Meldungen aus dem DWI

China: Awareness for Riesling and Pinot Noir continues to rise


Riesling and Pinot Noir (Spätburgunder) are in the Top5 grape varieties regarding awareness, consumption and conversion amongst all Chinese urban upper-middle class wine drinkers. According to a 'wine intelligence' study 44 percent of this group are aware of Germany as a wine-producing country.

The latest study reveals that there is a growing sales potential for Germany's two most important grape varieties: Riesling and Pinot Noir (Spätburgunder).

The world’s fifth-largest wine market

China’s recent economic slowdown and market volatility have been making the headlines along with their impact on individual investors and consumers. Despite the general economic “malaise”, China’s imported wine market made significant headway in 2015, with consumption volume of imported wine reaching 43.7 million 9-litre cases, a 37% increase vs 2014 (source: the IWSR estimate, based on imported bottled wine volume figures released by Chinese Customs).

The latest research by Wine Intelligence confirms the growth of the imported wine market despite a slowing economy. In our latest comprehensive market calibration study, we found there to be around 48 million urban upper middle class imported wine drinkers in China, up from 38 million in 2014. The continued rise in disposable income, massive growth in e-commerce, and bilateral trade deals (reducing import tariffs and helping imported wine sell at reasonable prices) have made imported wine affordable and accessible to more households across the country.

For more details regarding e.g. consumption frequency and habbits, imported wines as well as consumer spendings in on- and off-trade please contact:

German Wine Institute: Eberhard Abele, +49 (0)6135 /9323-153

Wine Intelligence: Wilhelm Lerner, +49 175 580 6151