What’s Driving China’s Italian Sparkling Wine Boom?

Imports of Italian sparkling wine into China surged in June, but is the spike a sign of booming demand, or simply the result of global trade jitters and changing drinking habits? We talked to leading wine groups and importers to find out. 

According to Chinese customs data, China’s imports of Italian sparkling wine rose 57.28% year-on-year in volume and 71.16% in value during the month. The spike comes as the country’s overall wine market continues to struggle with subdued consumer demand and rising pressure across the supply chain.

For the first half of 2025, China imported roughly 1.9 million litres of Italian sparkling wine worth US$7.66 million, up 8.33% and 9.45% respectively from the same period last year. Prior to June, imports from January through May had been trending downward. The June jump alone was enough to push year-to-date growth into positive territory.

Signs of a shift toward sparkling wine consumption have been building in China. According to IWSR, sparkling wine sales in the country rose 10% in 2024, while still wine volumes declined 9%. The trend reflects a broader transformation in consumption habits, with traditional red wine-driven business banquets giving way to more casual, lifestyle-oriented drinking occasions.

Sparkling wines, such as Prosecco and Moscato, have benefited from this shift. Their lighter taste profiles, easy drinkability, and accessible price points have made them popular with younger consumers.

“Wine used to be dominated by red, mostly consumed by middle-aged businessmen at formal dinners—think about mahogany tables, kung fu tea, and business talk,” said Nick Ning He, Asia Area Manager at Italy’s Gruppo Mezzacorona. “Now, sparkling wine drinkers are younger, stylish, and vibrant. You’ll find them in cafés, wine bars, even gyms. They’re focused on enjoying life.”

On-Trade Sales Leading the Way

Changing consumer demographics have also shifted sales channels. While traditional red wine buyers often rely on private referrals or niche retail, sparkling wine consumers are more likely to purchase through e-commerce platforms, supermarkets, and on-trade venues such as bars and restaurants.

In the on-trade, many Italian sparkling wines are now sold by the glass, a model that is gaining traction. China Wine & Spirits (CWS), a leading wine importer of brands like Franciacorta’s Bellavista, Ferghettina, Prosecco’s Bortolomiol, Santa Margherita, Serena and Piemonte’s Gancia says the on-trade channel has been a key driver of growth.

“We see very good value-for-money performing particularly well in the on-trade, especially in the by-the-glass segment,” said Francisco Henriques, General Manager at CWS. “When it comes to sparkling wines—whether Prosecco or Spumante—Italy has become a go-to option at entry-level price points. Consumers today tend to drink less and spend less, which naturally boosts sales of affordable by-the-glass options.”

Henriques added that Italian sparkling wine is also central to cocktail culture, particularly in low-ABV drinks such as the Spritz. “The growth of mixology in the on-trade continues to support and amplify this trend, positioning Italian bubbles as a key element in the evolving beverage landscape.”

He also noted a slight recovery in China’s restaurant and bar sector in the second quarter, which has helped support increased consumption through this channel.

Import Data Outpacing Actual Demand?

Despite the upbeat trade numbers, some industry insiders caution that import data may not reflect real consumer demand.

“The overall wine market in China remains weak,” said Yu Hongjie, founder of sparkling wine-focused importing company Sparkling World. “Importers are scrambling for alternatives. If red wines don’t sell, they try dry whites. If those don’t move, they pivot to sparkling. That’s why import growth is sometimes greater than actual sales on the ground.”

Yu said that based on sales data from May and June, Italian sparkling wine volumes actually declined, suggesting that the spike in imports may not be matched by retail consumption.

Nick from Gruppo Mezzacorona echoed that sentiment. “In my view, the import surge partly reflects the challenges in the still wine segment. Importers are seeking opportunities in smaller categories like sparkling, simply because they’ve run out of options.”

He also pointed out that Italian sparkling wine is growing from a low base. In the first half of 2025, Italian wine imports to China totaled $76.15 million, with sparkling wine accounting for just $7.66 million—about 10% of the total.

Suspicions of Quiet Dumping

Some in the industry are questioning whether the June surge could be a case of quiet dumping—especially as global trade uncertainties mount.

One Italian importer, speaking on condition of anonymity, said recent threats by U.S. President Donald Trump to raise tariffs on European goods caused some American buyers to cancel orders. That, in turn, forced smaller Italian wineries to redirect shipments originally destined for the U.S. to China.

“American importers usually order higher-quality wines—Prosecco DOCG or Moscato d’Asti—so you can see that China’s June import value rose faster than volume,” the importer said.

But with China’s wine market under pressure, offloading that inventory is no easy feat. According to the same importer, Italian industry associations impose minimum pricing rules, so wineries must officially export at regular prices—while quietly offering undisclosed discounts to Chinese buyers.

“This kind of under-the-table deal makes the declared customs price appear higher than the actual transaction price,” he said.