Guide to Export Australian Wines to China

(2024 updates) China has decided to remove punitive tariffs on Australian wine, signaling a significant thaw in the previously frosty diplomatic relations between Beijing and Canberra. Here are the key points summarizing this development:

• Removal of Tariffs: Starting Friday, March 29, 2024, China will lift the 218% tariffs previously imposed on Australian wine, as announced by Australian Prime Minister Anthony Albanese.Diplomatic Thaw: The removal of tariffs follows improved relations between Australia and China, which deteriorated after Australia excluded Huawei from its next-gen network developments and called for a COVID-19 origin inquiry.Economic Impact: Before the tariffs, China was the largest market for Australian wine, accounting for 40% of Australia’s wine exports. The tariffs led to a drastic 97% drop in exports to China by the end of 2021, compelling Wine Australia to close its Shanghai office.Government Statements: Australian leaders praised the decision, noting it came at a critical time for the industry and highlighted the benefits for both Australian wine producers and Chinese consumers.Market Re-entry: Treasury Wine Estates and Accolade Wines, major players in the industry, expressed optimism about re-entering the Chinese market, though they cautioned that trading levels might not immediately return to those of 2020.Ongoing Efforts: The Australian government acknowledged the fortitude of its grape growers and wine producers during the tariff period and expressed gratitude for their support.

This positive development marks a pivotal moment for the Australian wine industry, potentially revitalizing its exports to a major market and enhancing bilateral trade relations between the two countries.

Australian wine has been gaining popularity in China in recent years. With its unique blend of fruity and complex flavors, Australian wine has captured the attention of wine enthusiasts and casual drinkers alike.

In fact, China has become one of the largest importers of Australian wine, with many Chinese consumers appreciating the high quality and affordability of these wines. As the demand for Australian wine continues to grow in China, many winemakers are working to create new and innovative blends that appeal to Chinese tastes.

Overview of the Chinese Wine Market

The Chinese wine market has been rapidly growing in recent years, making it one of the most important markets for wine producers worldwide. According to research, China is now the world’s fifth-largest wine consumer, with a market value of around $21 billion.

The Chinese market is dominated by red wines, which account for more than 80% of the total wine consumption. This preference for red wine is due to cultural beliefs that red is a lucky color and symbolizes good fortune. However, white wine and sparkling wine are also becoming increasingly popular among the younger generation.

The demand for wine in China is driven by the growing middle class, who are becoming more interested in wine as a status symbol and a luxury product. Additionally, the government’s anti-corruption campaign has led to a decline in the consumption of high-end spirits, leading to an increase in the demand for wine.

International wine producers are taking advantage of this growing market by investing in Chinese vineyards and partnering with local distributors. French wines are particularly popular in China, with Bordeaux being the most sought-after region. However, Australian, Chilean, and American wines are also gaining popularity.

Wine consumers in China

According to a study, in 2022, the Chinese population consumed approximately 0.88 billion liters of wine. Revenue in the Wine market amounts to US$27.17bn in 2023. The market is expected to grow annually by 3.93%.

The volume of wine is expected to amount to 1,779.00 mL by 2027. The Wine market is expected to show a volume growth of 1.8% in 2024.

The average volume per person in the Wine market is expected to amount to 1.14L in 2023.

Why Australian wine is popular in China? 

Australia is one of the largest exporters of wine in the world and China is one of its biggest markets. In recent years, the demand for Australian wine in China has been increasing rapidly due to its quality and affordability.

The value of Australian wine exports to China reached $318 million in 2023. This growth was driven by strong demand for premium Australian wines, particularly red wines.

There are several reasons why Australian wine is popular in China. Firstly, Australian wine is generally considered to be of high quality and is produced using modern winemaking techniques.

Secondly, Australia has a favorable climate for growing grapes, which allows for the production of a wide variety of wines. Additionally, Australian winemakers have been actively promoting their products in China, which has helped to increase awareness and demand for Australian wines.

Finally, the growing middle class in China has led to an increase in demand for luxury goods, including wine, and Australian wines are seen as a high-end product in the Chinese market.

According to the Australian Grape Bureau, the export of Australian wines to China has achieved extraordinary results over the past decade.

Evolution

The export of Australian wines to China has seen significant growth in recent years. Today, China is Australia’s largest wine export market by value, accounting for more than 39% of total wine exports. 

In 2018, China imposed anti-dumping tariffs on Australian bottled wine, which affected exports from some of Australia’s largest wine producers. These tariffs were lifted in 2019, but the industry continues to face other trade barriers, such as high tariffs on bulk wine and regulatory hurdles.

Despite these challenges, the Australian wine industry remains optimistic about the potential of the Chinese market. The industry is investing in education and promotion efforts to build awareness and appreciation of Australian wines among Chinese consumers.

Additionally, the recent signing of the China-Australia Free Trade Agreement is expected to provide further opportunities for growth in the wine trade between the two countries.

Renowned Australian wines in China

Some of the most popular Australian wines in China include Penfolds, Yellow Tail, Wolf Blass and Rawson’s Retreat already enjoy great fame in China.

These wines are known for their rich and complex flavors and are often paired with a variety of Chinese dishes.

How to adapt your products to the Chinese market?

Australian winemakers can localize their products to the Chinese market by understanding the preferences and tastes of Chinese consumers. This includes considering factors such as the sweetness level, the color of the wine, and the label design.

Additionally, Australian winemakers may want to consider partnering with local distributors or retailers who have a strong understanding of the Chinese market and can help with marketing and distribution efforts.

It’s also important to comply with Chinese regulations and obtain the necessary certifications for exporting wine to China.

For example, Penfolds has been operating in China for over 20 years and has adapted its products to suit Chinese tastes and preferences. They have created a special range of wines specifically for the Chinese market, including a red wine called “Bin 9” that is said to pair well with Chinese cuisine. They also have Chinese-speaking staff to cater to their Chinese customers and have even incorporated Chinese cultural elements into their branding and marketing.

Digital Marketing and E-commerce 

Australian wine has been gaining popularity in China in recent years, and this trend has been reflected in Chinese social media. Chinese consumers are increasingly turning to social media platforms like WeChat, Red, and Douyin (also known as TikTok) to learn about and purchase Australian wines.

Using Little Red Book (Xiaohongshu) and Douyin effectively can revolutionize the way wine brands engage with Chinese consumers. Here’s a comprehensive strategy on how to leverage these platforms to promote wine in China:

Utilizing Little Red Book (Xiaohongshu):

1. Content Creation: Create visually appealing posts that showcase your wine’s unique aspects, such as the vineyard, harvesting process, bottling, and tasting notes. Emphasize the story behind the wine to connect with users on an emotional level.

2. User Reviews and UGC: Encourage customers to post their own experiences and reviews about your wines. User-generated content (UGC) is highly trusted on Xiaohongshu and can significantly influence purchasing decisions.

3. Influencer Collaborations: Partner with lifestyle and food influencers on Xiaohongshu to reach a broader audience. Influencers can create themed content around your wine, such as pairing it with different cuisines, hosting wine tasting parties, or showcasing visits to your vineyard.

4. Educational Content: Post educational content that helps consumers understand wine better. This can include the basics of wine tasting, differences between wine varieties, and tips on storing and serving wine.

5. Exclusive Offers: Use Xiaohongshu to offer exclusive promotions or limited-edition releases. This can create buzz and encourage users to make impulse purchases through the app’s integrated e-commerce features.

Leveraging Douyin (Tiktok):

1. Engaging Videos: Produce short, engaging videos that highlight the sensory experience of your wine. Show clips of the wine being poured, the rich color in the glass, and people enjoying the wine in various settings.

2. Live Streaming Sessions: Host live sessions where you taste wines, discuss pairings, and answer questions from the audience. This direct interaction can boost engagement and drive sales, especially if viewers can purchase the wine directly through Douyin during the livestream.

3. Behind-the-Scenes Content: Share behind-the-scenes content from your vineyards and production processes. This transparency can build trust and deepen consumer interest in the craftsmanship behind your wines.

4. Challenge Campaigns: Initiate fun challenges or contests that encourage users to create their own wine-related content, such as “Best Wine Toast” or “Creative Wine Pairings”. This can increase visibility and engagement across the platform.

5. Celebrity Endorsements: If budget allows, partnering with a celebrity to endorse your wine can dramatically increase visibility. When a popular figure shares your wine on Douyin, it can lead to viral trends and significant brand exposure.

By integrating these strategies on Xiaohongshu and Douyin, wine brands can effectively tap into the vast and growing market of Chinese digital consumers. These platforms offer powerful tools for storytelling, direct sales, and customer engagement, making them ideal for promoting unique and high-quality wines to a discerning audience.

 

On these platforms, Australian wine brands are leveraging influencer marketing and user-generated content to engage with Chinese consumers.

 

 

For example, some Australian wine brands are partnering with Chinese wine bloggers and KOLs (Key Opinion Leaders) to promote their products to their followers. Other brands are running social media campaigns that encourage users to share photos and reviews of their Australian wine experiences.

In addition to social media, Australian wine brands are also using e-commerce platforms like Tmall and JD.com to sell their products directly to Chinese consumers. These platforms have become increasingly popular among Chinese consumers who are looking for high-quality imported products.

Furthermore, these platforms allow Australian winemakers to sell their products directly to Chinese consumers without the need for a physical presence in China.

Case Studies

In recent years, Australian wine has been gaining popularity in China. This success is due in part to a number of factors, including the quality of Australian wine and the growing middle class in China with a taste for luxury goods.

One Australian winery that has successfully navigated the Chinese market is Penfolds. Penfolds has been selling wine in China for over 20 years and has built a strong reputation for quality and consistency. In 2019, Penfolds released a limited edition wine, the 2016 Grange, exclusively for the Chinese market. The wine was priced at 19,999 yuan ($2,800) per bottle and sold out within minutes of its release.

Penfolds has also been successful in marketing its wine to Chinese consumers. The winery has partnered with Chinese e-commerce giant Alibaba to sell its wine online, and has also launched a WeChat mini-program to engage with consumers and offer personalized wine recommendations.

Another Australian winery that has seen success in China is Yalumba. Yalumba has been exporting wine to China since 2006 and has built a strong reputation for its Shiraz and Cabernet Sauvignon. In 2019, Yalumba launched a new wine, the Y Series Shiraz Viognier, specifically for the Chinese market. The wine was designed to appeal to Chinese consumers’ taste for bold, fruity red wines.

Overall, Australian wineries have been successful in the Chinese market by focusing on quality, consistency, and targeted marketing. As the Chinese middle class continues to grow and demand for luxury goods increases, Australian wine is poised to continue its success in China.

We are your local partner in China!

In the Chinese market, Australian wine has shown a relatively stable performance. Sales and market share of Australian wine in China have been growing, but the competition in the Chinese market is also becoming increasingly fierce.

The success of Australian wine in the Chinese market is partly due to its high quality and diversity.

However, as Chinese consumers become more brand and culture-oriented, Australian wine needs to work harder to promote its brand and culture to maintain its position in the Chinese market.

We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese market. Our team of Chinese and foreign experts has the experience and know-how needed to succeed in this lucrative, yet complicated market.

Gentlemen Marketing Agency offers many digital marketing and e-commerce solutions, such as web design, e-commerce and social media marketing strategies, localization, market research, KOL marketing, and more.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you the best solutions for your China market strategy.

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The 2026 market reality: what the data shows

Australian wine is back in China, but the conditions are different from what they were before 2021. China lifted its punitive tariffs on Australian bottled wine in March 2024, ending three years of duties that reached as high as 218.4%. In the 12 months to March 2025, Australia exported 96 million litres of wine to mainland China, valued at over AUD 1 billion, making China the top export destination by value at 39% of total Australian wine exports, according to Wine Australia. Yet the broader Chinese wine market has shrunk dramatically: consumption fell from 17.9 million hectoliters in 2017 to approximately 6.8 million hectoliters in 2023, and wine now holds just 1.3% of China’s total alcohol market share, down from 4% six years prior, per VVR International. The opportunity is real, but it requires a clear strategy built on premium positioning and digital distribution rather than volume alone.

Why premium positioning is the only viable entry point

The Chinese wine consumer has changed. Price-driven, gift-economy purchases drove the market boom of the 2010s. That era is over. The shift now is toward quality, provenance, and personal enjoyment. This matters directly for Australian wine exporters.

The average value of packaged Australian wine shipped to mainland China reached AUD 23.00 per litre in the 12 months to March 2025. That is significantly higher than any other major export market. Approximately 85% of Australian wine export value to China is now priced at AUD 5 FOB or more per litre. The low-cost, bulk-wine strategy does not work in this market. Chinese importers and consumers expect premium or ultra-premium products from Australia.

Several factors drive this trend. First, the Chinese government banned alcohol at official events, which removed a large portion of mass banquet purchasing that had propped up mid-range imported wine sales. Second, younger Chinese consumers, particularly those aged 25 to 40, approach wine as a lifestyle product rather than a status symbol. They research before they buy. They compare labels, read reviews on Xiaohongshu (RED), and follow wine KOLs on Douyin before making a purchase decision.

For Australian exporters, this means the product itself must tell a clear story. Region of origin matters: Barossa Valley, Margaret River, and Yarra Valley carry name recognition in China’s premium consumer segment. Organic or sustainable certification adds credibility with younger buyers who care about ingredient transparency. Bottle design needs to work visually on mobile screens, since most discovery happens on a smartphone feed, not in a store.

Price anchoring is also critical. Setting an entry-level retail price too low signals poor quality to Chinese consumers. The sweet spot for premium imported Australian wine in China sits between RMB 150 and RMB 500 per bottle at retail. Above RMB 500, you are competing with established Bordeaux and Burgundy labels that have decades of brand equity in the Chinese market. Below RMB 150, margin compression makes the channel economics unworkable for most distributors.

Digital channels and the Douyin effect on wine sales

The distribution model for imported wine in China has shifted decisively toward digital. Tmall Global, JD Worldwide, and cross-border e-commerce via bonded warehouses now handle a substantial portion of imported wine sales. China operates 105 cross-border e-commerce pilot zones that allow foreign brands to sell directly to Chinese consumers without a full domestic entity, according to the China Britain Business Council. This matters for Australian wineries that lack an established importer network in China.

But the real growth channel in 2025 and 2026 is Douyin. Douyin’s alcohol category gross merchandise value rose by 38% in early 2025. Nearly 80% of trade experts and producers surveyed believe social media and livestream shopping on platforms like Douyin and Xiaohongshu will be the fastest-growing wine sales channels by 2027, according to the ProWein World Business Report 2025. This is not peripheral activity. It is where wine discovery happens in China today.

A strong example of this shift is the Australian brand Penfolds. Penfolds maintained consistent investment in Chinese digital channels even through the tariff period, running Douyin livestreams and WeChat content marketing. When tariffs lifted in March 2024, the brand had maintained consumer awareness and could convert that awareness into sales quickly. Their experience shows that digital presence built during downturns pays off when the market opens.

For smaller Australian wineries without Penfolds-level budgets, the entry point is Xiaohongshu (RED). The platform’s food and beverage category is dominated by aspirational lifestyle content. A well-produced post showing the winery, the region, and the tasting experience can generate genuine organic reach among the 30-to-45 age bracket that represents the core wine-buying demographic. Pairing Xiaohongshu content with a Tmall Global store gives consumers a direct path from discovery to purchase.

WeChat remains essential for relationship management with distributors and corporate buyers. A branded WeChat official account and mini-program store allow importers to share your products through their own networks, which is how many B2B wine deals in China get initiated and closed.

What changed between 2024 and 2026

The most significant change was the tariff removal in March 2024. Before that date, Australian wine was effectively locked out of the Chinese market. The re-entry created a restocking surge: Chinese importers rushed to rebuild inventory. The 12 months to March 2025 reflected that surge, with export volumes jumping from near-zero to 96 million litres. By mid-2025, that initial re-stocking phase had ended. The quarter ended June 2025 was 35% smaller in value than the same quarter of the previous year, per Wine Australia data. Exports to China are now normalizing, not disappearing, but the surge is over.

Consumer attitudes also shifted. The drinking participation rate among Generation Z rose from 66% in 2023 to 73% in 2025, with wine ranking as the second most popular alcoholic beverage after beer among this group, according to Yicai Global. These younger drinkers prefer white wines, sparkling wines, and lower-alcohol options over the traditional dry red wines that dominated Australian exports historically. Still red wines currently account for 93% of Australian wine export volume to China, which is a mismatch with where younger consumer demand is heading.

On the regulatory side, GACC Announcement 277, effective May 1, 2025, updated declaration management requirements for import and export goods. All wine shipments to China still require a Consolidated Wine Export Certificate combining Certificate of Origin, Certificate of Health, and Certificate of Free Sale. Chinese-language labels remain mandatory on all bottles before importation.

Frequently asked questions

Do Australian wines face any tariffs when entering China in 2026?

No. China removed all anti-dumping and anti-subsidy tariffs on Australian bottled wine on March 29, 2024, ending three years of duties that had reached up to 218.4%. As of 2026, Australian wine enters China under the standard import duty regime. The standard import tariff on wine from Australia under the China-Australia Free Trade Agreement (ChAFTA) is 0%, since ChAFTA has been fully phased in. However, value-added tax (VAT) of 13% and consumption tax apply at the border, as they do for all imported wine. Exporters should confirm current rates with a licensed Chinese customs broker before shipping, since VAT and consumption tax bases are calculated on the CIF value plus import duty.

What labeling is required to sell Australian wine in China?

All wine sold in China must carry a Chinese-language label that meets the requirements of GB 7718 (General Standard for the Labelling of Pre-packaged Food) and GB 2758 (Fermented Alcoholic Beverages). The label must include the product name, ingredients list, net volume, alcohol content, producer name and address, country of origin, production date or batch number, and a health warning statement in Chinese. Sulfite declarations are required if sulfur dioxide is used as a preservative. The Chinese label must be physically affixed to the bottle before entry into China, not applied in a bonded warehouse after customs clearance. A Consolidated Wine Export Certificate, issued by the Australian Government, is also required for each shipment to China.

Which online platforms are most effective for selling Australian wine in China?

Tmall Global is the primary cross-border e-commerce platform for imported wine, with over 100 million active consumers and strong credibility among Chinese shoppers for authentic imported goods. JD Worldwide is the second major platform, particularly strong with male consumers aged 30 to 45. For brand building and discovery, Xiaohongshu (RED) drives organic awareness among urban, educated consumers who research purchases before buying. Douyin is the fastest-growing sales channel, with alcohol GMV up 38% in early 2025. Douyin livestream commerce works best when paired with a KOL (key opinion leader) who has built a wine-focused following. WeChat mini-programs suit direct-to-consumer sales for brands that already have an established Chinese audience.

Do you need a Chinese importer or distributor to sell wine in China?

For general trade imports, yes. A Chinese licensed importer with alcohol import qualifications must handle customs clearance and domestic distribution. Finding the right importer is one of the most critical decisions for Australian wine brands entering China. A good importer brings distribution contacts, regulatory knowledge, and market access. A poor one will sit on stock and undercut your price positioning. For cross-border e-commerce via platforms like Tmall Global, it is possible to operate without a domestic importer by using a bonded warehouse model, which lets you sell directly to Chinese consumers with simplified customs procedures. This is a viable first-step approach for smaller wineries testing the market before committing to a full trade import arrangement.

How to move forward

Start with the fundamentals. Get your Chinese-language label compliant before you approach any importer or platform. Ensure you have your Consolidated Wine Export Certificate process in place. Then define your price positioning clearly: where you sit in the RMB 150 to RMB 500 retail range will determine which distribution channels make sense.

Build digital presence before you need it. Open a Xiaohongshu brand account and post region and product content. Start conversations with Tmall Global or JD Worldwide operators to understand onboarding requirements for Tmall e-commerce in China. If you want to accelerate brand awareness with Chinese consumers, invest in a Douyin content strategy with a wine-category KOL via a proper China KOL and PR agency.

The Chinese wine market in 2026 rewards brands that show up consistently with a clear identity and the right price signal. It does not reward brands that treat China as a volume dump for excess stock. If you are ready to enter or re-enter this market with a real strategy, get in touch with the team here to discuss your specific situation.

Marcus Zhan is a China marketing specialist based in Shanghai. He covers digital marketing, consumer trends, and brand strategy for the Chinese market. Connect with him on LinkedIn to discuss wine and beverage brand strategy in China.

Sources: Wine Australia, Market Bulletin Issue 339 | VVR International, The Chinese Wine Market in 2026 | CNBC, China lifts tariffs on Australian wine, March 2024 | Yicai Global, Younger Consumers Pour New Life Into China’s Wine Market | Wine Australia, Australian wine exports exceed $1 billion one year after tariff removal | USDA FAS, GACC Announcement 277, 2025