How German Wine is Transforming China’s White Wine Market

Today marks the seventh anniversary of Riesling’s Birthday. Over the past seven years, while China’s wine market has faced fluctuations and periods of stagnation, one category has defied the odds—white wine, led by German Riesling. Its steady rise reflects a significant shift in consumer preferences and the evolving wine landscape in China.

The Origins of Riesling’s Birthday

Wines of Germany established Riesling’s Birthday in 2019 to mark the first recorded mention of Riesling in 1435 in Germany’s Rheingau region. Today, Riesling is Germany’s most iconic grape variety, celebrated for its versatility, ability to express terroir, and reputation as the “king of white wines.” These qualities continue to win over wine lovers worldwide, including in China.

Defying Market Trends: Riesling’s Rise in China

Riesling’s growth in China is a story of success against the tide. Since 2019, China’s wine imports have been in decline due to high inventory levels and cautious investment from merchants. While 2024 saw a rebound in total wine imports, largely driven by the return of Australian wines, major suppliers like France, Chile, Spain, and Italy experienced further declines. Yet, Germany stood out, recording an 8.34% increase in volume (4.66 million liters) and an 8.51% increase in value (US$ 26.36 million)—with Riesling playing a pivotal role in this growth.

The widespread appeal of German Riesling is evident in its expanding presence across China’s retail and distribution channels. The wine, which caters to both entry-level consumers and high-end collectors, has found success in bistros, supermarkets, and premium retailers. It has become a staple in China’s wine bars, and its presence in major retail outlets like Sam’s Club and Hema Fresh underscores its growing importance. Notably, Riesling is the best-selling white wine at the popular membership supermarket Sam’s Club, favored for its off-dry taste profile and elegant packaging, particularly among female consumers.

According to China’s leading e-commerce platform JD.com, Riesling was the most searched wine variety on the platform during summer 2024, and white wine’s share of total summer wine sales increased from 9% in 2023 to 11% in 2024.

A Focus on Young Consumers

Riesling’s success in China is no accident—it is the result of strategic, long-term promotion by the German Wine Institute. Established in 1959, the institute has been instrumental in building Riesling’s presence in the Chinese market, particularly after opening its China office in Shanghai in 2015.

Two signature marketing campaigns—“Riesling’s Birthday” (March) and “Summer Riesling” (June to August)—have been central to the institute’s outreach. Since 2019, it has also developed unique visual identities for each Riesling Birthday.

For 2025, the theme is “Riesling’s Cycling Dream”, an artwork by illustrator Vikki Zhang. The piece depicts a romantic springtime scene, with young cyclists, surrounded by Riesling’s signature aromas of lemon, peach, and white flowers, riding toward a picnic. The vibrant colors and lighthearted atmosphere reinforce Riesling’s youthful and carefree image, making it even more appealing to China’s younger demographic.

Unlike red wine, which is often associated with business and formal occasions, young consumers in China gravitate toward white wine as a self-indulgent, everyday pleasure. Recognizing this shift, the German Wine Institute has focused on making Riesling more accessible and relatable.

A significant milestone in this strategy came in early 2024, when the official “German Wine” account launched on Chinese social media platform, Xiaohongshu (Little Red Book) —a social platform popular among fashion-conscious young consumers. Alongside the account, an online store was opened to drive direct digital sales.

Strengthening Partnerships: Retailers, KOLs, and Experiential Marketing

Despite its growth, wine is not yet an FMCG (fast-moving consumer good) in China, making strategic collaborations with KOLs (key opinion leaders) and retailers essential for brand awareness and sales.

This year, Wines of Germany launched a limited-edition Riesling Birthday gift box, leveraging KOL partnerships to amplify social media exposure. Every year, the institute gifts these boxes to wine and lifestyle influencers, generating buzz across platforms like Weibo, Douyin (TikTok China), and Xiaohongshu. This approach has been effective in sparking consumer curiosity and boosting purchase intent.

To further enhance engagement, on March 12, the institute hosted an exclusive experiential event at Ombra restaurant in Shanghai. The venue was transformed into a Riesling-inspired floral haven, with different floral arrangements representing the diverse styles of Riesling—from crisp and dry to rich and sweet. The color of the flower arrangements mirrored the flavor intensity of the wines, creating a multisensory experience that deepened KOLs’ understanding of Riesling’s complexity.

Illustrator Vikki Zhang attended the event to unveil “Riesling’s Cycling Dream” and lead interactive activities, including a coloring workshop and DIY spring bouquet sessions. These hands-on experiences reinforced Riesling’s artistic and lifestyle appeal.

“We aim to convey more than just wine quality—we want to promote a lifestyle that embodies freedom, lightness, flexibility, and an everlasting curiosity about the world,” said Jeuce Huang, Director of Wines of Germany China Office.

What’s Next for Riesling in China?

Looking ahead to 2025, the German Wine Institute plans to further expand its presence in China through collaborations with importers and retail partners in Beijing, Shanghai, Guangzhou, and Shenzhen. More than 50 Riesling-themed events will be held, including birthday parties, wine-pairing dinners, retail activations, and online promotions.

This sustained promotional push not only ensures Riesling’s continued visibility in China, but also helps retailers and distributors gain confidence in its long-term potential. The message is clear: German Riesling is here to stay, and it is redefining the role of white wine in China’s evolving market.