“Keep It Light”: German Wine Doubles Down on China’s White Wine Surge

Germany’s wine industry is doubling down on China and betting big on lighter, easy-drinking styles to win over a new generation of consumers. 

As white wine surges in popularity, German producers are quietly becoming some of the biggest winners in a shrinking market.

In 2025, imports of bottled German wine (including sparkling) reached 5.099 million litres, up 9.34% year-on-year, while import value rose 2.67% to US$27.07 million. 

Notably, this marks the first time German bottled wine imports into China have surpassed the 5 million-litre threshold. The growth comes despite a broader contraction in China’s wine imports. 

White wine has remained one of the few bright spots, recording steady gains over several years. Its fresh style, aromatic profile and easy-drinking appeal have increasingly resonated with younger consumers and female drinkers. At the same time, new retail channels from e-commerce platforms to supermarkets and casual wine bars are helping white wine reach a wider audience.

By 2025, white wine has moved beyond its traditional summer niche to become a year-round category. German Riesling, one of the most recognised white wine styles in China, has played a central role in that shift. Its popularity among consumers, combined with growing interest from importers, has helped drive German wine’s counter-cyclical growth.

The Wines of Germany, which has spent years building the category in China, has been instrumental in shaping this momentum. In 2026, it plans to continue working with wineries and importers to expand both trade and consumer engagement.

Positioning around “light and enjoyable” drinking

For 2026, the Wines of Germany has launched its annual campaign under the theme: “Keep it light! Enjoy Wines Made in Germany.”

The message reflects a broader shift in consumer behaviour. Increasingly, drinking is less about status and more about personal enjoyment — whether at home or in relaxed social settings. In this context, white wines, particularly Riesling, are a natural fit.

The appeal lies in their defining characteristics: freshness, aromatic intensity and moderate alcohol levels. In China, fruit-driven, slightly off-dry Riesling styles, especially Kabinett-style wines  have become one of the most popular segments. This style, largely unique to Germany, has also evolved into a defining signature of German wine.

As managing director Melanie Broyé-Engelkes noted, “We aim to position Germany internationally as the ideal origin for light, enjoyable wines.”

Beyond Riesling, German wine offers considerable diversity from terroir-driven dry Rieslings to refined Chardonnay and Pinot Blanc, aromatic Silvaner, fruit-forward Spätburgunder and delicately sweet styles. This breadth, combined with consistent quality, underpins Germany’s growing competitiveness in China.

From outdoor picnics to casual weekend gatherings, German wines are increasingly becoming part of everyday consumption, reflecting the evolving structure of China’s wine market.

Expanding presence across trade platforms

In 2026, Germany is ramping up its presence across China with a packed calendar of trade fairs and roadshows, including the China Food & Drinks Fair’s spring edition in Chengdu, a four-city China roadshow from April to May, Vinexpo Asia in Hong Kong, and ProWine Shanghai in November.

At the China Food & Drinks Fair in Chengdu scheduled for March 26-28, Germany will once again present a national pavilion, bringing together 20 exhibitors and showcasing more than 100 wines from across multiple regions. The lineup spans boutique wineries, cooperatives and large producers, offering a wide range of styles and price points.

During the fair, eight educational sessions will be held, led by certified instructors and structured around three themes: dry Riesling as an expression of freshness and terroir; German white wines beyond Riesling; and Spätburgunder as an emerging force in Pinot Noir.

From April to May, the Institute will also host a four-city roadshow in Shanghai, Shenzhen, Beijing and Qingdao, featuring more than 30 German brands and importers, alongside a series of masterclasses focused on key market trends.

Dual-track strategy targeting trade and consumers

Behind it all is a two-pronged strategy: win over the trade — and hook consumers.

On the consumer side, it is building “German Riesling” as a core brand pillar to attract younger drinkers. Campaigns such as the March 13 “Riesling Birthday” and the “Summer Riesling” initiative have become key touchpoints.

These programmes span multiple channels including restaurant collaborations, retail promotions, e-commerce activations and immersive tasting experiences, helping position German wine as a natural choice for relaxed, everyday drinking.

Together with its trade-facing initiatives, this approach is steadily strengthening the presence of German wines in China.

Looking ahead, the Institute has mapped out a comprehensive promotional strategy for 2026, integrating B2B and B2C efforts to deepen its long-term engagement with the market. As white wine consumption continues to expand, German wines appear well positioned to capture further growth.