What China’s Top Wine Importers Are Saying About CNY Demand

Devo Fast (Shenzhen)

Founded in 2010, Devo Fast is one of Shenzhen’s major wine importers. By 2017, its annual import volume had reached 690 containers, with sales exceeding RMB 100 million. In 2024, it began working with the Baron Philippe de Rothschild group and now has more than 5,000 distributors nationwide.

A company executive said the 2026 Lunar New Year season showed signs of recovery, with overall sales posting double-digit year-on-year growth. One key factor was the later timing of the holiday, which lengthened the peak sales period.

Sales were driven by two distinct product types: value-for-money wines from lesser-known brands, and the Chilean Escudo Rojo range under the Baron Philippe de Rothschild group. Large orders were concentrated in the latter, underscoring the drawing power of leading brands during festive consumption, while niche wines generated smaller, more fragmented orders.

Merveille Business (Shanghai)

Merveille Business (Shanghai), which represents several estates including those linked to the DBR Lafite group, has also seen a strong concentration effect around brands during the Lunar New Year season.

“Best-selling products during the Lunar New Year show a clear trend toward brand concentration and polarisation,” said CEO Li Yajun. “At one end are affordable mass-market products, and at the other are high-end wines from top estates. Demand from the very top tier of consumers has largely been unaffected by macroeconomic fluctuations.”

Li echoed observations from EMW and CWS that demand for white wine continues to rise. “It used to be mainly a summer drink,” he said, “but it is gradually becoming a year-round category.”