New Zealand Wine Exports Rise Boosted by Asia

New Zealand shipped nearly 72% more wine to mainland China in the year through June, finding growth in a market where many overseas producers are struggling. Gains across Asia helped offset falling U.S. sales, although a much smaller increase in export value to China showed that higher volumes did not translate into comparable revenue growth.

New Zealand’s total wine exports reached NZ$2.108 billion in the 2026 financial year, up just 0.48%, according to New Zealand Winegrowers’ latest annual report. Export volumes grew 6.04% to 306.2 million liters.

The figures highlight a widening gap between the amount of wine shipped and the revenue it generates. They also show Asia becoming a more important source of growth, even as the United States, Britain and Australia remain the industry’s largest markets.

Export earnings were the second-highest recorded for a year ending in June, NZW said. Separately, the organization reported an 8% increase in overall industry sales, driven primarily by exports.

Sauvignon Blanc continued to dominate shipments, accounting for 276.2 million liters, or about 90% of total export volume. Pinot Gris was a distant second at 10.579 million liters.

China Bucks the Downturn

Mainland China stood out among New Zealand’s growing export destinations. Shipments climbed 71.91% to 7.344 million liters, while their value rose 24.27% to NZ$69.841 million.

China ranked as New Zealand’s sixth-largest wine export market by volume and fifth-largest by value. The disparity between volume and value growth, however, points to a marked decline in average export value per liter.

New Zealand’s gains came despite a prolonged contraction in China’s wine market, where major suppliers including France, Chile, Italy and Spain have faced continued pressure.

White wine has offered a source of demand, particularly among women and consumers buying for their own enjoyment. Marlborough Sauvignon Blanc has benefited from that interest, supported by its established recognition and the consumer followings of brands such as Cloudy Bay, Oyster Bay and Villa Maria.

Its retail presence has also broadened. Sam’s Club, Freshippo and Yonghui Superstores, along with specialist alcohol delivery platforms Waima and Jiuxiaoer, have expanded their wine businesses in recent years. Marlborough Sauvignon Blanc has become an important part of many of their ranges.

Asia Gains Ground

Growth extended beyond China, with Singapore and Japan recording increases in both volume and value.

Shipments to Singapore rose 18.83% to 1.508 million liters, while export value increased 17.77% to NZ29.233 million. Japan took 1.505 million liters, up 9.61%,with value rising 7.12% to NZ18.304 million.

Hong Kong presented a less favorable picture: volumes climbed 29.96% to 1.093 million liters, but export value fell 11.60% to NZ$16.747 million.

NZW also singled out South Korea, reporting 20% export growth in the year through June and adding the country to its priority markets.

These gains broaden New Zealand’s sources of demand, but Asia remains far smaller than its established Western markets. U.S. export earnings alone were more than 10 times those from mainland China.

U.S. Declines, Britain Takes More Wine

The United States remained New Zealand’s largest wine export destination, despite declines in both volume and value.

Shipments fell 7.31% to 91.98 million liters, while export earnings dropped 5.39% to NZ$720.62 million. NZW said exporters had navigated a changing U.S. tariff environment over the past year and now faced a 12.5% tariff.

Britain delivered stronger volume growth, taking 84.867 million liters, up 16.01%. Export value grew more slowly, rising 4.28% to NZ$426.922 million.

Australia followed a similar pattern of volumes outpacing earnings. Shipments edged up 0.27% to 53.219 million liters, while their value declined 2.76% to NZ$320.574 million.

Across these markets, the results underscore the industry’s challenge: selling more wine is not necessarily delivering proportionate growth in revenue.

Smaller Harvest Helps Rebalance Supply

Producers are also adjusting supply to a more demanding market.

New Zealand’s 2026 grape harvest totaled about 440,000 metric tons, down 15% from a year earlier. NZW said the smaller crop was bringing production closer into balance with current demand.

“This has been a challenging year across the global wine industry, but New Zealand wine continues to show remarkable resilience,” NZW Chair Fabian Yukich said.

“What stands out is the determination of growers and wineries to adapt. Businesses in the sector are making adjustments, the progress made this year gives us confidence that it is moving towards a more balanced footing.”

Yukich said consumers worldwide continued to discover, enjoy and buy New Zealand wines.

“Our focus is on supporting members through the immediate challenges while continuing to strengthen the opportunities that will carry the industry forward.”