Asti overtakes Prosecco by value in EU sparkling-wine exports to China
EU-27 sparkling-wine exports to China increased in both volume and value in the first eight months of 2026, with Asti recording the fastest growth and becoming the second-largest category by value after Champagne. Chinese importers nevertheless warned that shipments may be rising faster than retail demand, increasing the risk of excess inventory and discounting.
EU shipments rise in volume and value
EU-27 sparkling-wine shipments to China rose sharply between January and August 2026. Export volume increased 26.72% year on year and value climbed 39.95%, while the average export price rose 10.44% from approximately €7.60 to €8.39 per liter. Sparkling wine was among the few imported-wine categories showing clear growth in China amid continued pressure across much of the country’s imported-wine market.1
Champagne remained the leading EU sparkling-wine category in China by value. January–August exports were worth about €16.02 million, up 39.03% year on year, and represented 54.33% of the EU’s total sparkling-wine export value to China.1
Asti moves ahead of Prosecco
Asti recorded the fastest value growth, rising 358.72% from €864,800 to approximately €3.97 million. Its share of total value increased from 4.11% to 13.46%, taking it past Prosecco to become the second-largest EU sparkling-wine category exported to China by value, behind Champagne. Prosecco export value grew 46.91% to about €2.74 million, lifting its share from 8.87% to 9.31%.1
By volume, Asti shipments increased 129.14%, from 192,200 to 440,300 liters. Prosecco rose 55.77%, from 392,700 to 611,800 liters, while Champagne grew 34.04%, from 397,300 to 532,500 liters. Other protected designation of origin sparkling wines, excluding Champagne, Cava, Prosecco and Asti, more than doubled from 139,700 to 308,900 liters, an increase of 121.14%.1
Prices diverge across categories
Asti’s average export price doubled from €4.50 to €9.01 per liter, an increase of 100.20%, meaning that its value growth substantially exceeded its already rapid volume expansion. Champagne’s average price advanced 3.72%, from €29.00 to €30.08 per liter.1
Other segments moved in the opposite direction. The average export price of protected geographical indication sparkling wines fell 54.60%, from €7.57 to €3.44 per liter. For other protected designation of origin sparkling wines, it declined 36.22%, from €7.36 to €4.69 per liter. WBO said the overall data reinforced a 2026 trend toward stronger Chinese import demand for segmented categories including Champagne, Prosecco and Asti, chiefly benefiting France and Italy.1
Importers warn that stocks may exceed demand
WBO linked Asti’s performance to earlier momentum reported by the Asti DOCG consortium. Figures cited by the publication showed that sales of Moscato d’Asti in China grew 55% year on year in 2025, while exports to the country doubled from 1 million to 2 million bottles. Yu Hongjie, founder of sparkling-wine importer Qipao Tianxia, said his company’s Asti imports had been growing by about 50% annually in recent years, but attributed the much larger increase in EU data mainly to higher purchasing by other importers.1
Yu said import growth had become disconnected from retail sell-through and argued that Asti volumes entering China already exceeded the market’s actual capacity, an imbalance that could become more visible during the late-2026 winter sales season. WBO reported clearance selling in some regional markets and continued downward pressure on shelf prices despite the higher average export price. Distributors also said Asti lacked a dominant brand in China capable of stabilizing prices and broadening recognition; many consumers continued to regard it principally as a sweet, easy-drinking wine, while retail prices generally struggled to exceed 100 yuan. Continued inventory accumulation could therefore lead to heavier discounting and weaker margins rather than sustained consumption growth.1
Sources
Written by the Dionysus editors from the sources above.
