Wine imports rebound in October

China's wine imports saw a significant rebound in October, with both volume and value surging year-on-year, according to data released by the General Administration of Customs.

The import volume reached about 19.7 million liters, up 40.3 percent from the previous year, while the import value soared by 67.7 percent to $115 million.

From January to October, total wine imports amounted to 234 million liters, marking a year-on-year increase of 13.3 percent, with an import value of $1.25 billion, up 31.7 percent.

The resurgence was fueled by robust growth in bottled wine imports and a strong performance by Australian wine, alongside a rising consumer preference for white wines, according to Wine Business Observer (WBO), a wine industry portal.

Bottled wine imports (containers of 2 liters or less) were the main growth driver in October. Among them, the import volume rose by 29.03 percent year-on-year to 11.34 million liters, while the value nearly doubled, increasing 97.47 percent to $108 million, WBO said.

Australian bottled wine stood out, with imports skyrocketing to 4.02 million liters in October compared to just 16,000 liters in the same period last year.

This recovery followed the reentry of several Australian wine brands into the Chinese market, supported by long-term contracts and strong demand for entry-level products ahead of the Spring Festival season.

For example, Treasury Wine Estates (TWE) said in August that its first key focus into financial year 2025 is the continued execution of their plan to re-establish the Penfolds portfolio in China in addition to other global markets, which Tim Ford, managing director of TWE, said he is pleased to say is firmly on track with strong demand from customers and initial depletion performance in line with their expectations.

From January to October, bottled wine imports totaled 136 million liters — up 5.7 percent year-on-year, valued at $1.146 billion — up 35.14 percent, with an average price of $8.42 per liter — up 27.86 percent, a report by WBO has said.

In contrast, sparkling wine imports faced challenges. While the volume increased by 27.42 percent year-on-year to 377,500 liters, the value dropped by 49.88 percent to $4.2 million due to a sharp 60.67 percent decline in the average import price to $11.14 per liter, the report said.

By country, France remained the top wine exporter to China from January to October, with bottled wine imports totaling 40.16 million liters — down 17.62 percent year-on-year, valued at $412 million — down 11.16 percent. Despite the decline, France maintained its premium positioning, with an average import price of $10.25 per liter, reflecting rising production costs and stable demand for higher-end products.

Australia emerged as a formidable competitor, with bottled wine imports increasing 119-fold in volume and 254-fold in value year-on-year over the same period. New Zealand and Germany also saw stable growth, supported by rising demand for white wines, the report said.