(Reprinted from asia:nz online)
In our recent feature Courting Japan's wine market, we gave you a summary of how New Zealand wine has been selling in Japan. Wine: Marker of Social change - a project, conducted by Tim Beal and Michel Rod of the School of Marketing and International Business at Victoria University Wellington and funded by Asia:NZ’s Big Issues Grant 2007 - has been exploring the background and perceptions in the Japanese market that can lead New Zealand winemakers to a better understanding of their Japanese consumers. Below Tim Beal offers some fascinating findings (including transcriptions of interviews) from fieldwork conducted in Japan in late 2008.
