What Are The Top-selling Wines on Tmall?

Dry White Wine Bestseller List

No. 5 KWV Chenin Blanc & KWV Moscato
Origin: South Africa
Grape varieties: Chenin Blanc and Moscato
Price: RMB 95 (about US$13) and RMB 102 (about US$14)
Alcohol: 13% vol and 12.01% vol

Any discussion of South African wine’s rise in China in recent years would be incomplete without KWV. The brand first gained traction through Sam’s Club, where it became a strong seller, before expanding into a range of new retail channels in China, including Waima Alcohol Delivery, Pupu Supermarket and Yonghui Superstores. Riding the recent upswing in white wine consumption, its Chenin Blanc is helping open up a third route beyond New Zealand Sauvignon Blanc and German Riesling.

Now, KWV’s white wines have also moved into the top tier of sellers on Taobao and Tmall.

It is worth noting, however, that the ranked product page actually includes two wines: one Chenin Blanc and one Moscato. The Chenin Blanc is priced at RMB 95 (about US$13), while the Moscato sells for RMB 102 (about US$14).

According to Taobao/Tmall data, the product page recorded 100-plus sales over the past 30 days and more than 400 cumulative sales. The volumes are still relatively modest, suggesting this is a comparatively new product on the platform.