The latest data from Chinese Customs offers a fresh perspective on where imported wine is flowing across China in 2024.
While previous reports have focused on the top wine-exporting countries to China, this year’s figures allow us to drill down into the provincial destinations for these wines. A clear picture emerges of how different regions are embracing imported wines, driven by economic factors, regional tastes, and a few key market shifts.
Key Insights: Leading Import Destinations in 2024
Out of China's 31 provincial-level regions, 29 have imported bottled wine (≤2L containers) in 2024, with Ningxia and Qinghai as the only exceptions. The dominant regions for imported wine remain coastal economic powerhouses, with Shanghai, Guangdong, Zhejiang, and Fujian emerging as the top destinations. These four provinces stand out not only as key entry points for international wines but also as hubs for wine consumption, reflecting both their economic strength and long-standing wine cultures.
The Role of Australia’s Comeback
A major trend influencing imports this year is Australia’s resurgence in the Chinese market. Following the lifting of tariffs, Australian wine shipments have surged, with these four coastal provinces seeing explosive growth in Australian imports. In particular:
- Shanghai, despite being home to Penfolds’ importer TWE (Shanghai) Trading Co., Ltd., did not see Australian wine surpass French wine imports. This highlights the continued strength of Bordeaux, Burgundy, and Champagne in Shanghai’s wine scene, which remains the country's most cosmopolitan city.
- In Guangdong and Fujian, however, Australian wine surged in popularity, overtaking all other countries in terms of import value. This shift reflects the increasing demand for premium Australian wines, particularly in Guangdong, a major entry point for imported goods. The rapid rise of parallel-imported Penfolds wines also likely contributed to these numbers.
Wine Price Trends in Different Regions
While Shanghai leads the charge in wine volume, it also stands out for its premium wine imports. Among the city’s top five wine sources, all except Chile saw an average price per liter exceeding USD 10. This suggests that Shanghai’s wine market tends to favor higher-end wines, reinforcing the city's position as the gateway for luxury wine.
In contrast, regions like Guangdong, Zhejiang, and Fujian show a different pattern: only Australian wines exceeded the USD 10 price per liter threshold. This signals a shift in wine pricing across the provinces, with premium wines flowing primarily through Shanghai, while more affordable wines have found favor in other regions.
Shanghai Dominates Sparkling Wine Imports
When it comes to sparkling wine, Shanghai remains the undisputed leader, accounting for an impressive 59.19% of China’s total sparkling wine imports in 2024, valued at RMB 67.23 million. For nearly a decade, Shanghai’s sophisticated drinkers have embraced Champagne and Prosecco, particularly in luxury hotels and bars, cementing the city’s status as the sparkling wine capital of China.
However, a deeper look at the numbers reveals an interesting shift:
- Italy has now become the top supplier of sparkling wine to Shanghai by volume, with a notable increase in Prosecco imports. This is a significant shift, as French Champagne, while still the top supplier by value, saw a 30% drop in value, far outpacing the 4.47% volume decline. This suggests that the market is moving toward more affordable sparkling wines as corporate spending slows and nightclubs and luxury venues opt for Prosecco over high-end Champagne.
- French Champagne’s dominance, while still strong, is clearly weakening, with more entry-level options entering the market, possibly in response to changing consumer spending habits.
Shandong: The Bulk Wine King
A completely different story unfolds in Shandong, which has become the king of bulk wine imports. Shandong accounted for an overwhelming 71% of China’s total bulk wine imports in 2024, valued at USD 80.77 million. For years, Yantai, a city in Shandong, has been the major entry point for bulk wine into China, where wines are bottled locally and sold at very competitive prices—some even retailing for just a few RMB per bottle.
However, this segment has faced criticism, particularly for the misleading marketing of low-cost bulk wines under the "imported wine" label. This has led to growing concerns about authenticity and the long-term reputation of bulk wine imports.
In terms of market distribution, Hebei, once a major bulk wine hub, has seen its influence wane in recent years. This decline can be attributed to a 2010 scandal, when state broadcaster CCTV exposed counterfeit wine operations in the region, tarnishing its reputation. Since then, Hebei’s bulk wine imports have shrunk considerably, with Shandong solidifying its position as the dominant force in bulk wine imports.
Source: Vino-Joy