The first seven months of 2025 have brought significant turbulence to the Chinese wine market. Import volumes have dropped sharply compared to 2024, while average prices have climbed to record levels.
Between January and July 2025, China imported an estimated 154 million liters of wine (–33% year-on-year), with the average price rising by 38% to $7.6/L. Importers are dealing with three converging pressures: high inventories carried over from last year, muted consumer demand, and rising production and shipping costs.
The Chinese Wine Scene
China’s wine imports continued to drop in 2025, while prices increased. Despite this trend, China remains one of the largest wine importers in the world, both by value and volume.
Chinese wine consumption beliefs and practices have been considerably influenced by global tendencies. Once a trend, drinking on occasions morphed into an upgraded concept of gift-giving and personal tasting as Chinese wine enthusiasts moved towards a luxury-oriented life.
As the wine production in China is insufficient, and the preference remains with imported wine, Chinese wine importers have the opportunity to seek to extend their higher-value alcoholic drinks and to cooperate with quality, foreign brands, and suppliers.
Based on the brand, label, and bottle shape, the best-known varieties of wine for Chinese consumers are Cabernet Sauvignon, Pinot Noir, Merlot, Syrah, and Chardonnay. Fruity wines, aromatic white wines, and sparkling wines show big growth potential.
Bottled Wine: Market Polarization Deepens
Bottled wine (≤2L) continues to represent the largest share of imports, but volumes are falling across most suppliers.
- Australia has regained the top position, supported by premium offerings. Imports are down only modestly compared to competitors, as average prices remain high at over $17/L.
- France has suffered one of the steepest declines, with volumes shrinking by almost half. While higher-end French wines still find a market, mid-range labels are under pressure.
- Chile remains competitive at the lower end, but importers are offloading stocks at low prices, which limits value growth.
- Italy has shifted toward higher-value exports, with fewer shipments but rising average prices above $8/L.
Trend: The mid-market segment is shrinking as consumers either seek affordable entry-level wines or trade up to premium labels for gifting and business occasions.
Sparkling Wines: Affordable Alternatives Drive Growth
The sparkling category has been more resilient, with affordable options compensating for declines in Champagne and Prosecco.
- Champagne has lost momentum in 2025, facing reduced demand in clubs and high-end venues.
- Italian sparkling wines also slowed after a strong start to the year, with shipments concentrated ahead of summer.
- Australia is the standout performer, with volumes up tenfold compared to 2024. Its accessible sparkling wines, often sweeter and delivered quickly, are attracting younger consumers and thriving in retail and e-commerce channels.
Trend: Affordable sparkling wines are reshaping the market, appealing to new demographics and distribution channels.
Bulk Wine: Strategic but Under Pressure
Bulk wine imports have collapsed in 2025, dropping by more than 60% so far. However, they continue to play an important role for Chinese wineries.
- Australia dominates the segment, particularly in white wine, which is used to compensate for local production shortfalls.
- Chile remains a strong competitor but has also reduced shipments significantly.
- European suppliers like France and Spain are targeting a niche, supplying smaller volumes at higher prices aimed at mid- and high-end domestic production.
Trend: Despite the overall decline, bulk wine remains a strategic raw material for the domestic industry.
Buying behaviour according to consumer mindset
Consumption profiles and buying behaviour varies remarkably by age:
- Young “casuals” aged 20-30, experiment with new products on festive and friendly occasions.
- “Health enthusiasts” in their 30-40s, belong to the middle or upper classes and explore variants of wine, especially red, for its medicinal benefits.
- Consumers above 45 years of age are “connoisseurs” and “prestige-seekers” who equate high price with quality. Although traditionalists in their approach, in the modern days, they continue to spend big but explore more often.
Wine Trade Climate
Consumers’ keen appetite to enjoy a broad range of foreign labels of distinct prices and locations have made China the primary target for global wine traders and producers.
Chinese wine importers and distributors have been presented with an immense opportunity for expansion as the new consumer base of younger demographic remain faithful to wines of better status, quality, and flavor. Recent market growth stems from the shift to the openness of trying new varieties, aided by the trend of fast-developing e-commerce that is expected to open up new opportunities in the Chinese sector.
China’s smaller, lesser known regions and cities are witnessing increasing wine consumption as residents adopt urban lifestyles and the bar/restaurant ecosystems are starting to grow. There is also a rising interest in sparkling wines for celebrations and casual consumption.
E-commerce and digital marketing
Like in many other major European and Asian wine markets, online wine sales are surging in China too, with platforms like JD.com and Tmall Global playing a pivotal role in connecting global wineries with Chinese consumers.
To connect customers with importers, wine tasting events, winery tours, and various wine showrooms, and shops are widely spread across the country. Tang Jiu Hui is a favorite and successful wine show, attended by the most extravagant wine operators, such as wholesalers, producers, importers, and distributors.
Digital marketing, including live-streaming wine tastings and influencer collaborations, is becoming integral to wine promotion in China
Pairing wine with Chinese cuisine has also become a trend, with food and wine tasting gatherings held by restaurants and hotels. As a result, public as well as private training institutions began to enrich their wine appreciation courses and develop workforce training programs.
Outlook for 2025
The Chinese wine import market in 2025 is defined by caution and restructuring:
- Volumes are down by one-third, as importers work through old stocks and manage risk.
- Prices are up sharply, reflecting global cost pressures and a shift toward premium wines.
- Market shares are changing: Australia has regained leadership, France is losing ground, while Italy and Chile are adapting their positioning.
- Opportunities remain for producers who can offer flexibility, clear differentiation, and strategies tailored to new consumption channels.
With the key sales period of the Lunar New Year approaching, the remainder of 2025 will show whether cautious buying continues, or if consumer demand stabilizes enough to support a recovery in volumes.
3 WINE IMPORTERS FROM CHINA
Asc Fine Wines
Address: 17f, Bm Intercontinental Business Center, No. 100, Yutong Road, Shanghaishì
Phone: +86 21 6056 1999
Website: www.asc-wines.com
East Meets West Fine Wines
Address: Room 202, Man Po International Business Center, No. 664 Xin Hua Rd, Changning District, Shanghaishì
Phone: +86 400 851 9567
Website: www.emw-wines.com
All In Wine
Address: E33 King’s Garden, 18, Xiao Yun Lu, Chao Yang Qu, Bei Jing Shi, 100125
Phone: +86 186 0119 5682
Website: www.allinwine.com/
Producers interested to contact top Chinese wine importers can find a database that also includes distributors and retailers here.
