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Where Does Imported Wine Go in China? Top Destinations Revealed

Major Leadership Change at EMW/ How Zinfandel is Becoming Asia’s Unlikely Wine Star/ LVMH Wine and Spirits Profit Plunges 35.7%

Author

Natalie Wang
February 10, 2025

Happy Year of the Snake, dear readers! On bahalf of our team, I would like to offer you our warmest wishes for a prosperous and successful 2025! As we step into 2025, we’re bringing you fresh insights into China’s evolving wine and spirits market—where wine is flowing, shifting trends, and industry shake-ups you need to know.

We dug deep into customs data and for the first time ranked 31 provinces by 2024 import value. This reveals the powerhouses of wine consumptions and some for sure will surprise you. Plus, our interactive map lets you explore the top destinations across China.

China’s booming wedding market this year is creating fresh opportunities for wine sales—but there are challenges, too.

Luxuary giant LVMH’s wine and spirits division took a staggering profit hit of 35.7%—what’s behind the decline, and what does it mean for the industry? Meanwhile, China’s most known liquor brand, Kweichow Moutai, cuts production for the first time in years. What’s driving the slowdown?

Could Zinfandel be Asia’s next breakout wine? We explore how this unexpected varietal is winning over new consumers. Across the pacific in Chile, we tracked the origin of Chile’s first ‘icon’ Pinot Noir Ocio. As Chile shifts its focus to premium wines, can this standout Pinot make waves in the global fine wine market?

Plum wine brand faces backlash over marketing that some are calling gender-discriminatory—what went wrong? EMW Fine Wines CEO steps down—who’s taking the helm next?

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.

Where Does Imported Wine Go in China? Top Destinations Revealed

For the first time, we have mapped out wine imports across all 31 provinces in mainland China—excluding Hong Kong, Macau, and Taiwan—using exclusive customs data. This deep dive uncovers where sparkling wine is thriving, which provinces remain loyal to French wines, and where Australian wines have gained the strongest foothold.

We ranked every province and major city by import value, providing a clear snapshot of where wine demand is highest. The findings are revealing: while Shanghai and Zhejiang continue to favor French wines, Guangdong and Fujian have emerged as top destinations for Australian imports.

For wineries and exporters, these insights are crucial for navigating China’s evolving wine landscape. Be sure to also check out our interactive map to explore each province’s wine imports in 2024 and discover where your wines could find their next big market!

Meet Chile’s First Icon Pinot Noir

What does it take to create an icon? For Chile’s Icio, its most revered Pinot Noir, the journey was anything but conventional—this is the story of how it was born.

China Lifts Australian Wine Exports But Global Challenges Loom

Australian wine exports jumped to AU$2.55 billion in 2024, buoyed by a strong recovery in China, but Wine Australia warned that uneven growth and global headwinds could threaten the sustainability of the rebound.

How Zinfandel is Becoming Asia’s Unlikely Wine Star

China’s wedding market is toasting to a banner year, as a rare lunar calendar phenomenon sparks a surge in celebrations. How can wine benefit from this anticipated boom?

How Zinfandel is Becoming Asia’s Unlikely Wine Star

For decades, Cabernet Sauvignon and Chardonnay have been the stars of California’s wine exports to Asia. Yet, in a quiet yet remarkable shift, Zinfandel is now sharing the spotlight.

EMW CEO to Step Down, Board Names Acting Chief

EMW Fine Wines, a leading importer and distributor of premium wines in Greater China, has announced that Chief Executive Officer Olivier Six will step down from his role, effective Feb. 28, 2025.

LVMH Wine and Spirits Profit Plunges 35.7%

Luxury conglomerate LVMH reported a 35.7% decline in operating profit for its wine and spirits division in 2024, as weaker demand in China and a challenging global market weighed on sales.

Meijian Green Plum Wine, a popular plum wine brand in China, ignited controversy over gender discrimination in its promotional materials, drawing attention to the growing power of female consumers in the alcoholic beverages market.

China’s Kweichow Moutai Cuts Production for the First Time in Years

For the first time in years, Kweichow Moutai, is slashing its production due to softening market demand. What does this mean for China’s liquor market?

Other Top Stories

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