London-based private members’ wine club 67 Pall Mall is scheduled to open its first mainland China outpost in December, in Shanghai’s former French Concession. Founder Grant Ashton says the move reflects a global shift away from spirits – which can reach 40 per cent alcohol by volume (ABV) – towards wine, typically 12 to 14 per cent ABV.
“Wine is halfway down to zero,” he says, mapping out the spectrum from spirits to non-alcoholic drinks. “If you’re starting from spirits, wine is your sweet spot. A lot of the younger generation is starting from wine as being their naughty place and going back lower than that.”
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