China's wine imports in the first quarter show signs of stabilization after a period of adjustment, said the General Administration of Customs.
In March, wine imports reached 16.64 million liters, up 16.78 percent from a year earlier, with a value of $78.35 million, a 3.68 percent increase. However, cumulative figures for the first quarter show the market remains in transition.
Total wine imports in the first quarter fell 10.56 percent year-on-year to 49.41 million liters, while the value edged up slightly to $333 million. Average import prices rose 11.83 percent to $6.75 per liter, signaling a shift toward higher-quality, profit-focused operations. It also indicates that the market is moving away from scale-driven growth toward efficiency and structural optimization, said Wine Business Observation, a wine industry portal.
Australia led imports of bottled wine at $20.13 million, reflecting stable demand for mid-range brands like Penfolds after early 2026 prestock orders were cleared. Treasury Wine Estates reported that sales momentum rebounded across key markets during the third quarter of fiscal year 2026. Its flagship Penfolds brand enjoyed robust growth in China, with point-of-sale revenue surging 40 percent year-on-year during the Spring Festival period.
