China’s corporate dining scene, long synonymous with red wine, is undergoing a subtle but meaningful transformation.
New Zealand white wines — led by Marlborough Sauvignon Blanc — are carving out space at business banquets, networking events, and executive dining tables. This shift reflects not only changing consumer preferences but also deeper cultural and economic dynamics shaping the country’s wine market.
Imports Surge as Others Falter
According to the latest customs data reported by Vino-Joy, imports of New Zealand wine surged in July 2025, rising 136.39% year-on-year by volume to 738,919 litres and 74.28% by value to USD 5.79 million. This remarkable growth stands in stark contrast to falling imports from traditional suppliers: France (-37.26%), Australia (-12.29%), and Chile (-3.73%).
The surge lifted New Zealand from seventh to fifth place among China’s wine importers, trailing only Australia, France, Chile, and Italy. Import growth has been consistent throughout 2024 and into 2025, underlining that this is not a one-off spike but a trend with momentum.
Sauvignon Blanc Finds Its Place in Business Culture
Once seen primarily on e-commerce sites and supermarket shelves, New Zealand Sauvignon Blanc is now entering the corporate dining space. Labels such as Cloudy Bay, Kim Crawford, and Dog Point are increasingly chosen for banquets, team-building activities, and executive gifts.
Vanessa Wu, China representative of New Zealand Winegrowers, noted that corporate dining is shifting away from rigid formality and excessive drinking. “Marlborough Sauvignon Blanc, with its vibrant fruit, crisp acidity, and food-pairing versatility, fits seamlessly into this setting—refined yet approachable,” she said.
Sharon Wang of Kings Wine Cellar added that much of the demand is client-driven, often from executives with overseas exposure who bring Sauvignon Blanc into their professional networks upon returning to China.
Appeal to a New Generation of Leaders
The rise of New Zealand whites aligns with broader cultural trends. Younger executives—many health-conscious, globally educated, and equally split across genders—are reshaping China’s corporate hospitality culture. Instead of heavy reds, companies now seek wines that enhance atmosphere and networking, not weigh down the occasion.
Mei Fang of Champion (Shanghai) Business Co., Ltd. observed: “Acceptance of New Zealand wines is most visible in developed regions like Jiangsu, Zhejiang, Fujian, Guangdong, Shanghai, and Beijing, where younger leadership is more prominent.”
The Power of Brand Recognition
Well-known labels such as Cloudy Bay, Greywacke, Villa Maria, and Babich are thriving in this space, thanks to established brand equity. As Babich’s China sales manager Cai Lei put it: “China’s market is polarised. Recognisable brands have the edge in banquets and gifting, while smaller wineries often struggle for traction.”
Risks of Overheating
Despite the promising growth, industry insiders caution against excessive optimism. For many importers, white wines still account for only a small percentage of banquet sales, and the rapid rise in imports may also reflect oversupply in other markets.
New Zealand producers, facing softened demand in the U.S., U.K., and Australia, have diverted wines to China—sometimes at sharply discounted prices. Bulk wines that usually sell for NZD 4–5 per litre have reportedly been exported for just NZD 1–2. While this boosts import statistics, whether the wines translate into real consumption remains uncertain.
Outlook
With imports rising and cultural acceptance deepening, New Zealand white wines are positioned for continued growth in China’s evolving business dining sector. Yet the long-term trajectory will depend on whether this surge reflects genuine market expansion—or a temporary absorption of global oversupply.
Either way, the arrival of Marlborough Sauvignon Blanc at China’s corporate banquets marks a symbolic shift: a move from tradition-bound, red-focused hospitality toward a lighter, more cosmopolitan wine culture.
Source: Vino-Joy