China Cut EU Bottled Wine Imports 16.6% in the First Half of 2026

China imported much less bottled wine from the European Union in the first half of 2026, adding to pressure on European producers that had counted on Chinese demand to absorb premium stock.

Chinese customs data published on August 23 showed that imports of bottled wine from the EU fell 16.6% by volume from a year earlier between January and June. By value, the decline was smaller, at 7.9%, leaving total imports at US$251 million.

That means the comparable value for the same period a year earlier was about US$272.5 million, a drop of roughly US$21.5 million. Because the value fell less than the physical volume, the declared value per unit imported rose by about 10.4%. That shift can reflect higher pricing, changes in the mix of wines shipped, exchange-rate effects, or the removal of cheaper labels from orders.

The customs figures point to a market that remains weak even as suppliers try to protect margins. Traders say the sharper drop in volume shows that importers are buying fewer bottles while working through stock that is already sitting in warehouses and on store shelves.

Arsen Zhao, a Chinese-French wine merchant based in Paris, told the South China Morning Post that his business in France remains solid but that he is seeing far fewer customers from Asia than before, especially from China. He said Chinese buyers have traded down to cheaper options and that large amounts of European wine imported earlier have not yet been sold, keeping inventories high and slowing fresh orders.

The inventory overhang has also started to affect pricing. Zhao said some high-end French wines are now selling for less in China than in France, an unusual situation for products that once benefited from strong demand and a premium image in the Chinese market.

The downturn reflects several changes in China at the same time. Consumers have become more cautious as income growth has slowed, reducing spending on imported discretionary goods. Drinking habits are also shifting, with wine facing competition from other alcoholic drinks and from lower-priced alternatives. At the official level, tighter scrutiny by Beijing of lavish banquets and government entertaining has further reduced demand for expensive imported bottles that were once closely linked to business meals and formal events.

For European wine producers, China had long been viewed as one of the industry’s most promising export destinations, particularly for French labels and other premium brands. The latest figures suggest that the market is no longer providing the same support, especially for bottled wine shipped from the EU.

The smaller fall in value than in volume offers only limited comfort to exporters. A rise in average declared value per unit can suggest that importers are favoring higher-priced bottles, but it can also mean that cheaper wines are being cut from orders because they are harder to move in a weak market. Either way, the data show that less wine is entering China from Europe in physical terms.

That trend matters for producers across the bloc because bottled wine exports depend not only on demand from end consumers but also on the confidence of importers, distributors, and retailers. When inventories stay elevated, each link in the supply chain becomes more cautious. Importers delay restocking, distributors resist carrying more product, and retailers reduce discounts only when they are sure existing stock can be cleared.

The pressure is especially visible in a market where imported wine was once associated with gifting, status, and business hospitality. Those drivers have weakened. Merchants now face a customer base that is more price-sensitive and more selective, and they must compete in a market where unsold stock from earlier shipments is still weighing on new business.

The customs numbers do not show how quickly the market may recover, but they confirm that the slowdown is not limited to sentiment alone. A 16.6% decline in volume in just six months points to a substantial contraction in physical demand for EU bottled wine in China. With prices under strain and stocks still high, European exporters are increasingly being pushed to look for growth outside a market that once seemed central to their long-term plans.