ProWine: new occasions and consumers are key to wine’s success in China
Tapping into new consumers and drinking occasions will be vital to wine's success in China over the next three years, according to the inaugural ProWine International Business Report launched today, though both producers and trade experts believe the market is heading in a more positive direction. The post ProWine: new occasions and consumers are key to wine’s success in China appeared first on The Drinks Business.
Tapping into new consumers and drinking occasions will be vital to wine's success in China over the next three years, according to the inaugural ProWine International Business Report launched today, though both producers and trade experts believe the market is heading in a more positive direction.
As the 2025 ProWine Hong Kong trade exhibition kicks off today, its organisers have released the inaugural 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 the rest of the world, compiled in cooperation with Hochschule Geisenheim University in Germany.
“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, head of the Institute of Wine and Beverage Business Research at Hochschule Geisenheim University. “Key growth drivers will include attracting new consumers, creating new wine-drinking occasions, and using localised digital storytelling that resonates with Chinese culture.”
Respondents to the survey expect domestic national beer, cider and perry, and ready-to-drink cocktails to perform best in China over the next three years.
Domestic Chinese wine also shows significant promise, according to trade experts surveyed, 42% of which said they expected it to perform well from now to 2027.
The Chinese market has struggled with falling imports, shifting consumer tastes and stock overhangs for wine and the alcoholic beverage sector as a whole.
However, there was optimism among both trade professionals and producers. One in four of the respondents rated their economic situation as “good” to “very good” in 2024.
Many expect the situation to brighten in the coming year, and 53% of the respondents expected business conditions to improve in 2025, while 6% expect it to improve significantly.
Australia (66%) will be the market with the most promise in the near future, according to respondents, followed by France (63%) and Chile (46%).
So how can producers from these markets and elsewhere engage Chinese consumers?
According to the survey, factors for future growth that will be most important include a focus on new occasions (84%) and new consumers (80%).
Social media, livestreams and interactive shopping experiences will drive sales among Chinese wine drinkers and attract more consumers to the category. Sales will also be driven, according to the survey, by key opinion leaders (KOLs) and celebrity brand ambassadors. The on-trade also plays an important role as a sales channel, while small speciality wine shops, e-commerce platforms and hypermarkets and supermarkets will have a smaller, yet still key, role in the sale of wines in China.
When it came to spirits, whisky was by far and away the most promising category, respondents said. When asked which spirits category they expected to perform well by 2027, 62% listed whisky as a bright spot, compared with 38% citing baijiu and 24% naming Cognac.
the drinks business is exhibiting at ProWine Hong Kong this week at stand 3F-F20.
As the 2025 ProWine Hong Kong trade exhibition kicks off today, its organisers have released the inaugural 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 the rest of the world, compiled in cooperation with Hochschule Geisenheim University in Germany.
“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, head of the Institute of Wine and Beverage Business Research at Hochschule Geisenheim University. “Key growth drivers will include attracting new consumers, creating new wine-drinking occasions, and using localised digital storytelling that resonates with Chinese culture.”
Respondents to the survey expect domestic national beer, cider and perry, and ready-to-drink cocktails to perform best in China over the next three years.
Domestic Chinese wine also shows significant promise, according to trade experts surveyed, 42% of which said they expected it to perform well from now to 2027.
The Chinese market has struggled with falling imports, shifting consumer tastes and stock overhangs for wine and the alcoholic beverage sector as a whole.
However, there was optimism among both trade professionals and producers. One in four of the respondents rated their economic situation as “good” to “very good” in 2024.
Many expect the situation to brighten in the coming year, and 53% of the respondents expected business conditions to improve in 2025, while 6% expect it to improve significantly.
Australia (66%) will be the market with the most promise in the near future, according to respondents, followed by France (63%) and Chile (46%).
So how can producers from these markets and elsewhere engage Chinese consumers?
According to the survey, factors for future growth that will be most important include a focus on new occasions (84%) and new consumers (80%).
Social media, livestreams and interactive shopping experiences will drive sales among Chinese wine drinkers and attract more consumers to the category. Sales will also be driven, according to the survey, by key opinion leaders (KOLs) and celebrity brand ambassadors. The on-trade also plays an important role as a sales channel, while small speciality wine shops, e-commerce platforms and hypermarkets and supermarkets will have a smaller, yet still key, role in the sale of wines in China.
When it came to spirits, whisky was by far and away the most promising category, respondents said. When asked which spirits category they expected to perform well by 2027, 62% listed whisky as a bright spot, compared with 38% citing baijiu and 24% naming Cognac.
the drinks business is exhibiting at ProWine Hong Kong this week at stand 3F-F20. 
