Competitive Landscape
Leading Manufacturers Shift Towards Boutique Production Reshaping Concentration
The wine category in China remains fragmented. While there is some concentration around leading manufacturers, there is also a discernible shift towards boutique-style production.
Domestic Innovation and Shifting Consumer Tastes Offer Growth Pathways
Significant changes in company shares during 2025 reflected the broader industry movement towards innovation and quality differentiation. Notably, Treasury Wine Estates Ltd’s share increased in 2025, demonstrating the growing impact of international premium players capitalising on evolving consumer tastes.
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Overview:
Understand the latest market trends and future growth opportunities for the Wine industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wine industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Wine in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Wine in China?
- Where is consumer demand for Wine focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in China?
- How are products distributed in China?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Wine in China - Category analysis
Key Data Insights
Wine Summary
Value Stability Amid Volume Decline Reflects Shifting Consumer Preferences
Rice Wine Leads Volume but Sparkling and White Wine Drive Value Growth
Retail E-Commerce and Small Packaging Reshape Consumption and Access
Gen Z and Female Consumers Drive White Wine Growth through Refreshing Profiles
Non-Grape Wine Remains Largest While Sparkling Wine Sees Fast Growth
E-Commerce Transformation and Consumer Lifestyle Shifts Reshape Wine Business Models
Leading Manufacturers Shift Towards Boutique Production Reshaping Concentration
Domestic Innovation and Shifting Consumer Tastes Offer Growth Pathways
Grocery Retailers Maintain Dominance While E-Commerce Expands Access
Convenience and Small Packaging Shape Modern Retail Landscapes
Retail E-Commerce Transforms Wine Shopping with Speed and Social Engagement
Alcoholic Drinks in China - Industry Overview
2025 Developments
Key Data Insights
Consumer Prudence Drives Value and Premiumisation Amid Moderate Economic Growth
Beer Leads Volume with Premiumisation Supporting Value Sales
Absolut Vodka and Genki Forest Partnership Exemplifies No/Low Alcohol Innovation
Consumers to Moderate Drinking Amid Stable Economic Growth and Market Maturity
Beer to Retain Volume Leadership as It Sees Continued Premiumisation
Innovation in Premium and Low Alcohol Products Reshapes Consumer Choices and Channels
Leading Brewers Strengthen Position Amid Steady Share Dynamics
Growth among Emerging Brewers Presents Strategic Expansion Opportunities
Grocery Retailers Still Dominant, but E-Commerce Gains Momentum
Premiumisation and Health Awareness Drive Retail Channel Innovation
Retail E-Commerce Reshapes Purchasing Habits with Convenience and Variety
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Budweiser and Tsingtao Expand No and Low Alcohol Portfolios to Capture Health-Conscious Consumers
Absolut Vodka and Genki Forest Partnership Pioneers Low-Alcohol Rtd Innovation
Retailers Boost Large-Pack Private Label Craft Beers to Meet Value-Seeking Consumer Demand
Country Reports Disclaimer
The following categories and subcategories are included:
Wine
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Wine research and analysis database.
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