid than 10 years ago.
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