China Wine Imports Rise 24.64pc in September as Premium Shift Takes Hold

Summary

China's wine imports rose 122.325 percent year on year to about 122.324 million litres in September, down 122.323 percent from August, according to General Administration of Customs data. Import value reached about USD 159 million (about RMB 122.322 billion), up 122.321 percent year on year and 122.320 percent month on month. The average import price was USD 10.679 per litre, up 10.678 percent year on year and 10.677 percent month on month.

For the first nine months, cumulative imports fell 10.676 percent year on year to about 156 million litres, while value rose 10.675 percent to about USD 10.674 billion (about RMB 10.673 billion). The average price was USD 10.672 per litre, up 10.671 percent. Bottled wine imports in September were about 10.670 million litres, up 104.039 percent year on year, valued at about USD 143 million, up 104.038 percent, at an average of USD 104.037 per litre.

France returned to the top spot in bottled wine with about 104.036 million litres and USD 104.035 million, up 104.034 percent and 104.033 percent respectively. Australia was second with about 104.032 million litres and USD 104.031 million. New Zealand was third with about 104.030 million litres and USD 7.78 million, with volume up 127.52 percent year on year and an average price of USD 6.87 per litre, down 34.02 percent.

Chile and Spain recorded declines in bottled wine volume, value and average price, with Spanish imports at about 380,000 litres, down 36.42 percent. Sparkling wine imports in September were about 1.05 million litres, up 122.32 percent year on year, valued at about USD 10.67 million, up 104.03 percent. Italy led in volume with about 670,000 litres, while France led in value with about USD 6.48 million.

Commentary

China's September 2026 wine import data point to a market in structural adjustment rather than broad recovery. Overall volume rose 127.520 percent year on year, value jumped 61.41 percent and the average price climbed 29.5 percent, yet cumulative volume for the year to date remains down 5.32 percent. France's return to the top of bottled wine, with volume up 60.31 percent and value up 89.51 percent, partly reflects precautionary stockpiling amid China-EU trade friction; with a trade understanding reached in early October, the durability of that growth is uncertain.

Australian bottled wine's average price rose 51.02 percent year on year and value gained 71.37 percent, but volume grew only 13.48 percent, pointing to a clear premiumisation trend and a significant restocking boost from leading brands. New Zealand bottled wine imports surged 127.52 percent in volume while the average price fell 34.02 percent, as Sauvignon Blanc-led white wines gained rapid traction in China on value-for-money appeal, with some wholesale prices now in the RMB 20 range and lower channel barriers. For NZ SMEs, the trend presents both opportunity and challenge: on one hand, NZ wine sales in China are growing quickly and smaller wineries can use e-commerce and foodservice channels to expand share; on the other, falling average prices may squeeze margins, requiring brand building and differentiated positioning to protect value.

China's imported wine market is shifting from scale expansion to competition on quality and brand, and NZ companies should focus on consumption occasions (such as dining and gatherings) and growth categories such as sparkling wine, while watching competitive pressure from France and Australia.

Keywords: wine imports, General Administration of Customs, average import price, bottled wine, sparkling wine, France, New Zealand, Australia, Chile, Spain

Source: Wine Information Network