Based on the first ProWine international survey to systematically examine market trends in the Chinese wine sector from the perspective of both local trade experts and producers from China and across the world, ProWine is launching the first ever ProWine International Business Report, setting off its international voyage from China.

Compiled in cooperation with Hochschule Geisenheim University, ProWine International Business Report supplements the annual ProWein Business Report, featuring unique insights from Asia key growth markets. As an industry barometer, it reflects the evolving trends from today and sheds light on the growth opportunities for tomorrow.

“The report clearly outlines growing optimism about the future development of the wine market in China, experts anticipate increasing interest in white and sparkling wines” said Prof. Dr. Simone Loose, Hochschule Geisenheim University, Head of the Institute of Wine and Beverage Business Research, “Key growth drivers will include attracting new consumers, creating new wine-drinking occasions, and using localised digital storytelling that resonates with Chinese culture.”

Despite the market has struggled with falling imports, shifting consumer tastes and stock overhangs. Of the producers and trade experts surveyed, while only one in four of the respondents rated their economic situation as “good” to “very good” in 2024, the majority of them are expecting a turnaround in 2025. To be precise, 53% of the respondents expected business conditions to improve in 2025, while 6% expect it to improve significantly.    

Speaking of all alcoholic beverages, trade experts showed optimism in domestic Chinese wine (57%), ready-to-drink cocktails (42%), and imported sparkling wine (40%). Producers, meanwhile, place their highest hopes in the rapidly expanding RTD and cocktail segment (53%) and in cider and perry (53%), followed by imported sparkling wine (41%). Both groups agree that imported still wine, spirits, and traditional baijiu face tougher headwinds throughout 2027.

Within the wine category, dry white wines topped the list for both wine trade and producers. Among traders, 55% expected white wines to perform strongly, while 44% of producers shared that outlook. Sparkling wines were also widely seen as having strong potential, supported by 45% of traders and 49% of producers. Producers showed even stronger confidence in no and low alcoholic wines, with 69% identifying them as the most promising category by 2027. Still red wines, however, revealed the biggest divide: 51% of traders anticipated strong performance from the category, while only 29% of producers agreed.

Chart 1 Wine types - expectations (ProWine International Business Report China 2025)

Speaking from imported still wine by country of origin, Australia and France remain the leading origins, followed by Chile and Italy, with New Zealand and Germany gaining traction—particularly for white wines. Fueled by the removal of tariff, Australia wine is set to have a strong performance in China, in the meantime, France remains the second biggest player by country of origin in the segment of imported still wine.

Chart 2 Imported still wine origins – sales chances (ProWine International Business Report China 2025)

While white wines lead the trend in wine, among spirits, whisky is viewed as the most favourable category with 62% of respondents expect growth in the next three years.

Chart 3 Spirits types – expectations (ProWine International Business Report China 2025)

When it comes to growth opportunities for wine sales, trade experts rank growing interest among younger generations (66%) and wine tourism (59%) at the top of their opportunity list. Producers are more focused on a near-term uptick in imports once existing stock is cleared (71%) and on establishing direct shipping routes to mainland China—by passing Hong Kong intermediaries (56%)—to boost their sales. Both groups however agree that creating new consumption occasions for wine (84%) and expanding wine audience and targeting new consumers (80%) are important for future growth.

What’s also revealing about the survey is its unmistakable digital shift from consumer education to sales. Digital channels are set to steal more market share from traditional wine retailers. Nearly eight in ten trade experts and producers (77%) believe social-media and livestream shopping experiences on platforms such as Douyin and REDNote will be the fastest-growing wine sales channels by 2027, while over half (52%) believe KOLs and celebrity brand ambassadors will drive sales in the next three years.  

These primarily social media-powered digital sales channels will far outperform traditional channels such as on-trade, wine shops and even e-commerce, according to the trade experts and producers surveyed. And it’s not just about where wine is sold, but how it’s framed. Both groups believe localized storytelling that resonates with Chinese culture is the most effective approach. This bodes well for domestic producers, who are adept at framing wine through a local lens.

“Leveraging our pan-China network of ProWine city ambassadors and partners, we distributed the questionnaires and collected valuable feedback from importers, distributors, retailers, educators, influencers and gastronomy experts, as well as the producers from China and abroad”, said Josh Gu, Project Director, ProWine Shanghai and ProWine Hong Kong. “It’s a great opportunity to listen to the market and hear from the industry, in which our ProWine trade fair is deeply rooted.”

14th May 2025, Wines and Spirits Asia Market Outlook 2025: ProWine International Business Report Launch and Expert Dialogue will be held at ProWine Hong Kong 2025 (Forum 1 Hall 3F). This panel discussion will be moderated by ProWine Asia Marketing and Communication Director Renee Zhao, sharing the valuable feedback and insights from across the supply chain covering both trade and production side.

“In this panel discussion, we will share the key findings from the first ever ProWine International Business Report, as well as the future opportunities for the companies to grow ” says Zhao, “we look forward to discussing the future prospect of China and Asia with the experts including Prof. Dr. Simone Loose (Head of the Institute of Wine and Beverage Business Research at Hochschule Geisenheim University), Natalie Wang (Founder and Editor of Vino Joy News), Xing Wei MW (Master of Wine), and Minhao Chen Le (Managing Director Henkell Freixenet Greater China).”