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New customs data reveals shifting patterns in China’s imported wine distribution during 2024, offering insights beyond traditional export-focused analyses.  This year’s figures highlight how provincial markets are adapting to global wine trends, influenced by economic conditions, evolving consumer preferences, and strategic trade developments.

Top Provincial Markets for Imported Wines

Of China’s 31 provincial-level regions, 29 imported bottled wine (≤2L) in 2024, with Ningxia and Qinghai being the sole exceptions.  Coastal economic hubs continue to dominate, led by Shanghai, Guangdong, Zhejiang, and Fujian.  These regions not only serve as primary entry points for international wines but also drive consumption, underpinned by robust economies and established wine cultures.

Australia’s Remarkable Rebound

Australia’s resurgence in China’s wine market emerged as a defining trend in 2024.  Post-tariff removals, Australian imports skyrocketed, especially in Guangdong and Fujian, where they surpassed all other nations in value.  This surge reflects rising demand for premium Australian labels like Penfolds, bolstered by parallel imports and Guangdong’s role as a major trade gateway.

Notably, Shanghai—home to key importers like TWE (Shanghai) Trading Co., Ltd.—remained loyal to French wines, with Bordeaux, Burgundy, and Champagne retaining dominance.  This underscores the city’s cosmopolitan palate and the enduring prestige of French viticulture.

Regional Price Variations

Shanghai’s market leans heavily toward luxury wines, with four of its top five source countries (excluding Chile) averaging over USD 10 per liter.  In contrast, provinces like Guangdong and Fujian saw only Australian wines exceed this price threshold, signaling a preference for affordability outside Shanghai’s high-end niche.

China’s imported wine landscape in 2024 reflects a complex interplay of regional tastes, economic priorities, and global trade dynamics.  While coastal provinces drive premium demand, affordability and shifting consumer habits reshape markets, signaling both opportunities and challenges for global exporters.