What Are The Top-selling Wines on Tmall?

No. 3 Penfolds Bin 389 Gift Set
Origin: Australia
Grape varieties: Cabernet Sauvignon and Shiraz
Price: RMB 1,238 (about US$172)
Alcohol: 14.5% vol

Bin 389 and Bin 407 have long been staples of China’s business banqueting and gifting culture. Consumers buy them through a variety of channels, including Penfolds’ official Tmall flagship store, which offers a higher level of trust when it comes to authenticity. Bin 389’s appearance at No. 3 reflects its enduring popularity in the Chinese market.

Taobao/Tmall data show that this item recorded 2,000-plus sales in the past 30 days and more than 5,000 cumulative sales. It should be noted, however, that this figure only reflects sales of this specific Bin 389 gift-set listing since it was launched on Penfolds’ official flagship store. Total sales of Bin 389 across Taobao and Tmall are likely far higher.