The wine industry is stepping up efforts to boost exports to China by offering to teach Chinese consumers more about New Zealand wine.
In conjunction with New Zealand Trade and Enterprise, the Winegrowers' Association launched the Wine Intermediate Certificate in Shanghai last week.
Exports to China have surged in the last eight years, from $2 million in 2007, to $27 million this year.
But that's still small beer given total wine export sales of $1.4 billion.
New Zealand Winegrowers global marketing director Chris Yorke said the programme was specially tailored to consumers to help raise their awareness.
Mr Yorke said the Chinese liked full-bodied reds, but he hoped the programme would also lift their appreciation of pinot noir and white wines.
"So partly it's taking them something they know, so our red wines - and obviously our red wines are different to other markets'," Mr Yorke said.
"It's really interesting to see how quickly the taste profile changes in China. Sauvignon Blanc now is already growing quite strongly, particularly in the coastal regions, where it suits the fish cuisine," he said.
Wine bottles Photo: Holger Detje
