China’s Wine Market Shifts Toward Casual Consumption and Younger Demographics

China’s wine market is undergoing a significant transformation, according to Josh Gu, Project Director of ProWine Shanghai and Hong Kong. Gu has observed the country’s wine industry for more than twenty years and says that while some see uncertainty, he sees a recalibration that brings new opportunities for producers who are ready to adapt.

Recent data shows that China’s wine market is facing challenges. Corporate spending on wine has softened, traditional consumption patterns are shifting, and established sales channels are under pressure. However, Gu believes these changes do not signal a decline but rather a transition. He points out that the formal business banquets and gifting occasions that once drove much of China’s wine consumption are less prominent now. Instead, younger consumers are increasingly integrating wine into their daily lives, and home consumption is on the rise.

This shift in consumer behavior is changing how wine is perceived and enjoyed in China. The market is moving away from formal occasions toward more personal and casual settings. For international producers, this means they must rethink their strategies. Gu notes that easy-drinking wines are becoming more popular, and innovations in packaging and formats are now essential. Producers with diverse portfolios, including options beyond traditional red wines, are seeing better results.

Gu highlights the growing interest in white wines, especially varieties like Riesling and Sauvignon Blanc. He recommends that producers prioritize white wines to meet the evolving tastes of Chinese consumers. As wine becomes more common at casual gatherings and with lighter meals, approachable styles gain value. There is also a noticeable increase in demand for low- and no-alcohol wines, which appeal to consumers who previously avoided alcohol altogether.

ProWine Shanghai itself has adapted alongside the market. The event now serves as more than just a showcase for products; it connects international producers with Chinese trade buyers and offers educational forums and masterclasses. The visitor profile at ProWine Shanghai reflects the changing landscape of China’s wine industry. While traditional importers and distributors still attend, there is growing participation from representatives of new retail and digital channels such as Meituan, Douyin, Sam’s Club, and ALDI. More than half of the visitors come from outside Shanghai, demonstrating the event’s national reach.

Gu describes the current state of China’s wine market as a “barbell pattern.” There is strong demand at both ends: high-end established brands and value-driven everyday wines. The middle segment faces more pressure. Producers who can clearly position their offerings at either end of this spectrum have better chances of success. Gu advises first-time exhibitors to align their product ranges with current demand trends, focus on white wines and credible low-alcohol options, and reach out to regional buyers before the show to maximize their exposure.

Despite global economic headwinds and recent exits by some traditional importers, Gu remains confident about China’s long-term potential as a wine market. He believes that China still has the capacity to become the world’s largest single wine market over time. A new generation of buyers is entering the scene—these are not short-term opportunists but partners looking to invest for the future.

For international producers navigating an increasingly complex global marketplace, China presents both challenges and opportunities. Success requires adaptation: offering lighter styles, flexible formats, and clear positioning in response to evolving consumer preferences. Gu emphasizes that ProWine Shanghai provides an efficient way for producers to meet committed partners face-to-face across the entire value chain—a crucial advantage in an industry where personal relationships matter.

ProWine Shanghai will take place from November 12 to 14, 2025 at the Shanghai New International Expo Center (SNIEC). Organizers expect strong participation from both domestic and international stakeholders as they look to engage with China’s changing wine landscape.