Tibetan Plateau’s 3,700-Meter Vineyards Export Wine for First Time, Generating $110 Million Industry Revenue

A small shipment of wine produced on the Tibetan plateau in China has recently been exported, marking the region’s first attempt to enter the Hong Kong market. The shipment, made by Pazhu Vineyard in Shannan, southern Tibet, included 84 bottles of various types, such as ice wine and dry white wine. This is also the first time that wine from Shannan has been exported outside mainland China.

The owner of Pazhu Vineyard, Qu Tianwen, confirmed that additional export orders are already underway this month, with buyers mainly based in Hong Kong and Macau. Many of the first customers are individual consumers who previously traveled to Tibet and decided to place orders after tasting the wines at the vineyard. According to Qu, what impressed these customers most were the extreme growing conditions of the estate. “The key is altitude,” he said. “Our vineyards are well above 3,500 meters, and this creates a very different expression compared to wines from lower altitudes.”

Qu recalled that a buyer from Hong Kong noted that after allowing the ice wine to settle in the glass, it developed aromas reminiscent of cordyceps, a prized medicinal fungus commonly associated with the Tibetan plateau. Samples were later analyzed by the Chinese Academy of Sciences, which found two protein molecules also present in cordyceps. “This kind of distinctive flavor reflects the uniqueness of our environment,” Qu said.

Pazhu Vineyard is one of Tibet’s first wine producers. The estate began planting vines in 2011 and now manages vineyards in both the Lhasa River valley and Yarlung Tsangpo River valley in Shannan, at altitudes ranging from 3,507 to 3,716 meters. Its vineyards have been recognized by Guinness World Records as the highest in the world.

Tibet has long been known internationally for its dramatic landscapes and unique culture. Traditionally, agriculture in the region focused on livestock and highland barley. In recent years, however, winemaking has started to emerge as a niche industry shaped by Tibet’s extreme climate and growing interest in products tied to terroir.

According to data published by Tibet Daily, there are currently eight wineries operating in the region. Including producers of beer, barley-based spirits and baijiu, it is estimated that Tibet’s alcoholic beverage industry generated more than 800 million RMB (about $110 million) in industrial revenue last year.

The region has also begun attracting investment from established Chinese wine producers. In March 2024, Xige Estate—a leading winery from Ningxia—announced plans to develop a high-altitude winery in Chamdo, eastern Tibet. The project involves acquiring and planting several thousand mu (a Chinese unit of area) of vineyards and is seen as a strategic expansion beyond Ningxia, China’s most established wine region. Xige’s founder Zhang Yanzhi described the project as an effort to build a boutique winery that showcases China’s high-altitude terroirs and as part of a broader strategy to explore new expressions of Chinese wine.

Despite its promise, Tibetan wine faces significant structural challenges. The average altitude in Tibet exceeds 4,000 meters and its rugged terrain makes transportation slow and expensive. While the Qinghai-Tibet railway provides a vital link, travel times remain long and road transport costs can be two to three times higher than in eastern China. The lack of a mature supply chain further increases costs: bottles, corks and other materials must typically be shipped into the region while finished wines must be transported out—adding expenses not seen in more established wine regions.

Viticulture itself is also riskier at these heights. Frost, strong winds and low oxygen levels make vine cultivation slow and unpredictable. At Pazhu Vineyard some vines reportedly take up to a decade before producing fruit suitable for winemaking.

Market awareness remains another hurdle. Many consumers currently approach Tibetan wine out of curiosity rather than a clear understanding of its style or quality framework. “This means there is still a long way to go in terms of education and brand building,” said Liu, an industry observer.

For now, this first small shipment to Hong Kong represents a symbolic step: introducing one of the world’s highest wine regions to an international audience and testing whether an extreme terroir can translate into lasting demand beyond the plateau.