Breaking into China’s Wine Market in 2024

Chiara Vinzi e Bolun Yang

Introduction

The consumption of alcoholic beverages in China has always played an important cultural role, historically associated with both solemn occasions and moments of leisure. However, the alcohol market has not been immune to the recent influence of Western consumerism, which has fueled a desire to diversify the range of alcoholic drinks consumed in China and sparked Chinese consumers’ curiosity about Western wine culture. Today, that curiosity has materialized, making China the fifth-largest wine market in the world, showing remarkable resilience despite the barriers raised by the Covid-19 pandemic.

In this article, we will analyze Chinese consumer trends and the marketing strategies for accessing this promising market.

Chinese Wine Consumer Trends

The Chinese wine market is still relatively young, with consumers falling into distinct categories: the traditionalists, the adventurous, and the curious.

The more mature consumer is the traditionalist, who favors strong spirits such as baijiu. Millennials and Generation Z, on the other hand, are in the exploratory phase of identifying their wine preferences. This segment of the Chinese population is precisely the one attracting the most attention from wine importers in China.

Since the market is not yet fully developed or educated, the perception of wine quality is neither well defined nor as decisive a factor in purchasing decisions as it is in Western markets.

In broad terms, it can be said that Chinese consumers tend to prefer red wine, associating its color with beneficial attributes as well as with cultural connotations traditionally linked to red in China—such as health and enjoyment.

White wine, by contrast, has yet to climb the rankings, largely due to the relatively low consumption of chilled beverages in China. However, a report published by AliResearch has shown that white wine is gradually gaining traction, particularly among young Chinese women. Moreover, there is currently a growing demand for sparkling wines in China, as evidenced by sales of the Italian Franciacorta, which have surpassed pre-pandemic levels.

7 Steps to Enter the Chinese Wine Market

1) Understanding the Local Market

Before approaching the Chinese market, it is essential to be aware of the vastness of the territory and of where wine consumption is most concentrated. For example, around 30% of wine demand comes from Guangdong Province, while approximately 52 million wine consumers live in advanced cities such as Shanghai, Chengdu, Beijing, Shenzhen, and Guangzhou.

If you are looking for targeted support, our team can help you analyze the Chinese market and its cultural context, examine how competitors are moving, and develop a tailored positioning strategy for your winery.

2) Building a Strong Brand Identity

Before establishing a business relationship, Chinese consumers will look not only at the product itself but also at the person and brand behind it. Due to the concept of 面子 miànzi—literally “face,” which extends to mean reputation—Chinese clients want to connect with partners who have a strong reputation, expertise in the sector, and a solid brand identity. It is worth remembering that Chinese consumers still lack in-depth knowledge of the wine sector, so their choices are largely influenced by these factors.

3) Being Willing to Translate Your Winery’s Name

To stand out among the many competitors eyeing China as an undeniable source of profit, awareness and caution are necessary. Many producers, often attached to their winery’s name or its recognition in the domestic market, may be reluctant to adopt a Chinese version of it.

However, history shows that several Western wineries—particularly French ones—have been penalized by the phonological difficulty of pronouncing their names. At the same time, relying on an online translator to create a Chinese version is highly risky. The choice of syllables and characters requires the expertise of specialists in Chinese society and culture—well known for being steeped in symbolism, both positive and negative—that can profoundly influence the commercial destiny of a product.

4) The Importance of Packaging and Price

As highlighted earlier, wine quality alone is not yet the primary driver of purchase decisions. To win over Chinese consumers, greater attention must be paid to extrinsic product attributes such as label and price.

Label color, for example, should preferably be in red or gold tones, as these are culturally associated with success. Eye-catching, trendy packaging works best for younger consumers, while more traditional packaging—referencing both the wine’s place of origin and elements of Chinese culture—is more suitable for conservative buyers.

As for price, it is well known that higher cost is seen as a marker of premium quality. Many Chinese consumers are therefore willing to invest significant amounts of money to project the middle-class image associated with drinking fine Western wines.

5)  Mapping the Chinese Consumer’s Buying Journey

What triggers the desire to buy? Often, it starts with inspiration from online content—what people see on social media, what their contacts share, or what influencers recommend, since popularity equates to trust.

Next comes the research phase, during which a Chinese consumer will feel reassured and valued if they sense responsiveness despite language differences and geographical distance. This is why having a winery website in Chinese strongly contributes to conversions.

Finally comes the purchase stage, often followed by sharing the product on social media.

6) Establishing a Digital Presence

Because of the well-known Great Firewall, Western social media and e-commerce platforms are inaccessible in China. It is essential to remember that China is the most digitalized country in the world: according to 2021 Statista data, the number of online users exceeds the entire population of Europe.

This means that to promote and sell products, wineries must establish themselves on Chinese digital platforms such as 小红书 Xiaohongshu, 抖音 Douyin, 微博 Weibo, and 微信 Weixin, as well as on e-commerce giants like 天猫 Tmall, 京东 JD.com, 淘宝 Taobao, and even Xiaohongshu, which now also supports in-app purchases. Here you can find further insights into these platforms.

7) Trusting the Growing Power of KOLs

When it comes to promotion in China, it is important to understand the different ways of advertising a product. In fact, KOL marketing (Key Opinion Leaders) has become the norm.

KOLs are influential figures who promote products through live-streaming sessions, where they showcase, test, and recommend items in real time. Their success stems from the ability to purchase directly through the platform during the live session, dramatically shortening the traditional customer journey.

Conclusion

Despite the challenges posed by the pandemic, Chinese consumers have remained loyal to imported wines. Today, demand for Western wines is largely driven by younger generations, who are considered the country’s trendsetters.

To seize the opportunities of such a promising market, it is essential to plan carefully and act with prudence and wisdom.

We invite you to explore the section dedicated to the services offered by our agency, which can guide you toward your goals: https://www.chinadigitalmarketing.it/beverage

We would be delighted to assist you and are available for an exploratory call with our native-speaking specialists.

Executive Summary

• China is currently the fifth-largest wine consumer in the world, with resilient demand despite challenges stemming from the pandemic.

• In 2023, wine consumption in China declined by 24.7% compared to 2022, marking a contraction phase — yet young Chinese consumers remain a promising segment.

• Red wine dominates the market with ~95% share.

• White, rosé, and sparkling wines are niche but slowly gaining traction.

• Consumer profiles fall into three key groups:

• Traditionalists: favor local liquors (e.g., baijiu).

• Curious explorers: willing to try wine but lack deep knowledge.

• Millennials/Gen Z: more open to western wine and digital-native.

Key Terms

Traditionalist consumer: prefers culturally rooted alcohol like baijiu.

Curious consumer: interested in novelty, but not yet loyal or informed.

Millennials/Gen Z: key growth demographic for imported wine in China.

Market contraction: the decline in wine consumption, especially during and post-COVID.

Key Takeaways

• Italian wine holds strong potential in China, especially with younger audiences.

• E-commerce and live streaming are vital to reach Millennials and Gen Z.

• A strong brand identity (面子 miànzi – "face/reputation") boosts trust and appeal.

• Localization — from brand name to packaging — is essential to connect with Chinese consumers.

• Red wine remains dominant, but demand for white and sparkling wines is expected to rise with changing preferences.

FAQ

• Is China a good market for Italian wine?

Yes. Despite a -24.7% drop in 2023, it remains the fifth-largest wine market globally, with rising interest from young consumers.

• What type of wine is most popular in China?

Red wine, making up around 95% of total consumption, is by far the most preferred.

• Who are the key consumer segments?

Traditionalists: prefer local, familiar liquors.

Curious drinkers: open but not loyal.

Millennials/Gen Z: more receptive to Western wine and storytelling.

• How can brands effectively enter the market?

Use e-commerce, social media, and live streaming.

Build a reputation that aligns with Chinese values of miànzi.

Localize the name, packaging, and communication style.

Example Use Case

Scenario: An Italian winery aims to enter the Chinese market.

Recommended Strategy:

• Create a Chinese name for better cultural fit and recognition.

• Focus on red wine campaigns via live streaming on platforms like WeChat and Xiaohongshu.

• Collaborate with wine-oriented KOLs to attract young, curious drinkers.

• Use elegant, prestige-focused packaging (e.g., red/gold tones) to match miànzi expectations.

• Highlight authentic storytelling and origin (Made in Italy heritage).

Operational Checklist

• Analyze local consumption trends and segment differences.

• Develop a brand name in Chinese characters.

• Plan digital promotion through e-commerce + livestream platforms.

• Design culturally resonant packaging to appeal to miànzi.

• Track user feedback and refine strategy accordingly.