China’s appetite for crisp, refreshing wines is fueling a surge in demand for New Zealand Sauvignon Blanc, which is outperforming across major retail and on-demand platforms, according to a newly released market report.
Coinciding with a three-city roadshow in Guangzhou, Shanghai, and Qingdao, the 2025 New Zealand Wine China Market Outlook Report conducted by NZTE revealed that New Zealand wines—especially Sauvignon Blanc—are enjoying robust growth among everyday Chinese consumers.
Data from Alibaba’s flagship e-commerce platforms, Taobao and Tmall, show that Sauvignon Blanc was the best-selling white wine variety from April 2024 to March 2025, with total sales reaching RMB 54 million (approximately US$ 7.5 million). Riesling and Chardonnay ranked second and third with sales of RMB 49 million (US$ 6.81 million) and RMB 37 million (US$ 5.14 million), respectively.
Data from Alibaba’s flagship e-commerce platforms, Taobao and Tmall, show that Sauvignon Blanc was the best-selling white wine variety from April 2024 to March 2025, with total sales reaching RMB 54 million (approximately US$ 7.5 million).
Among the top 50 wine brands by sales on Taobao and Tmall, 31 were domestic, while 19 were imported. France led the imported category with eight brands, followed by Australia with three and New Zealand with two. For a country best known for its white wines, New Zealand’s presence among the top three import origins stands out.
In China’s fast-growing instant retail sector, New Zealand wines are posting even stronger gains. According to the report, Headwaters Bay Sauvignon Blanc has become the top-selling wine on Freshippo (Hema), Alibaba’s premium grocery and on-demand delivery platform. Currently, 14 New Zealand wine SKUs are listed on Freshippo. “New Zealand wines are increasingly favoured in instant retail channels, with Sauvignon Blanc showing particularly strong growth in both sales and consumer engagement,” the report states.
This trend reveals a shift in the consumption patterns of white wine in the Chinese market. Compared to red wine, which is more commonly associated with business banquets, white wine is increasingly found in everyday consumption channels such as e-commerce platforms, supermarkets, and wine bars, with a user base that skews younger and more female. Take New Zealand Sauvignon Blanc as an example—its vibrant fruit aromas and refreshing taste have given it an edge amid the rising trend of consumption for personal pleasure rather than for gifting or social status. The growing reputation of well-known regions and brands has further reinforced New Zealand wine’s strong market position.
Compared to red wine, which is more commonly associated with business banquets, white wine is increasingly found in everyday consumption channels such as e-commerce platforms, supermarkets, and wine bars, with a user base that skews younger and more female.
A purchasing director from a national supermarket chain noted in the report, “New Zealand Sauvignon Blanc turns over at twice the rate of other white wines. We’ve even created a dedicated section in-store just for it.”
Imports Climb as Mass Market Consumption Fuels Growth
This strong retail performance is translating into rising import volumes. According to Chinese customs data, China imported 1.28 million litres of New Zealand wine from January to April 2025, worth USD 11.95 million—up 52.8% and 39.5% respectively from the same period a year earlier. Among China’s top ten wine import origins, New Zealand was one of only three countries to record growth in both volume and value.
This marks the third consecutive year of double-digit growth for New Zealand wine imports: up 16.3% and 17.9% in 2024, and 38.8% and 39.4% in 2023. Amid widespread declines in wine imports from other countries, New Zealand’s performance underscores its long-term potential, driven by broad-based consumer demand.
This channel-led momentum was on full display during the 2025 New Zealand Wine Roadshow, held May 12–16 under the theme “Altogether Unique.” The event featured over 40 exhibitors, 70 brands, and more than 300 wines, drawing some 2,200 trade attendees including importers, distributors, and HoReCa representatives. Organisers reported that several exhibitors received larger-than-expected orders during the event.
In addition to free tastings, the roadshow hosted three immersive masterclasses focused on signature varietals, unique wine regions, and historic wineries. Led by MW Fongyee Walker, MS Lu Yang, and DipWSET holder Liang Yang, the sessions were fully booked and sparked lively interaction.
In recent years, the New Zealand wine industry has stepped up its branding efforts in China through storytelling around terroir, varietal typicity, and regional character. Regular winery visits and participation in Chinese trade events have helped the country build closer ties with both the trade and end consumers—laying the foundation for its current market success.
Industry insiders believe that with summer’s peak drinking season approaching, demand for light, refreshing wine styles will only intensify. As Chinese consumers become more receptive to white wine, New Zealand’s clean, aromatic style positions it to maintain growth momentum—and potentially expand its influence in China’s evolving wine landscape.
Notably, it’s not just white wines making waves. New Zealand Pinot Noir is also gaining recognition in China, especially as lighter, more elegant reds grow in popularity. Central Otago’s signature style—silky tannins and cherry-driven fruit—is being hailed as a more accessible alternative to Burgundy. This has made it a rising star in high-end restaurants, offering another promising growth avenue for New Zealand wine in China.
Discover more from Vino Joy News
Subscribe to get the latest posts sent to your email.
