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China gives German wines much-needed boost
Global wine exports continue to falter, but white wines from Germany are bucking the downward trend in Mainland China thanks to increasing thirst from young consumers.
Data from the International Organisation of Vine and Wine (OIV) show that German wine exports were down 8% year-on-year in 2023. The contraction is in line with a trend across wine worldwide. Global wine production is set to hit a 60-year low in 2024, a 2% decline from 2023 and 13% below the ten-year average.
But for German wine at least there is a bright spot — Mainland China. According to the latest customs import data, German wine imports to the country have increased by 10.04% in volume and 8.9% in value through October compared to 2023.
From January to September this year, German wine imports reached US$20.1 million, a year-on-year increase of 6.58%. Volumes rose 6.14% in the same period to 3,573,139 litres.
These figures highlight the rising awareness and market share of German wines, particularly Riesling, in China.
“Germany is one of only three countries to achieve positive growth, a clear testament to the rising popularity of white wines in the Chinese market, particularly German Riesling,” said Makoto Nagae, CEO of ASC Fine Wines, one of China’s largest importers and distributors.
ASC Fine Wines has offered German wines to the Chinese market for over two decades. Wines of Germany China honoured ASC Fine Wines this year by recognising it as the 2015–2025 Best German Wine Importer in China.
ASC is the exclusive importer and distributor of Robert Weil and Joh. Jos. Prüm in China.
The importer’s partnership with Joh. Jos. Prüm has spanned around two decades. This year the two unveiled the official Chinese brand name Joh. Jos. Prum: 璞琅慕. Pronounced as “Poo-lang-moo” in Mandarin.
Weingut Robert Weil has been a part of ASC’s parent company, Suntory Group, since 1988, and the two partner in Mainland China.
German wines continue to do well in the market. JD.com, China’s leading e-commerce platform, reported in November that white wine sales on its platform rose from 9% of total wine sales in 2023 to 11% in 2024.
Hema, a grocery store chain owned by Alibaba, has shared positive results in the off-trade with wines from ASC’s portfolio, such as Robert Weil Skyblue performing particularly well.
The trend, according to Nagae, is being driven by “younger consumers who favour wines that are ‘light’, ‘a bit sweet’ and ‘novel’”. This is a major shift from previous generations of consumers, for whom wine, particularly red wine, has often been purchased for gifting or to show social status.
Riesling is leading the charge, and “remains Germany’s flagship grape in China”, Nagae said. Riesling was the most-searched wine keyword on JD.com in the summer of 2024, highlighting its growing appeal in the Chinese market.
Beyond Riesling, Germany’s range of white grape varieties — including Müller-Thurgau, Pinot Blanc, Silvaner, and Pinot Gris — add depth to the country’s offering.
“With approximately 103,000 hectares of vineyards and a cool-to-moderate climate ideal for white grape varieties, Germany produces wines with bright acidity and fresh, elegant styles that resonate with the tastes of younger consumers,” said Nagae.
Meanwhile, Pinot Noir continues to enhance Germany’s reputation for producing exceptional red wines.
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