White wine gains ground in China’s coastal cities
Importers, distributors and wine-bar operators report a larger role for white wine in several coastal markets in 2026, driven by seafood meals, informal gatherings and interest in approachable styles. The evidence covers particular businesses and channels, not China’s wine market as a whole.
Seafood and informal drinking occasions
In some coastal markets in Zhejiang, white wine has gradually reached an even split with red, up from a previous share of 20% to 30%, according to wine marketing consultant Shen Yi. He identified Ningbo, Wenzhou and Taizhou as leading areas for the change, particularly in group purchases ultimately consumed in restaurants and late-night food stalls.1
Shen linked demand to the region’s seafood tradition, with some consumers replacing beer with white wine and typically paying about RMB50, or US$7.5, per bottle. He said the accessible price and hot summer weather have supported sales.1
Wenzhou importer KAKA, who also runs a Jiuxiaoer drinks-delivery franchise, said sales of affordable whites promoted over the past 2 years increased by about 150% to 200%, although red still represents most of the company’s wine business. Some livestream sellers now purchase equal quantities of red and white wine.1
Demand becomes less seasonal
At Shanghai bistro Forage, William Zhu said whites previously led during summer and then yielded to reds in winter. In 2026, they matched reds in colder weather and substantially outsold them in summer, suggesting demand is becoming less seasonal.1
At YesiVino Bistro in Suzhou, co-founder Gu Yuping said white wines consistently represent about 80% of sales, including sparkling whites. Wang Shaolian of King’s Wine reported that several Shanghai restaurant and bar clients put whites at nearly half of annual wine volume, while specialist retailer and bar Pudao reaches 70%.1
Gu said women form a relatively large share of white-wine drinkers at his bistro, where customers favor slightly sweet wines and bottles with distinctive visual presentation. Zhu also identified women as the principal white-wine buyers at Forage, whose clientele supports sparkling and orange wine sales. He said off-dry Riesling is especially attractive to people beginning to explore wine.1
Imports, regions and styles
New Zealand Sauvignon Blanc and German Riesling remain prominent. China imported 7.81 million liters of New Zealand wine in the first 9 months of 2026, 92.7% more than 1 year earlier, while value rose 23.9% to US$41.7 million. New Zealand Winegrowers says white wines now constitute about 80% of New Zealand wine exports to China. These results followed 2 consecutive years of increases in volume and value, suggesting continued demand for replenishment and wider participation in the category.1
Hong Boyong, CEO of Shanghai-based importer Pran Cellar, reported greater attention to Hunter Valley Semillon in 2026 and strong growth for premium Australian Chardonnay. He said some Burgundy drinkers are exploring Australian alternatives. Pran Cellar operates centers in Shanghai and Guangzhou and concentrates on Australian and South African wines, with smaller selections from France, New Zealand and elsewhere.1
Hong estimated that whites make up 40% to 50% of Pran Cellar’s on-premise wine sales across Jiangsu, Zhejiang and Shanghai, while noting that the company has no precise breakdown. Gu has also promoted premium Western Australian Chardonnay at YesiVino Bistro, citing high Burgundy prices and the price advantage created by the removal of Chinese import tariffs on Australian wine. South African Chenin Blanc was another standout for Pran Wines in 2026, spanning bottles priced from a few dozen yuan to several hundred and offering merchants healthier margins than origins subject to intense price competition.1
Limits of the change
The advance of white wine is less pronounced in business entertaining. Dai Pengxuan, general manager of Hangzhou Zhuoyuan International Trade Co., Ltd., said whites have increased their share but remain far below half of wine sales in that channel. He also cautioned that a larger white share does not mean the overall wine market is growing.1
Dai said economic pressure has reduced business banquets and made buyers more pragmatic. They often choose premium wines or major brands with established recognition and clear demand, a position few whites hold in formal settings. He considers restaurants and wine bars with specialist knowledge more promising outlets.1
KAKA described a similar divide in Wenzhou: customers at casual seafood stalls readily order beer or wine, whereas red remains the default at formal dinners and wedding banquets. The reported gains therefore reflect selected businesses and channels rather than a nationwide sales measure, and white wine’s progress remains concentrated in everyday consumption.1
Sources
Written by the Dionysus editors from the sources above.