Chinese wine importer EMW (East Meets West Fine Wines) has expanded into non-alcoholic drinks for the first time in mainland China, signing a distribution agreement with tea beverage brand tazaTe as alcohol distributors look to diversify their product portfolios amid shifting consumer preferences.
The Chengdu-based tea brand’s ready-to-drink sparkling tea products will be distributed by EMW across mainland China, with initial sales focusing on the company’s premium restaurant and hospitality channels.
The addition comes at a time when consumer preferences evolve and health awareness rises, non-alcoholic drinks are becoming an increasingly common choice for many consumers. For alcohol distributors that rely heavily on the on-trade, expanding into a broader beverage portfolio is both a response to shifting consumption trends and a way to improve channel efficiency.
Compared with dealcoholised wine, which is still at an early stage of market development, tea beverages, with their deep cultural roots and established consumer base, are emerging as a more practical entry point into the non-alcoholic segment.
Founded in 2021 and headquartered in the southwestern city of Chengdu, tazaTe will be represented by EMW with four product ranges, retailing between RMB 99 and RMB 288. The products will be distributed through multiple channels, although the initial focus will be on EMW’s stronger premium on-trade network, while also exploring tea-and-food pairing opportunities.
Explaining the rationale behind the partnership, Juanita Yu, Marketing Director for Greater China at EMW, said traditional tea culture often emphasises brewing rituals and preparation techniques. The ready-to-drink sparkling tea from tazaTe, by contrast, is designed to fit more modern consumption habits.
“Traditional tea requires specific water temperatures and brewing steps, which can represent a learning curve for consumers in fast-paced lifestyles,” Yu said. “High-quality pre-packaged tea beverages can lower that barrier by offering standardised, ready-to-drink products.”
First Step into the Non-alcoholic Segment
The partnership with tazaTe marks EMW’s first venture into the non-alcoholic beverage category. But why did the company not start with dealcoholised wine or non-alcoholic grape juice, which are closer to its core wine business?
Yu said the company has in fact been actively searching for suitable alcohol-free wines but has yet to find a product that meets its expectations.
“Over the past year, we have tasted more than 80 products from different countries and regions, produced using various technologies, but we have not yet come across a high-quality dealcoholised wine that we would confidently recommend to our clients,” she said. As a result, the company chose not to rush into the category simply to claim a position in the market.
Compared with dealcoholised wine—which remains at an early stage of development in China—tea beverages, with their deep cultural roots and well-established consumer base, are emerging as a more practical entry point into the non-alcoholic segment.
“It does not try to position itself as a substitute for wine,” she said. “Rather, it is a beverage with its own independent value and flavour complexity.”
“We want to first meet the needs of consumers who may not want to drink alcohol but still care about quality and flavour,” she added. “At the same time, we will continue searching for suitable alcohol-free wine products.”
Tea and wine as complementary categories
Over the past decade, China’s tea beverage market has expanded rapidly. According to data from the Qianzhan, a leading Chinese research institute, the market was worth around RMB 420 billion (approximately US$58 billion) in 2020, and is expected to exceed RMB 700 billion (around US$ 97 billion) by 2025, representing a compound annual growth rate of more than 10%.
At the same time, the tea beverage sector has become increasingly segmented. From traditional tea retail to freshly made tea chains and ready-to-drink products, the market has gradually shifted toward lower sugar content, healthier positioning and higher quality. Innovative products such as tea-flavoured beer and tea-infused wine have also begun attracting younger consumers, as we have reported.
Yu said EMW expects its tea products to appeal to three main consumer groups: young professionals who want to remain clear-headed during the workweek but still participate in social drinking occasions; health-conscious consumers reducing alcohol intake; and diners who choose not to drink alcohol during business meals, such as drivers.
For EMW, the partnership with tazaTe represents both a portfolio expansion and an experiment in adapting to shifting consumption patterns. As China’s beverage market evolves, whether traditional alcohol distributors can successfully expand into a broader drinks landscape remains an open question.
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