Insights into the Changing Wine Market in China


Wednesday, April 13, 2016

9:00 am - 5:30 pm

AGR Hall, Alumni Center, UC Davis

8:30-9:00 am:   Registration AGR Hall                                     

9:00 am:           Opening Remarks

SESSION 1:   Chair: Andrew Waterhouse 

9:10-9:40: The China Wine Market; Yesterday, Today, & Tomorrow

Christopher Beros, China Director, California Wine Institute

9:40-10:40:  How California Wines Can Grow in China

Dr. Justin Cohen, Senior Research Associate, Ehrenberg-Bass Institute for Marketing Science at the University of South Australia

10:40-11:10:     Break AGR Hall & Moss Patio 

11:10-11:40:   Marketing & Branding Strategies for the Wine Market in China

Lefa Teng, Professor, Marketing & Consumer Studies, College of Businsess & Econ., University of Guelph, and Jiangnan University

11:40-12:10:     Growing Domestic Chinese Competitions for Wine Imports

Pascal Durand, University of Burgundy, Professor Emeritus

12:10-12:40:  Experiences of a Small Napa Valley Winery into the China Market Over the Last 10 Years   

Bruce Cakebread, President & Chief Operating Officer, Cakebread Cellars

12:40-1:40:        Lunch             AGR Hall & Moss Patio

SESSION 2:         Chair: Andrew Waterhouse

1:40-2:10:           Myths & Realities: The Rise of the Chinese Consumer

Jim Boyce, Editor, Grape Wall of China

2:10-2:40             DTC China

Adam Ivor, MBA (Wine Business), Winemaker, Co-founder, Dir. of Operations,
Gliding Eagle, Inc.

2:40-3:10             Getting a Grip on the Fragmented Distribution System in China

Michael Parr, Vice President International, Wente Family Estates

3:10-3:40:           Speakers Panel

Moderator: Darrell Corti , Corti Brothers Grocers & Wine Merchants

3:40-3:45:           Concluding remarks, Andrew Waterhouse

4:00-5:30:           Reception                              AGR Hall & Moss Patio