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China’s On-Trade Wine Crisis

China’s On-Trade Wine Crisis

Wine in 30 Minutes/ India, Malaysia, and Taiwan Wine Market Snapshot/ Global Wine Consumption Hits Historic Low

Natalie Wang
April 23, 2025

Welcome to this week’s Vino Joy News roundup, where we unpack the forces reshaping Asia’s wine landscape—from the restaurant table to the boardroom:

First, we dive into China’s on-trade wine crisis, exploring why diners are skipping wine lists in favor of BYOB and delivery - and even ordering wine delivery to “buy outside, drink inside”, and what restaurants must do to win them back. Then, columnist Andrew Sun takes us inside the colorful collision between Western wine-pairing dogma and Chinese banquet culture—why your favorite somm rules simply don’t apply here.

Next, we turn our lens to three fast-growing markets—India, Malaysia, and Taiwan—with fresh 2024 import figures that reveal both common threads and unique opportunities. We follow that with the OIV’s grim finding that global wine consumption has fallen to a historic low—and unpack how the two biggest wine markets in Asia are faring in this broader downturn.

On the business front, we examine Vats Liquor’s dramatic 81% profit plunge, a stark signal of shifting corporate and consumer spending in China.

Finally, we close with Suntory’s CEO warning that President Trump’s looming tariffs are killing investor appetite for U.S. ventures, even as the global economy learns to “carry on without the world’s biggest market.”

To help you navigate these changing dynamics, we’ve just released our most comprehensive resource yet: China’s Top 100 Wine Importers—a 237-page report detailing the key players and regional market trends shaping the future of wine in China.

Stay on top of Asia’s fast-moving wine industry with our exclusive stories, and don’t forget to subscribe for premium insights and content.

Wine in 30 Minutes: How Instant Retail Is Reshaping Wine Sales in China

China’s next big wine opportunity may not be found in luxury hotels or fine dining restaurants, but in the scroll of a hungry, wine-curious consumer’s smartphone through instant retail.

Inside China’s On-Trade Wine Crisis: Why Restaurants Are Losing Wine Sales

More consumers are sidelining wine lists, and opting for BYOB and wine delivery to "buy outside and drink inside." What can the industry do to recapture wine drinkers to grow on-trade wine sales?

Why Chinese Food Doesn’t Care About Your Wine Rules

Western wine culture thrives on rules—what glass to use, what temperature to serve at, and of course, what food to pair with what wine. But Chinese cuisine never signed up for that playbook, writes our columnist Andrew Sun.

India, Malaysia, and Taiwan: 2024 Wine Market Snapshot

Here's the wine market landscape of India, Taiwan and Malaysia with latest imports data of 2024.

OIV: Global Wine Consumption Hits Historic Low — How Is Asia Faring?

In Asia, China and Japan remained among the world’s top 20 wine-consuming countries. However, China posted the steepest decline, with consumption dropping by 19%.

Vats Liquor, China’s Top Distributor, Sees 81% Profit Plunge in 2024

Vats Liquor clearly pointed out a structural shift in China: corporate spending on alcohol is softening and individual consumers and online channels are stepping into the breach.

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.

Suntory CEO: Trump Tariffs Are Killing Investor Appetite for the US

Global markets can carry on without the US, Suntory Holdings Ltd. Chairman and CEO warned in a Bloomberg TV interview, saying President Donald Trump’s threatened tariffs are killing investor appetite for U.S. ventures.

Russian Wine Exports to China Triple as Sparkling Sales Take Off

Russian wine shipments to China surged dramatically at the start of 2025, driven by a newfound thirst for sparkling wine and a boost from Chinese social media influencers.