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.
No. 10 Tonhwa
Tonhwa is a long-established Chinese wine producer based in Jilin province in northeast China, best known domestically for sweet wines made from mountain grape varieties.
On JD, Tonhwa’s pricing is highly accessible. A red wine priced at RMB 39.9 (US$5.8) per bottle has sold more than 200,000 bottles, while a 7% ABV sweet sparkling wine priced at RMB 19.9 (US$2.89) has surpassed 300,000 bottles in sales. The brand’s resurgence through e-commerce also highlights the continued potential of sweet wine styles in China’s mass market.
No. 9 Geothim
Geothim primarily sells bottled imported wines from Australia and France. Several products have recorded cumulative sales of more than 200,000 bottles. According to Chinese back-label information, many of the wines are distributed by a wine supply chain company based in Zhejiang province.
No. 8 Yellow Tail
Yellow Tail remains one of the most recognisable wine brands on China’s e-commerce platforms. With its bright label design, approachable palate and affordable pricing, it has become a textbook example of a “viral” wine in China. JD is one of the brand’s key sales channels.
On the JD app, multiple Yellow Tail SKUs have exceeded 100,000 bottles in sales, including both Australian-origin wines and Chilean versions introduced during the period when Australian wine was subject to anti-dumping measures in China.
No. 7 Montes
Montes is positioned in China as a fully omnichannel brand targeting a broad consumer base. Supported by importers China Wine Platform and Pinshanghui, the brand has achieved wide coverage across China’s major alcohol sales channels, driving rapid gains in visibility in recent years.
On JD, Montes’ strongest sellers are entry-level wines priced at RMB 58 and RMB 62, with four SKUs each selling more than 90,000 bottles.
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.
No. 4 DBR Lafite
From fourth place to first, all brands on the list are market leaders in China’s wine sector.
Ranked fourth, DBR Lafite operates an official flagship store on JD, offering wines from multiple estates under the Lafite Rothschild Group in France, Chile and Argentina. The DBR “Légende” Bordeaux dry red has surpassed one million bottles in cumulative sales. A single wine from Los Vascos has reached 300,000 bottles, while several other SKUs have exceeded 100,000 and 50,000 bottles, underscoring the group’s strong appeal in China.
No. 3 Great Wall
Great Wall, a domestic wine brand under COFCO Group, is one of the most recognisable wine labels in China. The company owns winery assets in regions including Hebei and Ningxia.
On JD, Great Wall Cabernet, priced at RMB 42.9, has reached cumulative sales of two million bottles. Another SKU, Great Wall Oak Barrel Cabernet Special Selection, has sold more than one million bottles. Several additional products have recorded sales of 500,000, 400,000 and over 100,000 bottles.
No. 2 Changyu
Founded more than a century ago and listed on China’s main board, Changyu was long regarded as the country’s leading wine producer, with annual revenue once exceeding RMB 4 billion.
On JD Super, Changyu’s best-selling product is its entry-level Duomingli series, sold in six-bottle packs priced at RMB 128.25 (US$18.6). Cumulative sales have exceeded one million packs. Another Cabernet SKU has sold 900,000 bottles, while a sweet red wine priced below RMB 100 has reached 800,000 bottles in sales.
Several additional Changyu products have surpassed 100,000 bottles in cumulative sales, highlighting the brand’s enduring strength on e-commerce platforms.
No. 1 Penfolds
Penfolds is one of the most widely recognised imported wine brands in China and a rare example of a label that spans all consumer segments. Its portfolio ranges from ultra-premium wines such as Bin 707 and Grange, to mid- and high-end wines favoured for business dining, including Bin 389 and Bin 407, as well as highly popular entry-level offerings such as Koonunga Hill.
Unlike many competitors, Penfolds does not rely solely on its official flagship store. Its wines are distributed across numerous JD Supermarket stores, reflecting exceptionally high circulation within the platform’s ecosystem.
As a result, while no single Penfolds SKU has matched the million-bottle sales figures achieved by some domestic brands, the breadth of its distribution enables Penfolds to rank first by total transaction value across JD Supermarket in 2025.
