Wine Distribution in China

The wine market in China: Dynasty, Great Wall and Zhangyu, ASC Fine Wines, Summergate, French Wine Paradox, Torres, Mercuris, Aussino, H&L Fine Wines

The wine in China has a very long history dating from 2,000 years ago, although not in a style resembling western wines until the 20th century. With the influence of western eating and drinking habits, the wine market is a fast developing market in China. Wine is now becoming the favorite drink of the wealthy younger generations of urban Chinese, and the favored drink of China’s elites. As every market in China, it attracts investors from all over the world. About 90% of wine consumed in China is produced locally. Among the main producers of Chinese wines, these three brands are the most popular in China: Dynasty, Great Wall and Zhangyu. Many trade companies have added wine business import to their portfolio. Then they will sell wines to wholesalers, wine bars, hotels, restaurants, wine stores and supermarkets. The major foreign actors in Chinese market are ASC Fine Wines, Summergate, French Wine Paradox, Torres, Mercuris, Aussino, H&L Fine Wines. Still the red wine sales are expected to continue their acceleration, with stricter drink-driving laws in China also likely to push the customers to lower alcohol grape wines(less than 15 percent alcohol).

Distribution of Wine in China: Auchan, Lotus, Wal-Mart, Metro and City shop

Traditionally, there are two sales channels for wine- retail and Horeca(Restaurants, Cafes and Hotels). The leading distributors of imported premium wine are still foreign companies. The distribution channels include wholesalers, off-trade, on-trade and direct sales. The off-trade channel is composed of all the sales points where people can buy wines. Such as supermarket like Auchan, Lotus, Wal-Mart, Metro and City shop. In China, the distributors tend to mark-up imported wine as much as 100 to 200 percent and restaurants and hotels typically add 250 to 300 percent to the distributor price.

Online Wine distribution:,,,,

In China, there are not many big wine distributors. But there are plenty of online wine distribution website, such as,,,, and so on. The website selling different kinds of wines ranging from the imported ones to domestic made ones with lower prices.

Images and graphs: Wine in China

About Distribution in China from Daxue Consulting China

Posted in Distribution China, Market research China, Retail in China, Yuqi and tagged , , .


  1. “Le Grand Larousse du Vin”: the world reference of wines has now its Chinese language version

    Class Multimedia, the editor of the Chinese version of the renowned encyclopedia of wine “Le Grand Larousse du Vin” has recently published the book after two years effort. This is the very first time such an encyclopedia of wines in native Chinese language has been published.

    The beautifully illustrated 640 page large format hardcover Larousse encyclopedia aims to bringing to Chinese wine lovers and connoisseurs with exhaustive documentations and knowledge base, from wine’s origin and its history to wine selection and appreciation and from the best renowned French Bordeaux to Indian Vineyards.

    Marketed as a marketing tool for wine vendors, the Chinese edition 拉魯斯葡萄酒百科全書 is only available in selected fine wine boutiques. In Mainland China, the Larousse encyclopedia is accompanied by a bottle of prestigious wine, packaged in a beautiful wood gift case and sold in the 50 wine stores of Le Vieux Monde who is the exclusive China partner of the Class Multimedia. Wine culture education is considered by many as an ally for wine promotion, the exclusivity partnership is giving to Le Vieux Monde distinguish competitive edges.

    In Taiwan, HK and Singapore, Class Multimedia is currently looking for a capable chain store partner and has designed an original program supporting his future partner’s sales and marketing.

    上品傳媒Class Multimedia, Contact : WANG Jue, +33 6 2685 7407

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