In 2022, the Chinese population consumed approximately 0.88 billion liters of wine, making China the eighth leading wine consumer worldwide. The year 2017 witnessed the highest wine consumption in the country in the past decade.
China’s robust wine market
Wine has been produced in China since around the Han dynasty (206 BC–220 AD). Today, grape wine is deemed as a trendy symbol of social status and luxury in China. Chinese consumers tend to spend more for better quality wine, whereas the lower value end of the market is losing traction.
Imported wines account for around 40 percent of the wine market in the country. In 2022, China was the seventh largest global wine importer, with the import value amounting to approximately 1.4 billion euros.
In 2018, China’s retail sales of wine amounted to approximately 73.5 billion U.S. dollars and was forecasted to grow further. Consumers tend to do wine research and purchasing online, on popular e-commerce platforms such as JD.com, Taobao and Tmall.
Which wine is the Chinese consumer’s favorite?
Red wine is by far the most popular type of wine among Chinese consumers. Around 80 percent of all the wine consumed in China is red. China surpassed France and Italy as the world’s largest red wine consumer in 2014.
In 2018, the retail sales of red wine in China amounted to approximately 64.6 billion U.S. dollars and is expected to nearly double by 2022. In comparison, the annual white wine sales totaled around four billion U.S. dollars.
Changyu is the most popular domestic red wine brand in China. Yet despite its lower prices, the majority of wine consumers still prefer foreign brands, particularly French, and are becoming increasingly selective.
Wine consumption volume in China from 2012 to 2022
(in million hectoliters)
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OIV. (April 20, 2023). Wine consumption volume in China from 2012 to 2022 (in million hectoliters) [Graph]. In Statista. Retrieved December 08, 2023, from https://www.statista.com/statistics/425098/china-wine-consumption/
OIV. "Wine consumption volume in China from 2012 to 2022 (in million hectoliters)." Chart. April 20, 2023. Statista. Accessed December 08, 2023. https://www.statista.com/statistics/425098/china-wine-consumption/
OIV. (2023). Wine consumption volume in China from 2012 to 2022 (in million hectoliters). Statista. Statista Inc.. Accessed: December 08, 2023. https://www.statista.com/statistics/425098/china-wine-consumption/
OIV. "Wine Consumption Volume in China from 2012 to 2022 (in Million Hectoliters)." Statista, Statista Inc., 20 Apr 2023, https://www.statista.com/statistics/425098/china-wine-consumption/
OIV, Wine consumption volume in China from 2012 to 2022 (in million hectoliters) Statista, https://www.statista.com/statistics/425098/china-wine-consumption/ (last visited December 08, 2023)
Wine consumption volume in China from 2012 to 2022 (in million hectoliters) [Graph], OIV, April 20, 2023. [Online]. Available: https://www.statista.com/statistics/425098/china-wine-consumption/