Summary
China's bottled wine imports reached CNY 9.226 billion in 2025, representing 90.8 percent of total wine imports. New Zealand accounted for CNY 315 million, followed by Spain at CNY 250 million, the United States at CNY 204 million, Germany at CNY 189 million, Georgia at CNY 70 million and Moldova at CNY 68 million. The top two sources combined for 71.0 percent, indicating a highly concentrated market.
In bulk wine, Australia and Chile together accounted for 91.3 percent, with France holding a low share. China's bulk wine imports totalled CNY 429 million in 2025, or 4.2 percent of total wine imports. The United States accounted for CNY 5.69 million, Spain CNY 2.82 million, New Zealand CNY 2.15 million, Italy CNY 2.09 million and Germany CNY 1.71 million.
Commentary
China's bottled wine import market remains highly concentrated, with France and Australia together commanding a 71 percent share. New Zealand ranks fifth at CNY 315 million, though its scale is a fraction of France's. Since returning to the market, Australian wine has quickly regained share on the back of zero tariffs and strong brand recognition, squeezing space for smaller suppliers such as New Zealand.
New Zealand wineries are known for Sauvignon Blanc and Pinot Noir and position themselves in the mid-to-high end, but they lack scale advantages and struggle to compete with Australia and France in mainstream price bands. The bulk wine market is almost entirely dominated by Australia and Chile, with New Zealand's bulk wine exports worth just CNY 2.15 million — negligible by comparison. For NZ SMEs, rather than competing on price in a crowded market, a better path is to deepen niche premium channels such as high-end restaurants and specialist wine stores in China's first-tier cities, reinforcing New Zealand wine's clean, low-intervention image.
At the same time, they can tap Chinese e-commerce platforms' support policies for smaller regions, using livestreaming and content marketing to reach younger consumers. The concentration trend in China's imported wine landscape is unlikely to change in the short term, and New Zealand companies will need to differentiate to avoid head-on competition with the giants.
Keywords: wine imports, bottled wine, bulk wine, Australian wine, import sources, market concentration, New Zealand, Chile, France, import value
AI illustration on MiDeer Observer
Source: Three Cobblers Report
Disclaimer: This article is compiled from publicly available sources for general information only. The analysis and commentary are editorial opinions. MiDeer Observer does not guarantee the accuracy or completeness of the information provided. Readers should seek independent professional advice before relying on this content, or contact us for more information.
