Imports Surge 136% as New Zealand White Wines Enter China’s Business Dining Scene

New Zealand white wines are muscling into China’s red-dominated business dining culture, riding a surge in demand that pushed imports up 136% by volume in July, even as shipments from France, Australia and Chile slumped.

According to the latest customs data, imports of New Zealand wine surged in July, with volumes jumping 136.39% year-on-year to 738,919 litres and value rising 74.28% to USD 5.79 million.

In contrast, imports from Australia, France, and Chile fell by 12.29%, 37.26%, and 3.73% respectively. The surge has lifted New Zealand’s import ranking from seventh place last year to fifth this July, behind only Australia, France, Chile, and Italy.

This growth is not a one-off. Throughout 2024 and the first half of 2025, both the volume and value of New Zealand wine imports rose steadily, with momentum accelerating into July. The trend highlights the growing appeal of New Zealand white wines, especially Sauvignon Blanc, among China’s younger and increasingly female consumer base. Years of promotion have cemented Marlborough Sauvignon Blanc as a household name in China, now widely available across e-commerce platforms, supermarkets, and casual dining venues.

The popularity of New Zealand white wines shows little sign of fading. Beyond consumer-facing channels, they are now making inroads into corporate banquets, a segment long dominated by red wine.

Vanessa Wu, China representative of New Zealand Winegrowers, told Vino Joy News that labels such as Cloudy Bay and Kim Crawford are increasingly being served at business functions.

“Corporate dining is evolving away from rigid formalities and heavy drinking culture toward a more modern focus on efficiency and guest experience,” Wu said. “Marlborough Sauvignon Blanc, with its vibrant fruit, crisp acidity, and versatility with food, fits seamlessly into this setting—refined yet approachable.”

Importers say they are already seeing the shift. Sharon Wang, Deputy General Manager and Commercial Director of Kings Wine Cellar, which represents Dog Point in China, said New Zealand whites are steadily entering the banquet scene—an area the company has only begun developing in the past two years.

“Interestingly, demand often comes directly from clients,” Wang said. “It’s typically driven by senior executives with overseas study or work backgrounds who are familiar with Sauvignon Blanc. Once back in China, they introduce it into their corporate dining culture, prompting procurement teams to reach out to us.”

She added: “Today’s corporate events prioritise networking and atmosphere. Companies want wines that enhance the mood, not weigh it down. New Zealand whites, with their easy-drinking nature, are perfectly suited for this ‘light business’ approach.”

Other importers echo the observation. Champion (Shanghai) Business Co., Ltd., which represents Achernar, Churton Escarpment, and Hãhã, has noted demand not only for banquets but also for corporate gifting and team-building events.

“Acceptance of New Zealand wines is closely linked to the younger leadership demographics and a broader shift toward health-conscious dining,” said General Manager Mei Fang. “It’s not just women—many male executives also prefer them. The trend is most prominent in economically developed regions like Jiangsu, Zhejiang, Fujian, Guangdong, Shanghai, and Beijing.”

Established brands such as Cloudy Bay, Greywacke, Villa Maria, and Babich have also benefited from strong recognition, which aligns with the value-driven focus of business dining.

“China’s market is polarised,” said Babich’s China sales manager Cai Lei. “On one side, you have countless small wineries and OEM products; on the other, a handful of highly recognisable brands. It’s the latter that hold an edge in business banquets and gifting.”

Industry Cautions Against Overheating

Despite the boom, some industry insiders urge caution. Wang noted that New Zealand whites still account for less than 5% of her company’s banquet sales, though the target is to raise that to 15–20% in the coming years.

Cai pointed out that surging imports are partly the result of oversupply and shifting demand in other markets.

“China’s white wine segment has heated up in the past two years, attracting a flood of importers. At the same time, demand in New Zealand’s traditional export markets—the U.S., U.K., and Australia—has softened,” he explained. “With bumper harvests at home, some wineries are clearing inventory by exporting to China at sharply discounted prices.”

Data from New Zealand Winegrowers shows the U.S., U.K., and Australia still account for over 70% of exports, but all three saw declines in the 2024 fiscal year. In 2025, U.S. and U.K. volumes recovered slightly, though at lower prices, while Australia continued to fall in both volume and value. Mainland China, by contrast, has logged two straight years of growth, with 2025 exports up 55% by volume and 47% by value, making it New Zealand’s fifth-largest export market.

“Bulk wine from New Zealand typically sold for NZD 4–5 per litre, but some has recently gone to China for just NZD 1–2 per litre,” Cai added. “That partly explains the spike in import figures. But whether these wines translate into real consumption—or simply sit in warehouses—remains the key question.”