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142 WINES&VINES January 2016 MARKETING 142 WINES&VINES January 2016 Many wineries marketing to the Chinese people have their approach backwards, according to Cohen. They should not go to sommeliers and connoisseurs, but engage with regular Chinese wine drinkers. As part of the Ehrenberg-Bass study, the researchers also inter- cepted Chinese tourists visiting Australia, finding them at winery tasting rooms and a seafood mar- ket in downtown Sydney. They introduced the tourists to Austra- lian wine and later tracked their behavior back in China. The follow-up showed that these Chinese tourists maintained a higher image of Australian wine for 3.5 months and retained a higher probability of purchase for 10 months. Another way to engage Chi- nese visitors to Australia was a program of wine education and engagement for Chinese college students. After tasting classes, the researchers found that the students showed more interest in Australian wine via several metrics. Cohen concluded by saying that mental and physical avail- ability are the core levers of a successful China strategy. The mental availability comes from making the brand easy to think of. The physical availability is best pursued in the off-premise channel. Bauer Associates, Inc. Geotechnical Engineers and Geologists Providing Geotechnical Engineering Services for Wineries, Commercial and Residential Projects Bryce@bauergeotech.com • 707-887-2505 Bryce Bauer • DRY ICE • BARREL DRY ICE BLASTING • INDUSTRIAL & BULK GASES • SAFETY PRODUCTS • SULFUR DIOXIDE & 6% SOLUTION • WINERY EQUIPMENT P.O. BOX 2516 Napa, CA 94558 Phone: (707) 258-0885 5200 COMMERCE BLVD. ROHNERT PARK, CA 94928 Phone: (707) 584-0111 1549 N. BROADWAY STOCKTON, CA 95205 Phone: (209) 462-3086 WWW.COMPLETEWELDERSSUPPLY.COM Complete_Welders_Dir10 11/25/09 1:29 PM Page 1 When you need regulatory guidance or licensing assistance anywhere in the USA 800-400-1353 www.csa-compliance.com COMPLIANCE SERVICE of AMERICA Trust the experts HONG KONG'S WINE-TRADING STATUS EXTENDED H ong Kong's financial secretary used the opening of the Hong Kong International Wine & Spirits Fair in November to an- nounce a move that eases the importation of wine into mainland China. John Tsang, financial secretary for the Government of the Hong Kong Special Administrative Region, said the immediate customs clearance arrangement for wines imported to the mainland via Hong Kong is now extended to all customs districts in Beijing, Tianjin, Shanghai, Guangzhou and Shenzhen. This means that wines from all over the world would be entitled to immediate clear- ance by mainland customs when shipped by qualified Hong Kong wine merchants to customs districts covered by the arrange- ment. Another Hong Kong official, Benjamin Chau, deputy executive director of the Hong Kong Trade Development Council, noted, "Ever since the Hong Kong SAR Government removed wine duties and instituted special clearance measures under the Closer Economic Partnership Arrangement in 2008, Hong Kong has developed into a wine trading and distribution center for the region and the import gateway of wines into the main- land in particular." Now that this facilitation measure designed specifically for Hong Kong is extended to districts on the mainland, Chau said, "More wine merchants from around the world will forge into the North China market through Hong Kong, further consolidating Hong Kong's position as a wine-trading hub." Chau GET IMMEDIATE ONLINE ACCESS. THE 2016 WINES & VINES DIRECTORY/ BUYER'S GUIDE. winesandvines.com/order