China’s e-commerce giant JD.com has unveiled its 2025 wine sales rankings — and while heavyweight names like Penfolds, Changyu, Great Wall and DBR Lafite sit comfortably at the top, one surprise entry is turning heads: a non-alcoholic wine brand that stormed into fifth place.
The list of top 10 most popular wine brands, based on transaction value on JD Super, shows that China’s wine market still leans heavily toward big, familiar labels. Two of the top spots are held by internationally recognized import brands, while two belong to China’s most established domestic producers.
But further down the list, the picture shifts. Alongside global giants are “internet-famous” brands that have built their reputations largely through online channels.
And then there’s the curveball.
A brand specializing in sweet and non-alcoholic wines clinched the No. 5 position — a sign that China’s mass consumers may be rethinking how and why they drink wine.
Non-alcoholic wine in China has traditionally been confined to business occasions — poured for women, designated drivers or guests who don’t drink. But ranking so high on a mainstream retail platform like JD suggests the category could be breaking out of its niche and tapping into broader consumer curiosity.
JD, one of China’s largest online retailers, built its reputation on a self-operated model that emphasizes authenticity and “zero counterfeits,” helping it amass a loyal customer base. The company reported revenue of more than RMB 956.86 billion in the first three quarters of 2025 alone, and ranks as China’s largest private enterprise by Fortune’s metrics.
Still, the wine category on JD isn’t entirely squeaky clean.
Among the top 10 brands are some that have sparked debate. Certain products, for instance, are bulk wines imported into China and bottled domestically — yet marketed in ways that blur the line by branding themselves as “Italian imported wine.”
Their strong sales raise uncomfortable questions: Are platform oversight standards slipping, or are consumers simply less concerned about provenance than price?
Either way, JD’s 2025 ranking paints a vivid picture of China’s evolving wine market — one where global icons, homegrown giants and zero-alcohol upstarts now compete side by side for the nation’s attention.
Scroll through the pages to discover them all.
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