China’s Ningxia Region Expands Its Global Wine Footprint

Ningxia, a remote region in northwest China once better known for deserts than vineyards, is gaining traction in global markets with leading wineries reporting record exports. 

In 2024, the region’s wine exports reached RMB 13.75 million (US$1.91 million), the highest level in recent years, according to the Ningxia Department of Commerce. Today, more than 30 wineries in Ningxia are exported —many of which are now making inroads into mature global markets.

Located at the eastern foothills of the Helan Mountains, Ningxia has become China’s most acclaimed premier wine region. Its high-altitude vineyards, significant diurnal temperature shifts, and dry continental climate have drawn comparisons to Bordeaux and Mendoza. And while the region’s modern wine industry only began to take shape in the early 2000s, its momentum is palpable.

In exclusive interviews with Vino Joy News, leading producers including Silver Heights, Xige Estate, Legacy Peak, and DEVO Winery shared insights on their 2024 export performance, international ambitions, and the hurdles that remain.

“We exported RMB 2.3 million (US$319,600) worth of wine last year, up roughly 30% from 2023,” said Eddie Wang, third-generation family member and Sales Manager at Silver Heights, a standard-bearer for Chinese fine wine. The estate now ships to 18 countries and regions across Europe, Asia, Oceania, and the Americas.

Meanwhile, Xige Estate, one of Ningxia’s largest and most technologically advanced wineries, reported exports of over RMB 6 million (US$833,800). “Our wines are now sold in the UK, Canada, Australia, Japan, Singapore, and Hong Kong and Macau,” said Founder Zhang Yanzhi, who added the winery’s mission has always been to “make the world fall in love with Chinese wine.”

Together, Silver Heights and Xige accounted for more than 60% of Ningxia’s total wine exports last year. But smaller wineries are gaining ground as well.

At Legacy Peak, Vice President Yin Zicheng told us exports in 2024 reached RMB 500,000–600,000 (US$69,500–83,400), with a significant boost coming from the Hong Kong market. “The year before, we sold only around RMB 70,000–80,000 there,” he noted. “Last year, we multiplied that.”

The region is also beginning to diversify beyond still reds. DEVO Winery, which produces traditional-method sparkling wines, saw rapid export growth in Hong Kong and Japan, with listings in high-end venues including the Michelin three-star restaurant Amber. “Exports made up 20% of our total sales in 2024,” said founder Zhai Liang. “This year, we’re targeting 35% to 40%.”

Newfound Curiosity Opens Global Doors

Ningxia’s success abroad is the result of both persistent groundwork and shifting global perceptions of Chinese wine.

“In Hong Kong, we’ve promoted Ningxia wines for years,” said Yin of Legacy Peak. “Now, with closer ties between the city and the region, consumers are actively looking for Chinese labels.”

At Silver Heights, direct consumer engagement has been key. “Every year, we host winemaker dinners and tastings in target markets,” said Wang. “These events not only increase visibility but build lasting loyalty.”

For many importers and sommeliers abroad, Ningxia’s appeal lies in its novelty and craftsmanship. “Mature markets are more open to new origins and lesser-known regions,” noted DEVO’s Zhai. “That gives us an opening to get listed in top restaurants and bars.”

Growing Pains 

Despite the growing momentum, Chinese wines still face an uphill climb in global markets.

“At this stage, we don’t have a clear price or cost advantage,” said Zhai of DEVO winery. “As a relatively young region, those challenges are magnified.”

Distribution remains another major hurdle. “Importers are hesitant to commit,” Yin explained. “They’ll often try small orders first—which drives up shipping costs—but hesitate to scale up due to uncertainty around sell-through.”

For Zhang of Xige Estate, the long-term success of Ningxia hinges on building a clear stylistic identity. “To be competitive globally, we need to continuously refine our expression, raise quality, and sharpen how we present ourselves to the market,” he said. “A distinct style is what builds a defensible brand.”