Exploring the Impacts of AI Technology on Younger Chinese Consumers’ Wine Consumption

Student: Xiaoyu Feng

Faculty Mentor: Kyuho Lee

Business Administration

College of Science, Technology, and Business

In the past, Chinese wine consumption was driven by older generations who viewed wine—especially red Bordeaux—as a symbol of emerging social and economic status (Maguire & Zhang, 2017; Lee et al., 2022). In 2023, French wine accounted for $559 million in exports to China, representing 48% of the imported wine market (Statista, 2024a; 2024b). However, younger generations, such as Millennials and Gen Z, who now represent 74% of the market, are shifting preferences toward diverse varietals like Pinot Noir and wines such as white and sparkling (Statista, 2024c). Raised alongside rapid technological innovations, these younger consumers integrate digital tools and AI into their wine purchasing process more proactively than older generations (Deng et al., 2022). As AI evolves, robot sommeliers may eventually replace humans, offering more precise wine and food pairings and preference predictions (Lu et al., 2024). While wine traditionally functions as a social connector and status symbol, the casual drinking habits of younger consumers reflect new forms of cultural and technological capital. This study explores how AI technologies influence younger Chinese wine consumers by extending Bourdieu’s theory of cultural capital to include “technological capital.” Technological tools give these consumers easier access to wine knowledge and help form online communities around wine (Zhou et al., 2016). Using qualitative methods, this research examines how AI reshapes wine consumption behaviors across different stages of the consumer journey in China’s evolving wine landscape.