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International Journal of Wine Marketing
Emerald Article: Wine Purchasing in Singapore: A Supermarket Observation Approach Ian Handley, Lawrence Lockshin

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To cite this document: Ian Handley, Lawrence Lockshin, (1997),"Wine Purchasing in Singapore: A Supermarket Observation Approach", International Journal of Wine Marketing, Vol. 9 Iss: 2 pp. 70 - 82 Permanent link to this document: http://dx.doi.org/10.1108/eb008671 Downloaded on: 26-12-2012 Citations: This document has been cited by 2 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 234 times since 2008. *

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Ian Handley, Lawrence Lockshin, (1997),"Wine Purchasing in Singapore: A Supermarket Observation Approach", International Journal of Wine Marketing, Vol. 9 Iss: 2 pp. 70 - 82 http://dx.doi.org/10.1108/eb008671 Ian Handley, Lawrence Lockshin, (1997),"Wine Purchasing in Singapore: A Supermarket Observation Approach", International Journal of Wine Marketing, Vol. 9 Iss: 2 pp. 70 - 82 http://dx.doi.org/10.1108/eb008671 Ian Handley, Lawrence Lockshin, (1997),"Wine Purchasing in Singapore: A Supermarket Observation Approach", International Journal of Wine Marketing, Vol. 9 Iss: 2 pp. 70 - 82 http://dx.doi.org/10.1108/eb008671

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Wine Purchasing in Singapore: A Supermarket Observation Approach 70

Wine Purchasing in Singapore: A Supermarket Observation Approach Ian Handley and Lawrence Lockshin, Department of Agricultural Business, University of Adelaide. Introduction In recent times Asian markets have been noted for the strength of brown spirits, such as cognac and whisky, (Robinson 1996, van Westering 1994), but this period of market domination appears to coming under threat from table wines. Already at the super-premium end, the world market prices for classified growths have risen over 30% in the past year, not only due to their exclusivity but also the introduction of Asian collectors who demand that they drink only the best available. (Kubota-Cordery and Walker 1997, Robinson 1997, Tyson 1997). Recent articles have exclaimed the great boom in wine consumption in the Pacific Rim (cf. Balfour 1992; The Economist 1997; Elegant 1996). However, much of the success in wine sales has been attributed to wealthy Asians purchasing the world's best wines (Combe 1997; Webster 1997). While the luxury segment ofthe wine market may be attracting the headlines, the place for wine in Asian cultures will be determined by its acceptance amongst mainstream consumers. Increases in the volume of wine exports from New World wine producing countries like Australia and the US will come only with a wider acceptance ofwine as a beverage. This includes wine moving out of exclusive shops into mainstream shopping channels. Singapore is a good market to examine the changing consumer preferences for wine in the Pacific Rim. Sales of...
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