Researchers from Edith Cowan University (ECU) and the University of Western Australia are working together to try to increase opportunities for local producers in the highly lucrative market.

ECU lecturer Nathalie Collins says the research will explore cultural factors limiting the consumption of WA wine in China.

"The Chinese do approach wine quite differently. One of the first things I've noticed is that they take the product and they use it how they want to use it," she said.

"For instance, a lot of Chinese will mix their wine with soft drink and they'll actually drink it as though it's a bourbon or a whisky in a social occasion."