China’s Wine Market in 2025: Emerging Trends, Opportunities
Hello Wine Enthusiasts,
The wine market in China is undergoing rapid change in 2024. From shifting consumer preferences to a renewed focus on e-commerce and sustainability, these transformations present both exciting opportunities and critical challenges. In today’s newsletter, we dive into the key trends reshaping China’s wine landscape and offer insights on what they mean for your business.
1. Affordable Wines on the Rise: A New Wave of Wine Consumers
Young Chinese consumers are increasingly choosing affordable wines, leading to a democratization of wine culture. With brands like Aldi and Saizeriya gaining popularity, this shift signals a move towards greater accessibility—and potential for brands that can meet this demand with high-quality, reasonably priced options.
2. Changyu’s Resilience Amid Market Decline
China’s largest wine producer, Changyu, continues to thrive despite a general decline in wine imports. This growth stems from a strategic focus on local premium brands and innovative sales strategies. For international brands, Changyu’s success highlights the importance of a localized approach and a strong brand presence.
3. Vinitaly China Roadshow is Back: A Boost for Italian Wine
After a pandemic-induced hiatus, the Vinitaly China Roadshow returned in 2023 to key cities like Beijing and Hangzhou, promoting Italian wines and stimulating business exchanges. This relaunch is a reminder that live events and face-to-face interactions remain powerful tools for building international business relationships in the Chinese market.
4. Top Wine Import Regions in China: Shanghai, Guangdong, and Zhejiang
A recent report highlights the top importing regions in China, with Shanghai, Guangdong, and Zhejiang leading the way. These areas show steady demand for imported wines, making them ideal focus points for brands aiming to scale in China.
5. Packaging Innovation to Attract Young Consumers
Creative packaging is proving effective in winning over younger consumers, who are drawn to products that look distinctive and modern. As competition increases, brands have an opportunity to invest in eye-catching designs that enhance their market appeal.
6. Low and Non-Alcoholic Wines Are in Demand
As the wellness movement grows in China, low and non-alcoholic wines are gaining traction, particularly among millennials and Gen Z. This category is ripe for innovation, offering a way to attract health-conscious consumers who want wine without the effects of alcohol.
7. The Return of Australian Wines: A Market Reopening
After a period of strained trade relations, Australia’s wines are finding their way back to Chinese shelves in certain provinces. Though gradual, this re-entry offers a valuable opening for Australian producers, and reflects broader improvements in Sino-Australian trade.
8. The Rise of Organic and Biodynamic Wines
Environmental awareness is fueling demand for organic and biodynamic wines in China. These eco-friendly wines not only address sustainability concerns but also appeal to a more mindful consumer base. Brands that prioritize sustainable practices have a real chance to capture this growing segment.
9. E-commerce and Live-Streaming Are Reshaping Wine Sales
E-commerce is thriving in China, with platforms like Tmall and JD.com making wine more accessible than ever. Coupled with live-streaming and influencer marketing, online sales are transforming the way consumers discover and purchase wine, creating a fast-evolving digital landscape that brands need to embrace.
Want more insights on the future of wine in China?
This was just a taste! For full updates and strategies to keep you ahead of the curve, subscribe to our newsletter and get exclusive access to our market insights.
Let’s raise a glass to the future of wine in China! 🍷
Best regards,
If you have any questions, feel free to contact me!
Jean-Charles Letellier
Founder @ Vinifield
Wines | Champagne | Spirits
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