NEWS
CUSTOMS DATA: CHINA’S WINE IMPORT DECLINED IN VOLUME BUT SURGED IN PER LITRE PRICE IN 2025
By Staff Reporter
22-1-2026
Source: Unsplash
China’s wine import market displayed a stark “volume down, value up” trajectory in 2025, with customs data revealing a nationwide pivot toward premiumisation.
Total wine imports slid to 207 million litres last year, marking a 26.85 percent year-on-year decline. However, average import price per litre jumped 21.79 percent to USD6.86 per litre, indicating that budget-friendly, entry-level wines are being sidelined in favour of high-quality, terroir-driven labels.
Despite the jump in average per litre price, total import value dipped 10.90 percent to USD1.418 billion, according to official figures released earlier this week.
Bottled wine (≤2L), the cornerstone of China’s imported wine segment, mirrored this trend. Volume dropped 19.62 percent to 133 million litres, with total value falling 10.27 percent to USD1.288 billion — but the average price climbed 11.64 percent to USD9.69 per litre, underscoring consumers’ growing willingness to pay for quality over quantity.
Australia, France and Chile maintained their status as the top three sources for bottled wine imports, but their 2025 performances diverged sharply.
Australia held onto its No. 1 spot with 34.33 million litres shipped — a marginal 0.8 percent uptick — and USD540 million in value, though industry insiders say the country’s exporters are now in a two-year inventory digestion cycle, with major brands targeting a 400,000-case stock reduction starting in 2026.
France, by contrast, saw bottled wine imports plunge 35.71 percent in volume, yet still secured the second spot thanks to a 32.05 percent surge in average price to USD12.47 per litre.
Distributors attribute this to a strategic pivot: mid-range table wines have been phased out, with premium Bordeaux vintages and small-batch boutique labels retaining their appeal among China’s affluent drinkers.
Chile, however, faced a double-digit slump in both volume (-23.12 percent) and value (-22.39 percent), as its budget-friendly offerings lost ground to Australian competitors.
Niche markets emerged as bright spots amid the overall downturn. New Zealand and Germany posted double-digit growth in wine imports, fuelled by soaring demand for crisp, easy-drinking white wines — though New Zealand’s nearly 5 percent volume spike has triggered price-cutting wars as brands jostle for market share.
Georgia and Moldova cracked the top 10 import sources for the first time: Georgia capitalised on zero-tariff policies to boost sales of affordable semi-sweet wines via instant retail platforms, while Moldova’s growth stemmed from bulk purchases by distributors hunting for distinctive, under-the-radar labels.
Sparkling wine was the only major wine category to notch volume growth, rising 5.88 percent year-on-year. France dominated the high-end segment in this category, with an average import price of USD30.40 per litre, while Italy led in volume, a sign that sparkling wines are becoming a staple for casual gatherings and celebrations rather than just formal events.
(the writer can be contacted at: info@thewinechronicle.com)
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