Protecting Quality of Wine Exports to China: Barriers and Bridges

There is a great potential for wine to deteriorate during shipment and storage of wines being exported from the United States to China. Certification of storage conditions such as that provided by the Hong Kong Quality Assurance Agency (HKQAA) is a key bridge to protecting quality and maintaining value in the auction market there. A literature review and semistructured interviews with winery managers, freight forwarders, transportation experts, and representatives of HKQAA provide qualitative analysis of barriers and bridges to protecting quality. The article presents a strong case for the adoption of storage and transportation standards for wine, such as the Wine Storage Management System implemented by HKQAA. Looking at wine exports through the lens of Total Quality Management provides the basis for recommending formal certification.