China’s Non-Alcoholic Wine Booms Is All Business

As non-alcoholic wine rides a wave of popularity across Europe and North America, China is seeing its own boom — but for very different reasons.

While Gen Z consumers in the West are ditching booze for wellness and health, sipping non-alcoholic wines at bars and restaurants, in China, the trend is unfolding in boardrooms and banquet halls. Here, non-alcoholic wine isn’t solely about wellness — it’s about necessity, reflecting a distinctly Chinese style of consumption.

A Surge in Demand

In the first quarter of 2025, China’s imports of non-alcoholic beverages — a category that includes non-alcoholic wines — surged 25.4% year-on-year to 70.28 million litres, according to customs data reviewed by us. The total value hit US$218 million, with an average price of US$3.10 per litre. Both volume and value posted strong gains, underscoring the sector’s explosive momentum.

While the “non-alcoholic beverage” category also includes some mixed drinks (excluding fruit juice, nut milk, vegetable juice, and yoghurt), the rise of non-alcoholic wine is unmistakable. On Alibaba’s Tmall platform alone, sales of non-alcoholic wine soared 120% in 2023, and its market is expected to surpass RMB 2 billion (around US$275 million) by the end of this year.

On Alibaba’s Tmall platform alone, sales of non-alcoholic wine soared 120% in 2023, and its market is expected to surpass RMB 2 billion (around US$275 million) by the end of this year.

The growing buzz is backed by the trade. At the China Food and Drinks Fair, Shenzhen-based Devofast (Shenzhen) Co., Ltd., a major wine supply chain firm, previously told us in an interview that both its on-site contracts were for non-alcoholic and sparkling wines — a telling sign of shifting preferences.

Early Movers in a Budding Market

Some wine producers have been quick to seize the opportunity. Auswan Creek, one of the largest Australian wine exporters to China, has launched a non-alcoholic label called Blue Lobster in China. According to company CEO and founder Li Wei, Blue Lobster initially debuted years ago in Yunnan Province but struggled to expand beyond regional markets.

“It’s only in the past two years that we’re seeing it catch on in more parts of the country,” he told Vino Joy News. 

Others report similar momentum. QingDao Long Vision Global International Inc., which specialises in sparkling wines, says non-alcoholic wine is now moving so briskly that the company ships three full containers a month.

Not About Health — About Saving Face

But behind China’s non-alcoholic wine boom is a different social engine than in the West.

Instead of being a lifestyle choice tied to wellness, non-alcoholic wine is largely consumed during business dinners and formal banquets, based on merchants who talked to us. 

 “Most people choose non-alcoholic wine because they have to drive after the meal — not because they’re concerned about health,” said Yu Hongjie, general manager of Long Vision.

At formal events, some executives and guests turn to non-alcoholic wine out of necessity: medical reasons, professional obligations, or simply not being able to hold their liquor but needing to participate in toasts. In many cases, they say, the goal is to “blend in” — selecting bottles with shapes and labels that closely mimic traditional wines to maintain the optics of drinking without actually consuming alcohol.

Yang Jiang, founder of Chengdu Xiangyue Trading Co., put it plainly: “Non-alcoholic wine is mainly consumed during business banquets. Some leaders or female guests cannot drink for health reasons or need to drive, so non-alcoholic wine becomes the polite choice.”

Price Matters — And So Does Taste

Despite strong demand, non-alcoholic wine faces a major challenge in China: pricing pressure.

Because it is often treated as a ceremonial accessory rather than a beverage of leisure, buyers are extremely price-sensitive. Non alcoholic wines priced around RMB 100 (US$13-14) sell best. Anything priced higher struggles to find traction.

“In China, the cheaper the non-alcoholic wine, the easier it sells,” said Yu bluntly.

Taste expectations are also very specific. Consumers don’t want overly sweet wines; instead, they seek something that mimics the flavour and texture of real wine — not just fruit juice.

Li Wei of Auswan Creek agrees:”Consumers want a balanced acidity and sweetness. But most of all, they want it to have the structure and character of wine — not just taste like grape juice.”