Imports of Italian sparkling wine into China soared in June 2025, prompting speculation about whether the spike signals genuine market growth or is merely a temporary response to broader global trade shifts and internal market struggles.
According to Chinese customs data, imports of Italian sparkling wine jumped 57.28% in volume and 71.16% in value year-on-year during the month. For the first half of 2025, total imports reached 1.9 million litres worth USD 7.66 million, up around 9% from the same period in 2024. Notably, this surge came after several months of declining figures and was largely driven by the sharp rebound in June alone.
Lifestyle Shift: A New Generation Embraces Bubbles
Sparkling wine is beginning to claim a stronger place in Chinese wine culture, largely thanks to shifting consumer demographics and preferences. IWSR data from 2024 reveals a 10% increase in sparkling wine consumption, in stark contrast to a 9% drop in still wine volumes.
“Wine used to be dominated by red, mostly consumed by middle-aged businessmen at formal dinners,” explained Nick Ning He, Asia Area Manager at Gruppo Mezzacorona. “Now, sparkling wine drinkers are younger, stylish, and vibrant. You’ll find them in cafés, wine bars—even gyms. They’re focused on enjoying life.”
This lifestyle-oriented drinking culture favors lighter, low-alcohol, and more versatile wines like Prosecco and Moscato. These wines are affordable, accessible, and easily adaptable to a range of casual and social settings.
On-Trade and E-Commerce Channels Power Growth
Another major shift has occurred in the sales channels. Sparkling wines are increasingly consumed in bars and restaurants—often by the glass—making them more approachable for younger or price-sensitive drinkers. According to Francisco Henriques, General Manager of China Wine & Spirits (CWS), this by-the-glass format has fueled demand.
“Consumers today tend to drink less and spend less,” Henriques noted. “That’s why value-for-money sparkling wines, especially from Italy, are seeing real success in the on-trade.”
Sparkling wine has also found a role in China’s growing cocktail culture, particularly in low-ABV cocktails like the Spritz, further strengthening its market presence.
A Bubble in the Making?
Despite these positive signals, some experts warn the import spike could be misleading. Yu Hongjie, founder of Sparkling World, pointed out that import volumes don’t necessarily reflect retail sales. “Importers are scrambling for alternatives—if red wines don’t sell, they move to sparkling. But that doesn’t mean consumers are buying more,” Yu said.
He suggested that June’s import surge might actually outpace end-user demand, potentially leading to overstocking and pricing challenges.
Dumping Concerns Amid Global Trade Tensions
Some insiders suspect the sudden jump in imports may reflect quiet dumping by Italian producers, triggered by global trade tensions. According to one anonymous importer, recent U.S. tariff threats caused American orders to be canceled or redirected to China, especially for premium wines like Prosecco DOCG and Moscato d’Asti.
With strict minimum pricing rules in place, some Italian producers may be undercutting prices unofficially to clear excess stock, inflating the declared customs value and skewing trade data.
Real Growth or Temporary Spike?
While the rising popularity of sparkling wine in China appears to be part of a broader trend, the June import surge may be less about booming demand and more about tactical redirection in a disrupted global trade environment. With the Chinese wine market still in recovery mode and consumer spending cautious, sustained growth remains uncertain.
However, if lifestyle shifts continue, and the on-trade segment strengthens, Italian sparkling wines—especially value-driven offerings—could see a more organic and sustainable rise in the years ahead.
Source: Vino-Joy