HONG KONG, May 2025 — As China’s wine market continues its gradual expansion, white wine is emerging as a key growth area amid shifting consumer preferences and declining domestic red wine production, according to a new industry report released at ProWine Hong Kong.
The study, conducted by Germany’s Geisenheim University between November 2024 and February 2025, surveyed local trade professionals and international producers. It concluded that dry white wines are poised to lead market trends by 2027, surpassing red wines in favor among producers and traders. The findings were presented digitally by Dr. Simone Loose, Director of the Institute for Wine and Beverage Business Research at Geisenheim.
During the presentation, industry experts weighed in on the data, including Xing Wei MW, China’s youngest Master of Wine. Xing underscored a sharp drop in red wine output over the past decade, noting a fall from over 10 million hectoliters to just 1.2 million hectoliters today. This decline is attributed to reduced consumer interest and evolving market dynamics.
Meanwhile, demand for white wine continues to grow despite limited domestic production. Wei Jianguo, a leading voice in the Chinese wine sector, noted that winemakers in regions like Ningxia are increasingly acquiring white grapes at prices higher than traditional red varieties such as Marselan. Some wineries have begun innovating by producing white wine from red grape varieties, responding to grape shortages and market demand.
Ningxia’s Changyu Moser XV Winery exemplifies this trend, having launched a white Cabernet Sauvignon in 2017 and an oak barrel-aged version in 2020 under the guidance of winemaking consultant Lenz Moser. Techniques such as activated carbon treatment, which enables red grapes to yield white wine, are becoming more widespread.
Further south, wineries like Célébre in Yunnan province are investing in white grape cultivation in anticipation of long-term growth. Célébre recently showcased an oak-fermented Chardonnay at ProWine Hong Kong, which commands a premium in the UK market.
The report also forecasts increased sales for imported white wines, particularly from Germany and New Zealand. Sparkling wines are seen as a niche segment with growth potential, though their market share remains small.
Despite the upward trajectory for white and sparkling wines, red wine continues to dominate consumer preference. Researcher Wei Minglun emphasized that wine purchases in China are still heavily influenced by style, rather than price, origin, or grape variety. “For Chinese consumers, wine is still red wine,” he said, adding that white wine has gained more traction than sparkling wine, but still trails far behind red wine in popularity.
Wei also stressed that successful marketing in China requires more than surface-level cultural references. He called for deeper, localized storytelling that resonates with the values and tastes of Chinese consumers.
The report’s findings suggest that while China’s overall wine market is expanding slowly, white wine represents a strong opportunity for both domestic producers and international exporters seeking to align with evolving market preferences.
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