Top 10 Trends in Wine in China

After enduring several challenging years, China’s wine market is at a turning point .

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Despite the resurgence of activity in hospitality venues and tourist spots, wine consumption hasn’t fully rebounded to pre-pandemic levels. Yet, the shifting preferences of Chinese consumers present fresh opportunities for brands that adapt effectively.

Wine Consumer Dynamics

The driving force behind China’s wine market is increasingly the younger generation, whose tastes and consumption habits differ markedly from those of their elders. These evolving preferences represent both challenges and potential growth avenues for wine brands.

Top 10 Trends in Wine in China

  1. Memorable Occasions:
    • Event-Driven Consumption: Young Chinese consumers enjoy celebrating special occasions with unique beverages. The popularity of mulled wine during the festive season is a testament to this trend, where both homemade and restaurant-served varieties have gained traction.
    • Social Media Impact: The visual appeal and easy customization of drinks like mulled wine have boosted their presence on platforms such as Xiaohongshu, enhancing their appeal through social sharing and discussions.
  2. Health-Conscious Selections:
    • Growing Health Awareness: The demand for healthier, low-alcohol, or non-alcoholic wine options is rising, particularly among women, reflecting a broader health-conscious trend accelerated by the pandemic.
    • Organic and Specialized Products: Organic wines and those perceived as healthier are gaining popularity. This shift is leading to increased interest in specific categories like white wines, low-alcohol wines, and uniquely branded “girly wines.”
  3. Pursuit of Unique Flavors:
    • Novelty and Variety: There is a growing appetite for wines that offer unique tastes and are made from less common grape varieties or using innovative winemaking techniques. Such products cater to a desire for individuality and new experiences among younger consumers.
  4. Baijiu-Infused Tea:
    • Innovative Fusion: This trend combines traditional Chinese baijiu with various teas, creating a unique beverage that caters to local tastes while introducing a novel way to enjoy these age-old drinks. This innovation appeals to both traditional baijiu drinkers and younger consumers looking for an authentic yet contemporary experience.
  5. Red Lifestyle:
    • Holistic Health Approach: The concept of the ‘Red Lifestyle’ involves integrating health-conscious habits with luxury living, where quality wine is part of a balanced, aspirational lifestyle. This trend is particularly appealing to urban professionals who prioritize wellness and prestige in their consumption choices.
  6. Co-Branding Ventures:
    • Strategic Partnerships: Co-branding between wine brands and companies from other sectors (like fashion or technology) is on the rise. These collaborations create exclusive products that benefit from cross-industry appeal, enhancing brand visibility and reaching wider audiences.
  7. Celebrity-Endorsed Wines:
    • Star Power: Wines associated with celebrities, whether as endorsers or owners, attract considerable attention on the market. The involvement of celebrities can significantly boost a wine’s profile and desirability, leveraging their fan base for increased sales and brand loyalty.
  8. Wine discovery Travel: With the resurgence of travel, wine tourism has become an attractive option. Young Chinese travelers are keen to explore major wine-producing regions, and this interest extends to wine-related gastronomy experiences.
    • Boost from Local and International Travel: The recent uptick in domestic and international travel is likely to enhance visibility and sales for wineries that effectively market themselves to Chinese tourists, potentially making them a staple of travel itineraries.
  9. Douyin Wine Sales:
    • Social Commerce: Douyin, China’s version of TikTok, has become a powerful platform for direct wine sales, with features that allow users to purchase wine while watching entertaining and informative content. This integration of e-commerce into social media makes wine buying spontaneous and fun, particularly appealing to the tech-savvy younger generation.
  10. Quality Over Quantity:
    • Premiumization Trend: There’s a growing preference for higher-quality wines among Chinese consumers, who are increasingly willing to spend more for wines that offer exceptional quality and unique stories. This shift is evident from the rising interest in boutique wineries and limited-edition wines that emphasize craftsmanship and exclusivity.

KOL Wine in Douyin


For wine brands looking to capitalize on these trends, understanding and aligning with the youthful consumer’s lifestyle and preferences is key. Brands that innovate and create appealing, health-conscious, and unique wine experiences will likely find success in this evolving market. Engaging effectively with consumers on popular platforms like Xiaohongshu will also be crucial in driving brand awareness and adoption among China’s younger demographics.

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One Comment

  1. Hi! Did you know that China’s food and beverage market is booming thanks to e-commerce giants like JD.com and Alibaba? They’ve revolutionized how people shop for food, making it super convenient and accessible.

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