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China’s wine imports fell roughly 27% in 2025, the third consecutive year of contraction. Yet New Zealand bucked the trend – exports to China surged 58.5% in volume and 31.5% in value to US$44.48 million, making New Zealand the country’s fifth-largest wine supplier.

At the “2026 New Zealand Wine China Market Insights Forum” held during the Chengdu food fair, the mood was cautiously optimistic. White wine now accounts for 88% of New Zealand’s wine exports to China – a near reversal from a decade ago.

Sauvignon Blanc drives the boom, but price pressure is real

On Alibaba’s Tmall, Sauvignon Blanc is the top-selling white wine variety by value, with annual sales reaching RMB 54 million (approx. US$7.5 million). It also tops popularity charts on instant-retail platforms like Sam’s Club and Waima Songjiu.

But importers are feeling the squeeze. The sweet spot for New Zealand Sauvignon Blanc has shifted from RMB 120-150 down to RMB 60-90. Club stores like Sam’s and Hema have anchored prices around RMB 70 with private labels. “Volume is up, but profit per bottle is much thinner,” one importer said. “It’s now a game of supply chain efficiency and payment terms.”

Hong Boyong of Pran Cellar shared IWSR data: Sauvignon Blanc holds a 23% share of China’s white wine market, just ahead of Riesling at 22%. “Pour-by-glass programmes in restaurants have made Sauvignon Blanc a menu staple,” he noted.

Instant retail: fast growth, thin margins

Zhang Yang (Afred Zhang) of Waima Songjiu pointed out that instant retail’s penetration in the wine category has climbed from 0.6% in 2021 to nearly 10% today. On Meituan, white wine sales jumped 103% year-on-year during the New Year period. But industry insiders admit that wine’s gross margins on these platforms are far lower than spirits or beer, making it more of a traffic driver than a profit centre.

More competitors are entering

Australia’s white wine exports to China soared 77% in 2025. South Africa, soon to enjoy zero-tariff access, offers Chenin Blanc and Sauvignon Blanc at 30% lower prices. Domestic players like Changyu are also testing young-oriented white labels in the RMB 50-80 range.

The road ahead

“Everydayisation is not lowering standards – it’s expanding occasions,” said Master of Wine Fongyee Walker at a tasting that included Pinot Gris and Chardonnay. New Zealand’s next challenge is to move from a single-hit wonder (Sauvignon Blanc) to a broader regional brand.

A three-city roadshow (Beijing, Wuhan, Guangzhou) kicks off in April 2026, featuring over 60 wineries. “Five years ago we were still teaching consumers what Sauvignon Blanc is,” said Vanessa Wu, China market manager for New Zealand Winegrowers. “Now they ask us which sub-region has a good vintage. That shift is more reassuring than any growth number.”

The question for New Zealand wine in China: in a red ocean of RMB 100 price tags, can a few names truly build brand premium?

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