|
|
Dry white wines are expected to lead wine trends in China until 2027. This is the result of the first ProWein International Business Report. For this, the Institute for Wine and Beverage Business at Geisenheim University, led by Professor Simone Loose, surveyed international traders and producers. The opportunities for dry white wines in China are assessed by the participants to be much higher than those for red wines.
For the year 2025, more than half of the respondents expect a significant improvement in the business situation in China. Among traders, 55 percent and among producers, 45 percent expect strong development for white wines. Sparkling wines are also considered promising. Two-thirds of the survey participants see good opportunities for de-alcoholized and low-alcohol wines. In contrast, the assessments for red still wines vary significantly.
Chinese Master of Wine, Xing Wei MW, confirms these developments. Red wine production in China has massively declined over the past ten years – from ten million hectoliters to only 1.2 million hectoliters today. The white wine production in the country is significantly lower and also limited by restricted cultivation areas. Therefore, Chinese producers currently achieve higher prices for white than for red grapes. Some winemakers are therefore trying to produce white wines from red grapes to meet the rising demand.
The most important import countries for white still wines are Australia and France, followed by Chile and Italy. New Zealand and Germany are, however, catching up rapidly. According to the study, it is crucial for further growth to reach new target groups and create additional consumption occasions. Particularly, the younger generation must be specifically addressed.
Digital channels are gaining importance in consumer education and sales. According to the survey, they will be significantly superior to traditional distribution channels such as gastronomy, stationary wine shops, or even classic e-commerce. However, this requires target group-oriented communication that reaches Chinese wine enthusiasts in their cultural narrative. "Simply painting a dragon on the label is not enough," says Xing Wei MW, who has researched which factors determine the wine preferences of Chinese consumers. "The decisive factor in purchasing behavior in China is the wine style – not the price, the country of origin, or the grape variety. Red wine is significantly more attractive than white wine, and white wine is significantly more attractive than sparkling wine. For the Chinese consumer, wine is still red."
(al / Sources: ProWein Hongkong.com; harpers.co.uk)
More on the topic:
EU wine exports to China are sharply declining