The wine category recorded a high single-digit total volume decline in 2021. While some alcoholic drinks categories, such as RTDs, saw volumes return to the pre-pandemic level, or like beer and cider/perry, saw significantly higher growth than in 2020, wine suffered from continued volume decline, although this was slower compared with the previous year.
In 2021, Guyue Longshan by Zhejiang Guyue Longshan Shaoxing Wine Co Ltd, Jiangsu Zhangjiagang Brewery’s Sha Zhou You Huang, and Kuai Ji Shan Shaoxing Wine’s Kuai Ji Shan were the top three brands in non-grape wine, and the ranking remained unchanged from the previous year. These three rice wine brands recorded volume growth in 2021, sustained by the recovery from the pandemic, with a lack of restrictions for most of the country for most of the year.
In 2020, China launched an anti-dumping investigation into Australian wine exports, which resulted in provisional duties ranging from 107% to 212%. In December 2020, the Ministry of Commerce of the People’s Republic of China announced additional anti-subsidy tariffs of 6%.
During the forecast period, total volume sales of rice wine are expected to continue to decline. Rice wine is forecast to experience low single-digit negative CAGRs over the forecast years across all price bands.
Although a relatively niche category, accounting for a negligible share of overall sales of wine in 2021, champagne saw double-digit growth in both volume and value terms in this year, after seeing significant declines in 2020. Over the forecast years, champagne is expected to see a more positive performance than many other wine categories, set to record mid to high single-digit total volume and current value growth.
Moving forward, still light grape wine is expected to be a category filled with challenges, facing a double-digit decline in total volume terms over the forecast period as a whole. Consumer awareness, perception, and competition from other categories will be the primary factors driving the decline.
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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 Definitions
This report originates from Passport, our Wine research and analysis database.
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