China’s Wine Imports Rebound in March

China’s wine imports showed signs of recovery in the first quarter, even as total volumes remained below a year earlier, according to customs data released this week and reported by China Daily.

In March, China imported 16.64 million liters of wine, up 16.78% from the same month a year earlier. The value of those imports rose 3.68% to $78.35 million, suggesting that demand improved even as the market continued to adjust after a long period of weakness.

For the full first quarter, however, imports still fell 10.56% year on year to 49.41 million liters. The total value edged up to $333 million, indicating that China bought less wine by volume but paid more for what it imported. The average import price climbed 11.83% to $6.75 a liter.

That shift points to a market moving toward higher-priced bottles and tighter inventory management, rather than broad-based growth in volume. Wine Business Observation, an industry portal cited in the report, said the trend reflects a move away from scale-driven expansion and toward efficiency and structural adjustment.

Australia remained the leading supplier of bottled wine in March, with imports valued at $20.13 million. The report said demand for mid-range labels such as Penfolds stayed steady after early-2026 prestocking orders were cleared. Treasury Wine Estates said sales momentum improved across major markets in its third quarter of fiscal 2026, and that Penfolds posted strong growth in China, with point-of-sale revenue rising 40% year on year during the Spring Festival period.

French wine imports also improved in March, reaching 1.6 million liters, up 4.63% from a year earlier, with value rising 10.12% to $19.89 million. The report said replenishment by food and beverage businesses, along with gifting and premium everyday consumption, helped support the rebound.

White wine imports from New Zealand and Germany grew outside the usual peak season. New Zealand shipments jumped 64.36% to 550,000 liters, while Germany’s rose 18.84% to 390,000 liters. The report said white wine is increasingly being consumed in casual and family settings.

Sparkling wine showed a mixed picture in March. Imports fell 14.84% to 390,000 liters, but their value increased 7.85% to $4.57 million. Italy led by volume at 220,000 liters, up 45.06%, while France led by value at $3.13 million, up 11.09%. Analysts cited in the report said sparkling wine is moving beyond holiday gifting and into social and personal occasions.

The report also pointed to stronger Chinese demand for Italian sweet sparkling wine last year. The Asti DOCG Consortium said sales of Moscato d’Asti in China rose 55% in 2025 from a year earlier. Its president, Stefano Ricagno, said demand from Asia, especially China, was encouraging despite a difficult year for the category.

Asia has become the third-largest export region for Moscato d’Asti, accounting for 18% of total international sales volume, driven by markets including China, Japan and the United Arab Emirates.

Industry observers said first-quarter data suggest China’s wine market is stabilizing after a period of adjustment, with competition likely to center more on product mix, drinking occasions and inventory control than on sheer volume growth.