China's wine import market continued its downward trend in the third quarter of 2025, with overall volume and value both declining, though signs of premiumization are becoming evident.

From July to September 2025, China's wine imports fell to 51.8 million liters, a decrease of 37.67% year-on-year. The import value also dropped by 11.42% to $395.13 million. Notably, the smaller decline in value compared to volume indicates a rise in the average price of imported wine, pointing to a ongoing shift towards higher-quality products.

The return of Australian wine to the market, following the lifting of tariffs, has not spurred overall market recovery. Instead, it appears to have intensified competition with other major producers. Australian imports plummeted by 45.22% in volume, yet its value saw a marginal increase of 0.70%, with the average price surging 83.84%. This suggests a successful pivot towards premium wines. Similarly, traditional powerhouses like France, Italy, Chile, and Spain also saw declines, but their rising average import prices confirm a market-wide trend of premiumization and more rational consumption.

New Zealand and the United States emerged as bright spots. New Zealand, particularly its Sauvignon Blanc, saw impressive growth, with import volume soaring 71.22% and value up 36.71%. The influx of products, including affordable options in retailers like Sam's Club and Hema, drove its average price down 20.15%. Meanwhile, U.S. wine imports demonstrated remarkable resilience, growing 29.70% in volume and 9.14% in value despite still facing a high composite tax rate of 74.52%.

In summary, the Chinese wine import market is undergoing a significant structural adjustment. The era of volume-driven growth seems over, replaced by intense competition on quality and a clearer stratification of brands. A sustained recovery remains contingent on clearer positive signals from consumer demand.