German wine is recording growth in China on three fronts – volume, value and average import price – as demand for whites offers producers an opening in an otherwise subdued market.
China imported 4.23 million liters of bottled German wine in the first nine months of 2026, up 8% from a year earlier, according to Chinese customs data. Import value increased 11% to US$22.49 million, while the average price rose 3%.
The figures build on growth in 2025. They also provide an encouraging backdrop to Germany’s presence at ProWine Shanghai next month, where 45 wineries and importers will join the national pavilion.
For producers and their Chinese partners, the question is how far that momentum can extend as wine consumption shifts away from traditional business entertaining toward more informal occasions.
Growth Beyond the Banquet Table
China’s prolonged wine market adjustment has put pressure on distributors and made merchants cautious about replenishing stock. Business banquets, once an important source of demand, have weakened.
Yet the decline of those occasions does not tell the whole story. Gatherings with friends, drinking at home and outdoor occasions such as camping and picnics are creating different opportunities, particularly for refreshing, approachable whites.
Germany’s portfolio fits several aspects of that demand. Riesling spans dry, off-dry and sweet styles, giving importers options for consumers with different tastes and levels of wine knowledge. Its acidity and fruit character can appeal to newcomers, while regional and vineyard differences offer more experienced drinkers reasons to explore.
Silvaner, Pinot Blanc and Pinot Gris broaden the offering beyond Riesling, although the customs figures do not show which varieties or styles drove the increase.
The rise in average import price is also significant. With value growing faster than volume, Germany’s gains were accompanied by a modest increase in the average value of wine entering China.
That does not necessarily establish a shift toward premium wines: changes in the mix of products shipped can also affect average prices. Nor do import figures measure sales to consumers or reveal how much stock remains in distribution channels. Still, growth across all three measures presents a stronger picture than rising shipment volumes alone.
A Substantial ProWine Presence
Germany will bring that performance to ProWine Shanghai, running Nov. 10–12 at the Shanghai New International Expo Centre.
Its pavilion in Hall W5 will feature 45 wineries and importers, including more than 10 exhibitors making their debut in the Chinese market. Their participation suggests continued interest in developing Chinese distribution despite the wider market’s difficulties.
The pavilion is organized by Germany’s Federal Ministry of Agriculture, Food and Regional Identity, with support from the German Wine Institute.
Beyond individual exhibitor stands, the program includes daily introductory classes and a shared tasting bar staffed by professional sommeliers. These sessions will give trade visitors a chance to compare wines across producers and styles.
A Nov. 11 masterclass led by certified German wine educator Wu Tan will focus on dry Riesling, examining its flavor profiles and market potential. The emphasis offers a broader view of a category often introduced to new drinkers through its off-dry and sweeter expressions.
For German producers, the fair provides an opportunity to turn recent import growth into new listings and distribution relationships. For Chinese buyers, it offers a chance to assess how a wider range of German whites might fit changing drinking habits.
The first nine months’ figures suggest an opening. Whether that translates into sustained growth will depend on consumer purchases, repeat orders and the ability of importers to maintain commercially viable prices.
See full list of exhibitors can be found below.
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