Burgundy in the Livestream: How Niche Fine Wines Found Their Stage

On China’s livestreaming platforms, wine usually means cheap blends, mass-market labels, or even dubious knockoffs hawked with promises of “six bottles for 99 yuan.” For years, most fine wine merchants dismissed Douyin and Xiaohongshu as unfit for serious bottles like Burgundy.

But one importer has turned that assumption on its head. Guangzhou Bacchus Fazhuang Trading Co., founded in 2016, has become mainland China’s largest importer of wines from the Hospices de Beaune and Hospices de Nuits-Saint-Georges. Its unlikely engine of growth: livestreaming on Douyin, Xiaohongshu, and WeChat video.

Founded in 2016, Bacchus started with a singular focus: Burgundy. Its shareholders were passionate collectors who had already spent heavily on drinking and buying fine wines. With a narrow range of products, the company initially avoided distribution, instead selling directly to corporate buyers and private clients.

The turning point came three years ago. On September 29, 2022, Bacchus broadcast its first Douyin livestream. Chairman He Shengxi recalls that the push came from long-time clients: “Many of our old customers thought Douyin was a good platform. In their own industries they were already doing livestreams, and they kept urging us to try.”

At first, the company doubted the format. “We thought it was impossible to sell high-ticket Burgundy through livestreams,” He admitted. “But our clients insisted that if we didn’t adapt, we’d be left behind. So we gave it a try.” To their surprise, sales quickly picked up. From representing just one brand, Bacchus now handles more than 20, with annual sales growing by double digits. Only this year, under a weaker macro environment and larger base, has growth slowed to 10–20 percent.

A Different Kind of Livestream

If other livestreams rely on theatrics — “Don’t scroll away!” openings, or “99 yuan for six bottles plus a free decanter” — Bacchus takes another path. Their presenters focus strictly on Burgundy education. Promotions are pitched at a higher threshold, such as a complimentary sparkling wine with a purchase of ¥1,500, or a grand cru for those spending ¥30,000.

“We are a special case in the industry because we only promote and sell Burgundy,” He said. “We don’t compete in the entry-level, high-volume wine space. From day one, we’ve had no real livestreaming tricks. We simply share what we know about Burgundy across different platforms and let consumers decide.”

The presenters themselves stand apart. Instead of the heavy-makeup influencers that dominate many Douyin feeds, Bacchus relies on expertise. The three female anchors are industry professionals: co-founder Emma, soon to be inducted as a Chevalier du Tastevin in Burgundy; chief sommelier Molly, currently applying to be the Burgundy Wine Board’s ambassador in China; and procurement director Huiling. “Our challenge compared to traditional influencers is traffic,” He noted. “Our strength is that our anchors truly have Burgundy expertise.”

A Discreet but Affluent Audience

This approach has attracted a very particular clientele. Bacchus’s customers are concentrated in four “super-tier” and 15 first-tier Chinese cities. They are mostly aged 35 to 55, about 65 percent male, and work as entrepreneurs, lawyers, doctors, and teachers.

They fall broadly into three groups: seasoned Burgundy drinkers of more than a decade; big-spending collectors who are not limited to Burgundy; and consumers who started with mass-market wines but were drawn into Burgundy by recent hype. “But all of them are affluent, high-status consumers,” He stressed. “Many are highly knowledgeable themselves — so there’s no way we could use exaggerated or misleading sales pitches.”

Even details such as drinking windows are communicated with care. “If someone buys a village-level or regional wine, we advise them to drink it now. For higher-tier wines, we recommend cellaring. We would never push people to buy more bottles with false claims.”

Can Fine Wine Claim a Slice of Douyin’s 600 Million Users?

With over 600 million daily active users, Douyin represents a huge opportunity. Many wine merchants tested the waters as early as 2020, but most gave up, citing weak purchasing power, high content demands, and the niche nature of wine.

Bacchus’s case shows that even Burgundy, one of the most rarefied categories, can carve out space. Still, He is realistic: “The livestreaming boom has passed. Only professionals in niche areas will be able to sustain it.” He sees potential in instant retail but warns that the resources are controlled by the platforms, with high barriers to entry.

For wineries and importers eyeing the space, He offers three pieces of advice: “First, provide products that are better and guaranteed. Second, offer genuine service. Third, take the long-term view.”