Wine consumption in China 2013-2023
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In 2023, the Chinese population consumed approximately 680 million liters of wine, placing China among the ten leading wine consuming countries worldwide. The year 2017 witnessed the highest wine consumption in the country in the past decade.
China’s wine market
Wine has been produced in China since around the Han dynasty (206 BC–220 AD). For a long time, grape wine was deemed as a 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 2023, China was the eighth largest global wine importer, with the import value amounting to approximately one billion euros.
In 2023, China’s retail sales of wine amounted to approximately 26 billion U.S. dollars. 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. 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.
