Section A (81) China’s burgeoning middle class population offers a good opportunity for New Zealand wine exporters, says an Auckland University postgraduate student who has researched the market. (82) Few winemakers have paid attention to China, preferring to focus their export efforts on traditional markets like the UK and the US. But XiePei, who is completing a master of international business degree at the University of Auckland Business School, says there is potential for New Zealand wine to make inroads into the high-price, premium-quality end of the China market. (83) 'The demand for grape wine in China is increasing due to the growing economy and the willingness of Chinese people to embrace Western culture,' she said. 'The Government is also encouraging people to find alternatives to traditional rice wine in an attempt to reduce the amount of rice that is used in alcohol rather than for food. ' (84) Xie’s research found that while Chinese drinkers often choose domestic over imported wine, they show a strong preference for imported wine on special occasions. (85) A wine’s country of origin and 'brand reputation' are ranked first in terms of important characteristics when purchasing imported wine. Taste, surprisingly, ranked last. Last year 83 per cent of New Zealand’s $ 282 million in wine exports went to the UK, the US and Australia. (76)