Changyu to sell wines from its Australian vineyards in June

China’s biggest domestic winery, Yantai Changyu Pioneers, will start selling wines made from its recently purchased Australian winery as early as June this year, to create “a new growth engine”.

One of Changyu’s wineries in Ningxia

“Consumers are changing,” said Zhou Hongjiang, the company’s new chairman, who took over in January. “People born in the ’50s and ’60s may like Baijiu but younger consumers born in the ’70s and ’80s want to try new things,” he was quoted as saying in a Bloomberg report.

The winery purchased a majority stake in Australia’s boutique winery Kilikanoon Wines in Clare Valley last December for a total sum of AU$20.6 million, with an eye on Australian wine’s growing allure in mainland China.

Domestic wine production, as reported by dbHK, has been steadily declining, and for the fifth year its volume dropped to a new low at 10 million hectolitres, while imported wine has been steadily growing as a category.

Aware of the shifting dynamics, Changyu is looking to increase sales of its brandy products and imported wines in the coming years, said Zhou.

At the moment, the company’s local wine sales take up about 80% of Changyu’s total sales with 5% for imported wines and the rest being brandy.

In the coming years, however, it is estimated that local wine sales will decrease to about 50%, while imported wines will rise to around 20% and the remaining 30% will be brandy, and the company is hoping to use the spirit to steal a bigger share from the popular Baijiu market, he revealed.

Changyu also has wineries in France, Spain and Chile.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Marketing Manager

Amathus Drinks Plc
London, UK

Partner Manager - Manged On-Trade

Maverick Drinks
London, UK

Brand Manager

Hatch Mansfield
Ascot, Berkshire

Events Sales Executive

The Drinks Business Hong Kong
Hong Kong

Head of Sales

London, UK

Logistic and Fullfilment - Whisky (and wine) administrator

Stilnovisti Ltd
London, United Kingdom // Dufftown, Keith, United Kingdom

Account Manager

Harviestoun Brewery
Field Based, UK

Buyer - Spain & South America

London, UK

Events Sales Manager

Field based - London or surrounding area


5th Nov 2018

Exploring Beaujolais Wines Across The Years & Appellations

Manchester,United Kingdom
6th Nov 2018

Pink Rosé Festival

7th Feb 2019
Click to view more

Green Awards 2018

Deadline : 19th October 2018

Rioja Masters 2018

Deadline : 26th October 2018

Click to view more

The Global Sparkling Masters 2018

As with all of the drinks business awards, our judging panel is comprised of Masters of Wine, Master Sommeliers and senior buyers making the competition globally renowned.

Champagne Masters 2018

Enter your wines into the Champagne Masters 2018, the only blind competition dedicated to Champagne in the UK.

Click to view more