China’s demand for wine has started to increase after the setback in 2014. Calculations according to ISMEA and UIV data on the China Custom report for the first nine months of 2015, showed a surge of imports by 48% in volume for €1.3 billion (+ 60% compared to the same period in 2014). The main products were, as usual, bottled wine (+ 39%) representing 73% of volume and over 90% in value. Bulk importation has also seen substantial increase, while sparkling wine is slowing down (-7%).
Double-digit growth rates, but significantly lower than the French and Spanish competition. During the reporting period, Chinese imports of Italian wine grew by almost 20% in value (+ 14% of the amount), compared with an increase of 57% and 37%, respectively, obtained from France and Spain. A very positive performance for Italian bottled wines that according to Chinese sources grew by 23% in volume and 27% in value compared to the first nine months of 2015.
Italy is the fifth largest wine supplier in China, with a market share reaching 2.5% in volume and 5% of the total turnover in China.
“Growth in Italian export is neither random nor episodic – confirm some major industry players surveyed by UIV-ISMEA. The excellent value for money, the wide variety of our products that can meet various needs, the Chinese consumption patterns and, lastly, the flexibility and the willingness of Italian businesses to create branded wines that are requested by the distributors, are the elements of a successful business that now begin to give their the first fruits. The growth of the knowledge of our wines by the Chinese consumer, who began to associate Italy not only with fashion but also with food and wine, is just beginning, and must be supported with an investment promotion “system” able to continue information and education activities, according to figures that have just been published, in order to confirm a winning strategy for growth,which is set to continue in the future. ”
The rediscovered momentum in orders in China benefits mostly the southern hemisphere productions, with Australia and Chile in the lead, who scored a record increase in sales, respectively + 123% and + 71% from January to September 2014. The excellent performance of Australia – the second wine supplier in the Chinese market after France – was favoured by the gradual reduction of duties in trade with Beijing, which started in 2015 with the Free Trade Agreement and which should lead to the complete removal of the tariff barriers in 2019.
