Summary
New Zealand wine exports have eased back to NZ$2.1 billion after years of sustained growth, though they remain above NZ$2 billion annually, according to the New Zealand Wine Annual Report 2025. About 90 percent of New Zealand wine is now sold overseas, with exports accounting for 90 percent of the industry's total turnover, and global reputation remains a key factor supporting export volumes. Despite headwinds for overall exports, emerging markets showed significant growth: exports to China rose 47 percent to NZ$56 million, while exports to South Korea nearly doubled to NZ$44 million.
The report was released on Monday, 29 September 2025.
Commentary
New Zealand wine exports have eased to NZ$2.1 billion, but the industry's 90 percent export dependence underscores the importance of global markets. Growth of 47 percent in China and a near-doubling in South Korea reflect the resilience of demand for premium wine in emerging Asia-Pacific markets. For New Zealand's small and medium-sized business owners, the trend signals a need to reassess market mix: traditional European and American markets are showing weak growth, while consumers in China and South Korea are rapidly embracing New Zealand wine, particularly signature varieties such as Sauvignon Blanc.
However, exports to China at just NZ$56 million account for less than 3 percent of total exports, indicating substantial room for growth from a low base. The New Zealand wine industry is dominated by small wineries, with most of the roughly 700 wineries producing less than 200,000 litres a year and lacking scale advantages. Given the complexity of Chinese market channels and the barrier of brand recognition, SMEs could consider cross-border e-commerce platforms or partnerships with local importers, focusing on upper-mid-range dining and premium retail channels in second- and third-tier cities.
Meanwhile, the doubling of the South Korean market shows that tariff preferences under Asia-Pacific trade agreements and rising consumption are creating new opportunities. But wineries should be alert to exchange-rate volatility and price pressure from global wine oversupply. New Zealand wineries should strengthen differentiation through sustainable viticulture and single-vineyard labels to meet competition from Australia, Chile and other rivals.
Keywords: New Zealand wine, wine exports, export decline, China market, South Korea market, annual report, emerging market growth
Source: Vinetur
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