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How one importer turned Burgundy into a livestreaming star on social media

How one importer turned Burgundy into a livestreaming star on social media

Alcohol Prices Fall 2%/ HK Busts HK$140M Smuggling Haul to Korea/ Best Sommelier in Asia Pacific

Natalie Wang
September 22, 2025

It’s easy to get caught up in gloomy headlines, and yes, the market is tough—but there are still companies finding ways to grow and capture new opportunities.

Last week, we spoke with David from Wine App. This week, we spotlight an outlier in China’s livestreaming scene: Guangzhou Bacchus Fuzhuang Trading Co. While Douyin is best known for bargain deals, this company has broken the mold by bringing premium Burgundy to the platform. Its chairman shared how they carved out success in livestreaming and managed to expand even through the pandemic.

Elsewhere, Hong Kong’s Reeze Choi has been crowned Asia Pacific’s Best Sommelier and will represent China at the 2026 World’s Best Sommelier competition.

China’s drinks market is also in transition. Official data show alcohol prices falling for months, dragged down by weak demand and distress sales. The first confidence index signals further strain for traditional tobacco-and-liquor shops, while instant retail and e-commerce surge across categories.

And finally, Hong Kong customs seized HK$140 million worth of contraband bound for South Korea—including Macallan 12-Year-Old whisky.

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Burgundy in the Livestream: How Niche Fine Wines Found Their Stage

Guangzhou Bacchus Fazhuang, founded in 2016, has become mainland China’s largest importer of wines from the Hospices de Beaune. Its unlikely engine of growth: livestreaming on Douyin, Xiaohongshu, and WeChat video.

China’s Statistics Bureau: Alcohol Prices Fall 2% in January–August

From baijiu to imported wine, once bulletproof brands are losing their shine. Data from the National Bureau of Statistics show alcohol prices have been falling for months, weighed down by weak consumer demand and distress sales.

China’s Liquor Market Confidence Hits Low: Offline Struggles, Online Channels Boom

China National Association for Liquor and Spirits Circulation has released its first gauge on market confidence, while traditional brick and motar stores suffer, online and instant retail are booming.

If you are looking for importers in China, reach out to us at [email protected]

Macallan Among HK$140M Smuggling Haul Headed to South Korea

Hong Kong Customs has intercepted HK$140 million (US$18 million) worth of smuggled goods — including Macallan 12-Year-Old whisky — hidden in containers bound for South Korea, in one of the city’s largest maritime smuggling cases this year.

Reeze Choi to Represent China for World’s Best Sommelier Competition

Hong Kong sommelier Reeze Choi has been named the winner of the ASI Asia-Pacific Best Sommelier 2025 competition, triumphing after four days of rigorous contests in Kuala Lumpur, Malaysia.

2025 Liv-ex Classification: Burgundy Tops Prices, Bordeaux Dominates in Numbers

According to The 2025 Liv-ex Classification, released recently, Burgundy accounts for nearly 69% of wines in the highest-value First Tier, underscoring its dominance in the ultra-premium segment.

Georgia’s Ancient Wine Heritage Powers Modern Success at IWSC

At the 2025 IWSC, Georgia secured three gold medals and 17 silvers, driven by high-quality orange wines and distinctive indigenous reds.

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.