Beijing: White wine is steadily gaining market share in China, accounting for nearly 30% of the country’s wine consumption as changing consumer preferences, home drinking and new retail channels reshape the market. While traditional red wine consumption continues to face pressure, lighter wine styles, particularly Sauvignon Blanc and Riesling, are attracting growing interest among Chinese consumers.
The shift comes amid challenging market conditions for the global wine industry. Chinese wine producer Zhangyu A reported revenue of 2.25 billion yuan in the first nine months of 2026, up 6.5% year-on-year, while net profit declined 19.3% to 151 million yuan. The results reflect continuing pressure on profitability despite efforts to strengthen retail sales and marketing.
According to Yang Zhengjian, Dean of WBO Wine Business Academy, white wine’s share of China’s wine market has increased significantly over the past decade. The red-to-white wine consumption ratio, previously around 9:1, has shifted to approximately 10:2.5 or 3, taking white wine’s share close to 30%. He also highlighted the growing contribution of white wine to domestic producers, with the category accounting for 62.8% of Dynasty’s revenue in the first half of 2026.
Import trends further indicate rising demand. China imported approximately 160 million litres of wine between January and September 2026, down 5.3% year-on-year, although import value increased 5.6% to around US$1.17 billion. Imports from New Zealand and Germany recorded strong growth in August and September, reflecting increasing interest in international white wine varieties.
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However, growing competition is creating pricing pressure. Importers report increasing availability of similar Riesling and Sauvignon Blanc products, with some wines entering the market at significantly lower prices. Industry representatives believe stronger branding, product differentiation and consumer engagement will be essential to avoid excessive price competition.
The changing market presents an opportunity for domestic and international producers to expand their white wine portfolios. As Chinese consumers increasingly explore lighter wine styles and everyday drinking occasions, white wine is emerging as an important growth segment in an otherwise challenging global wine market.
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