China’s wine imports fell roughly 27% in 2025, the third consecutive year of contraction. But New Zealand was a striking exception – export volume to China jumped 58.5%, and value rose 31.5% to US$44.48 million, making New Zealand the country’s fifth-largest wine supplier.

At the “New Zealand Wine China Market Insights Forum” held during the Chengdu food fair, Vanessa Wu, China market manager for New Zealand Winegrowers, noted that white wine now accounts for 88% of New Zealand’s wine exports to China – a near reversal from a decade ago.

Sauvignon Blanc drives the boom, but price pressure is real

On Alibaba’s Tmall platform, Sauvignon Blanc is the top-selling white wine variety, with annual sales reaching RMB 54 million (approx. US$7.5 million), ahead of Chardonnay and Riesling. It also tops popularity charts on instant-retail platforms like Sam’s Club and Waima Songjiu.

Importers have noticed a shift: the sweet spot for New Zealand Sauvignon Blanc has moved from RMB 120-150 down to RMB 60-90. Club stores like Sam’s and Hema have anchored prices around RMB 70 with private labels.

Hong Boyong of Pran Cellar shared IWSR data: white wine accounts for about 25% of beverage alcohol sales in China’s on-trade channel, with Riesling and Sauvignon Blanc together making up nearly 80% of that segment. Marlborough Sauvignon Blanc has become a “standard” by-the-glass option in mid-tier restaurants.

Instant retail: fast growth, thin margins

Afred Zhang of Waima Songjiu said that instant retail’s penetration in the wine category has climbed from 0.6% in 2021 to nearly 10% today. On Meituan, white wine sales surged 103% year-on-year during the New Year period.

A source from an instant-retail platform noted that wine’s gross margins are far lower than spirits or beer, and platforms tend to use it as a traffic driver rather than a profit centre.

Haohao, head of alcohol commercialisation at Xiaohongshu (Red Note), said that wine is breaking away from its “elite consumption” image and entering more frequent, everyday occasions. Keywords like “refreshing”, “lightly tipsy”, and “fruity” are gaining prominence.

More competitors are entering

Australia’s white wine exports to China jumped 77% in 2025. South Africa is about to gain zero-tariff access, offering Chenin Blanc and Sauvignon Blanc at competitive costs. Domestic players like Changyu have launched young-oriented white labels priced at RMB 50-80.

From single hit to regional brand

Master of Wine Fongyee Walker led a tasting that included Pinot Gris and Chardonnay. “Everydayisation is not lowering standards – it’s expanding occasions,” she said. “Sauvignon Blanc is a key that opens the door to New Zealand wine for Chinese consumers.”

A three-city roadshow (Beijing, Wuhan, Guangzhou) will take place in April, featuring over 60 New Zealand wineries.

The market is still shrinking, but New Zealand has found its narrow path. The next question: in the red ocean of the RMB 100 price band, can a few names truly build brand premium?