There are reasons to feel cautiously optimistic about the China wine market again. Following last year’s encouraging import figures, the momentum has continued into the first two months of this year, according to the latest customs data we’ve obtained. This suggests that depletion levels are healthy—and China might just be back in business. A recovering China couldn’t come at a more relevant time for EU producers, who are facing new tariff threats from the Trump administration.

The future of wine growth, however, as we argue is expected to come not from Shanghai, Beijing, or Shenzhen—but from smaller, less saturated cities. Here’s why that matters.

One of the biggest trends driving the market right now is the rise of white wine. Industry leaders from Metro, Wines of Germany, New Zealand Winegrowers, Henkell Freixenet Group, and major e-commerce platforms explain why white wine is emerging as China’s next big thing, with market share projected to hit 40% within five years. But with growing popularity comes growing risk—Shanghai authorities recently cracked down on a counterfeit white wine ring.

In company news, EMW has named the former China head of Gérard Bertrand as its new CEO, while one of the country’s top Argentine wine importers has quietly shuttered operations.

And the rivalry between Wine Paris and ProWein continues to spark debate. Having attended both, we can say this—don’t write off ProWein just yet. Here’s what producers and wine buyers are really saying.

Meanwhile, Japan’s wine imports data of 2024 is out, and Thailand is taking another step in opening up its drinks market.

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Why China’s Smaller Cities Are the Future of Wine

First-tier cities in China, once the engines of consumer growth, are now being hit hardest by the economic downturn. As a result, it’s the smaller second- and third-tier cities that now hold the key to the future of wine sales in China.

China’s White Wine Boom: Who Will Come Out on Top?

China Wine Imports Show Signs of Sustained Recovery

China’s Leading Argentine Wine Importer Closes Operation

Shanghai Police Bust White Wine Counterfeit Ring Amid Rising Demand

EMW Appoints Gérard Bertrand China Head as New CEO

EMW Fine Wines (EMW), one of China’s top wine importers, today announced that its Board of Directors has appointed Oscar Nagore, as Chief Executive Officer, effective in April.

Is Wine Paris the Death of ProWein?

ProWein opened this year with a heavy chip on its shoulder, and Trump’s untimely tariff threat on EU wines only heightened the tension. Competition with Wine Paris is fierce, but our interviews with producers and buyers revealed that the trade fair performed much better than expected.

Japan’s Wine Imports Steady in 2024, but Value Slips on Weaker Yen, Champagne Decline

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Breaking: China Allegedly Suspended Cognac in Duty-Free Chanel

China Raises Tariffs on Vermouth, Brandy, and Whisky

Stay updated with the latest in China’s wine world with our comprehensive coverage at Vino Joy New