China's wine imports continued to weaken during the first quarter of 2026, with both value and volume declining compared to the same period last year.
According to an analysis by the Spanish Interprofessional Wine Organization (OIVE), based on Chinese customs data, the market imported less wine overall, although some premium categories showed greater resilience.
Between January and March 2026, China imported wine worth EUR 285 million, representing a 10.6% decrease compared to the first quarter of 2025. Import volumes also fell by 10.9% to 49.4 million liters. Despite the lower demand, the average import price edged up by 0.4% to EUR 5.77 per liter, suggesting that consumers continue to favor higher-value wines even as overall consumption softens.
Bottled Wine Holds Up Better Than Bulk
The decline was far from uniform across the different wine categories.
Bottled wine—including sparkling wine, still wine in bottles, and bag-in-box formats—performed considerably better than bulk wine. Imports in this segment reached EUR 272.4 million, down 6.6% year-on-year, while volumes slipped 9% to 29.6 million liters. The average price increased by 2.6% to EUR 9.20 per liter, reinforcing the trend toward premium products.
Bulk wine experienced a much sharper contraction. Imports plunged 53.5% in value to EUR 12.7 million, while volumes declined by 13.7% to 19.8 million liters. The average price collapsed by 46.1% to just EUR 0.64 per liter, highlighting significant downward pressure in this lower-value segment.
Sparkling Wine Defies the Trend
Among the major wine categories, sparkling wine was the only one to record growth in import volumes.
China imported 1.47 million liters of sparkling wine during the first quarter, an increase of 3.9% compared to the previous year. However, the value of these imports slipped slightly by 1.3% to EUR 12.78 million, indicating increased competition and pricing pressure.
Still bottled wine in containers smaller than two liters remained the dominant category despite declining demand. Imports generated EUR 257.1 million in value, down 7.1%, while volumes fell 8.5% to 27.85 million liters. The average price remained stable at EUR 9.23 per liter.
Bag-in-box wine presented a mixed picture. Although import volumes dropped dramatically by 58% to just 270,000 liters, the value of shipments increased by 47% to EUR 2.5 million. As a result, the average price climbed to EUR 9.20 per liter, reflecting a shift toward higher-priced products within this niche segment.
A Market That Has Changed Dramatically
The latest figures also illustrate how profoundly China's imported wine market has transformed over the past five years.
In the first quarter of 2021, bottled wine imports totaled EUR 336.1 million and 75.6 million liters. By the first quarter of 2026, volumes had fallen to only 29.6 million liters—less than half of what they were five years earlier.
The data confirms the long-term contraction in Chinese wine consumption, driven by changing consumer habits, slower economic growth, increased competition from domestic wines, and evolving spending patterns.
Australia Remains the Leading Supplier
Australia maintained its position as China's largest wine supplier following the restoration of trade between the two countries.
Australian exports reached EUR 128.5 million during the first quarter of 2026, despite a 10.5% decline in value compared to the previous year. At the same time, shipment volumes increased by 25.9% to 23.1 million liters, demonstrating Australia's continued strength in the market.
France remained the second-largest supplier by value, exporting wine worth EUR 79.3 million—an 8.9% increase year-on-year. However, French shipments declined by 5.2% in volume to 6.8 million liters, indicating continued demand for premium French wines despite lower quantities.
Chile Records the Sharpest Decline Among Major Suppliers
Chile experienced one of the most significant setbacks during the quarter.
Its exports fell by 38.7% in value to EUR 20.4 million, while shipment volumes plunged 54.8% to 8.4 million liters. Although Chile remained the second-largest supplier by volume, the decline reflects weakening competitiveness in the Chinese market.
Italy also recorded lower sales, with exports decreasing 27.5% to EUR 18.1 million.
New Zealand was among the few countries to post positive results, increasing export value by 24.3% to EUR 9.6 million, supported by continued demand for premium white wines.
Spain Continues to Lose Ground
Spain ranked sixth among bottled wine suppliers to China in both value and volume.
Between January and March 2026, Spanish bottled wine exports totaled EUR 7.2 million, representing a 25.8% decline compared to the previous year. Shipment volumes also fell by 21.1% to 1.8 million liters.
Spain's presence in the bulk wine category was even smaller, ranking fifth with exports valued at just EUR 110,000 and volumes of approximately 90,000 liters.
U.S. Exports Also Fall Sharply
The United States also experienced substantial declines in the Chinese market.
American wine exports dropped by 46.8% in value and 45.3% in volume during the first quarter, reflecting ongoing challenges in maintaining market share amid intense international competition.
Overall, Australia's leadership was followed by France, Chile, Italy, New Zealand, Spain, the United States, Germany, and Georgia as China's principal wine suppliers.
Outlook
The first-quarter figures confirm that China's imported wine market remains under pressure. While total imports continue to decline, premium bottled wines—particularly sparkling wine and high-value labels—are proving more resilient than bulk wine.
For international producers, the Chinese market is becoming increasingly selective rather than simply smaller. Success will likely depend on offering premium products, building strong brand recognition, and adapting to the evolving preferences of Chinese consumers, who are placing greater emphasis on quality over quantity.
Source: Vinetur