China’s growing appetite for white wine is no longer a niche trend — and New Zealand Sauvignon Blanc sits squarely at the centre of it.

At the China Food & Drinks Fair in Chengdu, Vanessa Wu, China market manager for New Zealand Winegrowers, pointed to a striking statistic: white wine now accounts for 88% of New Zealand’s wine exports to China. A decade ago, the picture looked very different, with red wine still dominating shipments.

The reversal captures, in a single figure, how quickly Chinese consumer preferences have shifted — and how effectively New Zealand has positioned itself to ride that change.

The data was shared at the “2026 New Zealand Wine China Market Insights Forum,” co-hosted by New Zealand Winegrowers and New Zealand Trade and Enterprise, alongside insights from China’s leading e-commerce and social media platforms.

Charlotte Read, General Manager Brand at New Zealand Winegrowers, said the momentum reflects years of steady groundwork.

“Chinese consumers are voting with their glasses,” she said. “They are choosing fresher flavours, more relaxed drinking occasions, and a lifestyle centred on personal enjoyment. The ‘everydayisation’ of Sauvignon Blanc is not a slogan — it’s already happening.”

(From left to right:) Vanessa Wu, China market manager for New Zealand Winegrowers; Hong Boyong of Pran Cellar; Fongyee Walker MW; Celine Wang of New Zealand Trade and Enterprise; Chang Xiaoyu, wine buyer at Alibaba’s Tmall division; and Haohao, head of alcohol commercialisation at Red Note (xiaohongshu).

Growing against the tide

The rise of New Zealand wine stands out all the more in a market that continues to contract.

According to data shared by Celine Wang of New Zealand Trade and Enterprise, exports to China reached 5.36 million litres in 2025, up 58.5% year-on-year, with value increasing 31.5% to $44.48 million. New Zealand has now become China’s fifth-largest wine import source, achieving double-digit growth in both volume and value even as overall imports declined by roughly 27%.

At the heart of that growth is a simple story: white wine — and more specifically, Sauvignon Blanc.

The variety dominates the category mix and is now one of the most recognisable white wine styles in China. Its rise is visible across retail channels. On Alibaba’s platforms, Sauvignon Blanc ranked as the best-selling white grape variety in 2025, ahead of Chardonnay and Riesling.

The momentum has carried into 2026. New Zealand Sauvignon Blanc ranked second on Sam’s Club’s real-time white wine chart, took the top two spots in Freshhippo’s repurchase rankings, and filled the top three positions on Waima Alcohol Delivery’s popularity list.

The role of new retail

Part of the story lies in how wine is now being sold.

Instant retail — one of China’s fastest-growing channels — is proving especially important for white wine. Zhang Yang (Afred Zhang), wine buyer at Waima Alcohol Delivery, said white wine sales on Meituan’s platform jumped 103% year-on-year during the New Year period, with gifting accounting for about 20% of orders.

White wine’s appeal fits naturally with these new consumption patterns. Buyers tend to look for clear labelling, accessible pricing and reliable quality — while the style itself aligns with more casual, social occasions.

Zhang Yang (Afred Zhang), wine buyer at Waima Alcohol Delivery, reveals that white wines sales has been growing throughout the year, not limited just to summer.

The scale of change is striking. “In 2021, instant retail accounted for just 0.6% of the alcohol market,” Zhang said. “By 2026, penetration of instant retail in the wine category was initially expected to reach around 4.5%. But if you factor in instant retail from membership stores and other platforms, the actual penetration rate in the wine sector may already be close to 10%.”

The typical consumer profile is also becoming clearer: 25–40-year-olds account for 68% of users, women for 41%, and middle- to high-income groups for 85%, with around 20% of orders tied to dining and hospitality scenarios.

From seasonal to everyday

E-commerce data suggests the shift runs deeper than a passing trend.

In 2025, total wine sales on the platforms reached around RMB 3 billion, up 5% year-on-year, with both white and sweet wines posting double-digit growth.

New Zealand wine sales on the platforms rose 19% to RMB 68.08 million (US$9.85 million), with Sauvignon Blanc accounting for RMB 61 million (US$ 8.83 million), up 18%.

New Zealand now ranks among the top four wine origins on the platforms. Notably, more than half of sales occur outside the traditional summer peak, pointing to a shift toward everyday consumption.

Chang Xiaoyu, who oversees wine at Alibaba’s Tmall division

Among the top 20 dry white wines on Taobao and Tmall over the past 90 days, seven were Sauvignon Blanc products, generating over 8.1 million yuan in annual sales and contributing around 40% of total dry white wine revenue.

The core consumer base consists largely of women (57%), aged 25–35, concentrated in top-tier cities, including young professionals and middle-class consumers.

“These consumers are more open to recommendations and interaction,” said Chang Xiaoyu, who oversees wine at Alibaba’s Tmall division. “If brands can build a strong emotional connection, it becomes much easier to convert interest into sales.”

Breaking into the on-trade

The same pattern is beginning to reshape the on-trade.

Hong Boyong, CEO of importer Pran Cellar, said that according to IWSR data, white wine now accounts for about 25% of alcohol sales in China’s dining channels, with Riesling and Sauvignon Blanc making up nearly 80% of that segment.

Hong Boyong of Pran Cellar

White wine-focused bars are beginning to emerge in China, some offering exclusively white wines. Marlborough Sauvignon Blanc, in particular, has become a staple in these venues and a core product for by-the-glass programmes.

In restaurants, selection strategies tend to follow two paths: either competitive pricing or strong brand recognition.

“New Zealand Sauvignon Blanc offers consistent quality, so many restaurants choose more competitively priced options,” Hong said. “At the same time, well-known brands are easier for consumers to accept without much explanation.”

For less typical styles, he suggested targeting higher-end restaurants or specialised wine bars, where sommeliers can better communicate the product’s value. He also noted that Sauvignon Blanc pairs well with Japanese cuisine, making Japanese restaurants a natural entry point.

Younger consumers seek emotional connection

On social media, the trend is also gaining momentum.

Haohao, head of alcohol commercialisation at Red Note – the massively popular Chinese social media app – said wine-related searches on the platform rose 21.3% in 2025, while content exposure increased 10.3% and new posts surged 42%.

White wine has been one of the fastest-growing categories. “Sauvignon Blanc” ranked fifth among white wine-related search terms, indicating strong consumer awareness.

Haohao  said wine-related searches on the platform rose 21.3% in 2025

Haohao said wine is gradually breaking out of its traditional “elite consumption” image, moving into more frequent, everyday scenarios. At the same time, younger consumers are less receptive to overly technical or didactic messaging.

Content trends on Xiaohongshu have also shifted — from food pairing toward themes such as light drinking and emotional value, with keywords like “refreshing,” “slightly tipsy,” “intense” and “fruity” gaining prominence.

Roadshow to deepen market engagement

At the forum, Master of Wine Fongyee Walker led a tasting of eight premium New Zealand wines, showcasing the diversity of regions and styles, from Marlborough Sauvignon Blanc to barrel-aged expressions, as well as Pinot Gris, Chardonnay, Pinot Noir and Cabernet Sauvignon.

“‘Everydayisation’ doesn’t mean lowering standards — it means expanding occasions,” Zhao said. “Sauvignon Blanc is not just a wine; it’s a key that opens the door to New Zealand wine for Chinese consumers.”

The forum also marked the launch of the 2026 New Zealand Wine China roadshow. Following the China Food & Drinks Fair in Chengdu, the tour will visit Beijing (April 20), Wuhan (April 22) and Guangzhou (April 24).

More than 60 New Zealand wineries are expected to participate, showcasing new vintages from key regions including Marlborough, Hawke’s Bay, Central Otago and Martinborough.

The events will feature masterclasses and tastings, offering distributors, importers and wine professionals opportunities to connect directly with producers.

For those looking to tap into China’s growing white wine segment — and New Zealand’s rising profile within it — the roadshow presents a timely opportunity to engage with the category at source.