No. 6 Xuantang
Several wines under the Xuantang label are bottled in China, though this is not prominently disclosed. Instead, the brand markets its products as originating from countries such as France, Australia, Italy and Chile, giving rise to ongoing debate.
Despite the controversy, the brand’s presentation aligns closely with mass-market preferences, featuring heavy embossed bottles, wax seals and high alcohol levels of around 15%. Pricing is aggressively competitive: its so-called “Australian wine” sells for RMB 398 for 12 bottles, equivalent to just RMB 33.17 per bottle.
The bulk wine import and domestic bottling model has long carried a poor reputation in China’s wine industry. Some producers exploit consumers’ limited understanding of wine by blurring the distinction between bulk-imported and estate-bottled wines, sometimes using packaging that closely resembles international brands. The persistence of this model highlights the immaturity of China’s wine consumer market.
According to JD data, one Xuantang Chanter Karmani dry red has achieved cumulative sales of more than 400,000 bottles.
No. 5 Lecurson
Lecurson focuses on sweet wines and alcohol-free products. From store design to label aesthetics, the brand adopts a light, minimalist style clearly aimed at female consumers.
Some Lecurson products are also made from imported bulk wine and bottled domestically. Compared with Xuantang, however, the brand is more transparent, with some product pages explicitly stating “bulk wine imported.”
Pricing remains accessible, with many best-selling SKUs priced around RMB 50. Several products have recorded sales between 10,000 and 100,000 bottles.
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