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China’s Liquor Boss Blasts E-commerce Price Wars

China’s Liquor Boss Blasts E-commerce Price Wars

Grace Vineyard's hard pivot to Baijiu/ ASC deepens partnership with DDomaine Clarence Dillon/ White is the new red in China

Natalie Wang
March 31, 2026

We’ve just wrapped up the China Food & Drinks Fair in Chengdu and if there’s one takeaway, it’s this: the industry is shifting faster than many expected.

In a move few would have imagined just a year ago, the country’s first listed boutique winery is pivoting hard into baijiu and beyond, with a target of 80% non-wine sales within three years. What does that mean for one of China’s most recognisable wine names?

Meanwhile, ASC Fine Wines is taking the opposite approach, doubling down on wine by deepening its partnership with Domaine Clarence Dillon. At a New Zealand Winegrowers forum, top buyers from China’s leading e-commerce platforms reveal how its surge is playing out in hard numbers and why consumers are switching. German wine is also a driver of the shift from red to white. It’s banking on easy-drinking, light bodied wines to charge next growth.

But growth is proving harder to capture. Margin pressure is intensifying across the trade, with aggressive e-commerce promotions squeezing profitability. One of China’s most powerful liquor executives has now publicly called out the platforms—warning that “everyone is losing money.”

There’s more beneath the surface. Why is Portuguese wine still struggling to gain traction in China despite its global reputation? Who is the new winemaker shaping the future of Domaine de La Chapelle? And how is Ningxia’s Helan Mountain positioning itself on the global stage at ProWein Düsseldorf?

More developments across China and Asia are unfolding. Stay with us — and subscribe to access our full analysis and exclusive reporting.

China’s Liquor Boss Blasts E-commerce Price Wars: ‘We’re All Losing Money’

One of China’s most powerful drinks billionaires is sounding the alarm — and taking aim at the country’s biggest e-commerce platforms.

Grace Vineyard Pivots Hard to Baijiu After Takeover

Grace Vineyard is now making a sharp turn toward baijiu and beyond, in a sweeping overhaul that could redefine its identity following its ownership change.

ASC Deepens Ties with Domaine Clarence Dillon in China

ASC Fine Wines has renewed and expanded its long-standing partnership with Domaine Clarence Dillon, strengthening its role as the exclusive importer and distributor of the Clarendelle range in China, the companies said.

Leading Chinese Wine Importer Branches into Tea Beverages

EMW has taken on Chengdu brand tazaTe as shifting consumer habits push alcohol importers to broaden beverage portfolios.

Ningxia’s Helan Mountain East Foothills Showcase at ProWein As Exports Surge

As Chinese wine accelerates its push overseas, the Ningxia Helan Mountain East foothills region is stepping up efforts to expand into global markets through international trade fairs.

From Red to White: How New Zealand Sauvignon Blanc Won Over China’s Wine Drinkers

The rise of New Zealand wine stands out all the more in a market that continues to contract. Top buyers from China’s leading e-commerce platforms reveal how its surge is playing out in hard numbers—and why consumers are switching.

“Keep It Light”: German Wine Doubles Down on China’s White Wine Surge

Germany’s wine industry is doubling down on China and betting big on lighter, easy-drinking styles to win over a new generation of consumers.

China Leads Asia As Concha y Toro Posts Modest Growth in 2025

Chilean wine producer Viña Concha y Toro reported modest revenue growth in 2025, with China emerging as one of the few bright spots in Asia as sales declined sharply in Japan and South Korea.

‘A Huge Market But We’re Still Small’: Why Portuguese Wine Is Struggling To Crack China

Portugal’s wines are rich in history and diversity—but in China, they remain largely overlooked. As the market shows signs of recovery, ViniPortugal is doubling down on awareness, betting that value and variety can finally win over a new generation of drinkers.

Domaine de La Chapelle Appoints New Winemaker

Domaine de La Chapelle, a well-known estate in the Hermitage appellation in France’s Rhône Valley, has announced the appointment of Chiara Pepe, winemaker from the renowned Italian winemaking family Emidio Pepe, as Head of Viticulture and Winemaking, effective January 2026.

China’s Top 100 Importers

The 237-page report offers an in-depth analysis of regional dynamics and market opportunities across North China, Northeast China, East China, South Central, Southwest, and Northwest China. It identifies the top 100 wine importers currently operating in mainland China. This regional breakdown provides a clear picture of where market influence is concentrated—and how each part of the country is shaping the growth and transformation of wine consumption in China.

Italy Seizes 2.5 Million Litres of Fake Wine Worth Over €4 Million

Italian authorities have seized about 2.5 million litres of falsely certified wine, valued at more than €4 million (US$4.3 million), in a nationwide crackdown on fraud in the country’s wine sector.