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From Tokyo to Mumbai: How Asia’s 3.27 Billion Consumers Are Choosing Wines in 2025?

Top-selling wines on Tmall/ Middle East tension is spilling over Asia/ Yann Durieux interview

Author

Natalie Wang
March 23, 2026

China’s biggest drinks fair kicks off this week in Chengdu, and our reporter on the ground will be bringing you the latest trends, insights and behind-the-scenes developments as they unfold, so stay tuned.

Shipping European wine to Asia is also becoming slower and more expensive as tensions in the Middle East continue to disrupt key routes. We’ve spoken with leading logistics players to unpack what’s really happening and what it means for the trade.

With our latest data release covering wine imports across Mainland China, Hong Kong, Taiwan, Japan, South Korea, Thailand, Malaysia, India and the Philippines, we’re now turning to a deeper question: where is the money going, and which markets are gaining influence?

We’ve also analysed top-selling wines on Tmall and Taobao to reveal what consumers are actually buying beyond the headlines.

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

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War Jitters Hit Wine Trade: Europe-to-Asia Shipments Slow, Costs Creep Up

Escalating tensions in the Middle East are disrupting shipping routes between Europe and Asia, lengthening transit times for wine shipments and pushing up freight costs, according to logistics providers and industry participants.

From Tokyo to Mumbai: How Asia’s 3.27 Billion Consumers Are Choosing Wines in 2025?

As countries and regions gradually release their 2025 trade data, Vino Joy News has compiled wine import figures for nine Asian economies—Mainland China, Hong Kong, Taiwan, Japan, South Korea, Thailand, Malaysia, India and the Philippines—based on statistics published by their respective authorities.

What Are The Top-selling Wines on Tmall?

China’s most popular wine list on Tmall is showing a split personality. On one end: dirt-cheap, sugary, TikTok-friendly local bottles flying off the virtual shelves. On the other: premium heavyweights like Penfolds refusing to budge from their throne.

Asti Sales to China Rise 33% As Moscato Sweet Sparkling Gains Momentum

Exports of wines from Italy’s Asti region to China rose 33.33% in 2025, highlighting the continued resilience of sweet sparkling wines in the Chinese market and pointing to new opportunities for premium sweet wines.

Yann Durieux: The Man Trying to Make Burgundy Move

A self-described “UFO”, Yann Durieux is reimagining Burgundy from how wine is made to where its future terroirs may lie.

China’s Penglai Wine Region Ramps Up Exports With Triple-digit Growth

China’s Penglai wine region in Shandong province is stepping up its push into overseas markets, with exports growing rapidly in recent years as domestic wine consumption remains under pressure.

Meet Jack Zhang: The Man Starting All Over in China’s Wine Slump

From riding Australia’s export boom to rebuilding in a fragile domestic market, one entrepreneur bets on a leaner, more realistic future.

Japanese Alcohol Shipments Denied Entry To China Surge As Tensions Rise

Shipments of Japanese alcoholic beverages denied entry into China surged sharply in January, according to Chinese customs data, as political tensions between the two countries intensify.

Karnataka’s Overhaul of Alcohol Taxes Could Lower Beer And Wine Prices

India’s southern state of Karnataka will introduce a new alcohol tax system based on Alcohol-in-Beverage (AIB) from April, a reform that could lower prices for beer and wine while potentially increasing taxes on stronger spirits.


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.

China’s Eternal Asia Swings to First-ever Loss As Baijiu Bets Unravel

Shenzhen Eternal Asia Supply Chain Management Ltd., once hailed as China’s first publicly listed supply chain company, expects to report its first annual loss since listing.

Louis Roederer Leads Global Champagne Ranking For Seventh Year

Champagne house Louis Roederer has once again been named the “World’s Most Admired Champagne Brand” by Drinks International magazine, marking the seventh consecutive year the producer has received the title.


Cognac Shipments Slump 15% As Global Demand Weakens

Cognac had a difficult year in 2025, with both shipment volumes and sales declining sharply as demand weakened across its two core markets – China and the United States.

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