European wine enters China at a 14 percent tariff disadvantage to Australia, Chile, and other free trade partners and must meet updated registration rules and a new labelling standard. In the second of two articles, we look at market access requirements and what China’s changing wine market means for European producers.
China’s imported wine market, as outlined in a previous article on this series dedicated to China’s wine market, is becoming smaller and more selective. Import volumes fell 11 percent in H1 2026, while import value remained broadly stable, reflecting stronger demand for higher-value wines and growing interest in sparkling and white varieties.
For European producers, this shift makes market access increasingly important. Entering China requires more than identifying demand: exporters must navigate import procedures, product registration and labelling requirements, customs formalities, and the regulatory rules that govern wine entering the Chinese market.
Market Research and Market Study
Weighing demand for your products in China? DSA can size the market, map competitors and distribution channels, and help you find the right positioning and price point for Chinese buyers.The tariff gap
Without a free trade agreement (FTA), EU wine pays China’s most-favored-nation (MFN) import duty of 14 percent on bottled and sparkling wine and 20 percent on bulk wine. Australia, New Zealand, Chile, Georgia and, since May 2026, South Africa enter duty-free.
All imported wine also pays a 10 percent consumption tax and 13 percent import VAT, levied on top of the duty. China’s 2026 tariff adjustments included no wine-specific changes.
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Import Duties on Bottled Wine by Origins |
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|---|---|---|
| Origin | Import duty on bottled wine | Basis |
| Australia | 0% | China–Australia FTA (duty eliminated in 2019); anti-dumping and countervailing duties removed March 29, 2024 |
| New Zealand, Chile, Georgia | 0% | Bilateral FTAs |
| South Africa | 0% | Early harvest arrangement from May 1, 2026 (initially for two years) |
| Serbia | Falling to 0% | China–Serbia FTA, in force since July 1, 2024; duty cut by 20% a year over five years |
| EU member states, Moldova, Argentina | 14% | MFN rate (20% for bulk wine) |
| United States | 39% (basic duty)¹ | MFN rate plus retaliatory tariffs |
Note: All origins also pay 10% consumption tax and 13% import VAT. Excludes a further 24% retaliatory tariff suspended until November 10, 2026 (the US says this will be extended to January 10, 2027; China has not yet confirmed).
Because these taxes compound, a bottle with a customs (CIF) value of US$10 carries about US$4.31 in border taxes if it comes from the EU, against US$2.56 from an FTA partner. It therefore arrives 14 percent more expensive before any distributor or retail margin.
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Illustrative Border Taxes on a Bottle of Wine with a CIF Value of US$10 |
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|---|---|---|---|
| US$ | FTA origin (0% duty) | EU (14% duty) | United States (39% duty) |
| Import duty | 0.00 | 1.40 | 3.90 |
| Consumption tax (10%) | 1.11 | 1.27 | 1.54 |
| Import VAT (13%) | 1.44 | 1.65 | 2.01 |
| Total border taxes | 2.56 | 4.31 | 7.45 |
| Duty-paid cost | 12.56 | 14.31 | 17.45 |
Note: Consumption tax is levied on (CIF + duty) ÷ (1 – 10%); VAT on CIF + duty + consumption tax. Totals based on China Briefing calculation.
Tariffs are not everything, however. China’s imports of duty-free Chilean wine fell 30 percent in value in 2025, while German wine, which pays the full duty, grew 11 percent in volume. Style, brand, and channels matter as much as duty rates.
EU–China trade tensions
Trade frictions add a layer of risk. Since 2024, China has imposed trade remedies on EU brandy, pork, and dairy, and a social media account linked to state broadcaster CCTV has twice named EU wine as a possible target, most recently in February 2026.
No formal investigation has been reported so far, but with EU–China trade talks facing an October 2026 deadline, exporters should follow developments closely (see our EU–China relations timeline). In earlier cases, final duties on pork and dairy were set well below provisional levels, and brandy exporters could offer price undertakings, so keeping clear pricing and cost records is prudent.
Registration and labelling requirements
GAC Decree No. 280 replaced Decree No. 248 on June 1, 2026, as the framework for registering overseas food manufacturers. Wine does not require a recommendation from the exporting country’s authorities, as confirmed by GAC Announcement [2026] No. 27, so wineries register themselves through the China Import Food Enterprise Registration (CIFER) system. Registrations are valid for five years and now renew automatically, and existing registrations remain valid. Import declarations must now include the producer’s registration number, so wine from an unregistered producer cannot clear customs (see our guide to the new rules).
Imported wine must also carry a Chinese label showing, among other things, the product name and type, alcohol content, net content, country of origin, the importer’s name and address, sugar content, and a health warning.
The new general labelling standard, GB 7718-2025, takes effect on March 16, 2027. It allows digital labels and lets wine omit date marking if a batch number is shown, according to an official Q&A.
What this means for European producers
There is no single “European” strategy for China:
- Established origins such as France, Italy, and Spain benefit from recognized regions, many of them protected in China since 2021 under the EU–China Agreement on Geographical Indications. Their task is to move beyond banquet and gifting reds toward food pairing, casual occasions, sparkling, and white wine, and to protect prices by managing inventory and parallel imports.
- Smaller origins start from a lower base. Bulgaria is a case in point. China was its second-largest wine export market in 2017, but according to Eurostat data, Bulgaria’s wine exports to China fell from about EUR 4.6 million that year to around EUR 36,000 in 2025. Bulgarian producers have repositioned toward value, with export revenue per liter up around 1.5 times since 2022, according to the Executive Agency for Vine and Wine. They also have assets to build on: indigenous grapes such as Mavrud, Melnik, Rubin, and Dimyat, and two wine PGIs, Thracian Lowlands and Danube Plain, that are among the 175 EU names on the GI agreement’s second list. Producers should confirm their current protection status in China.
Import and Export Compliance
Unsure whether your products require a licence or additional registration? DSA can screen your goods, map the approvals you need, and structure your supply chain for customs compliance.Georgia and Moldova show what can work for smaller origins: a coherent national story, styles suited to Chinese palates, strong digital channels, and sustained promotion tied to a committed importer. Collective platforms can lower costs, including the free-of-charge pavilion that Sofia-based APACCCEEC organized at the China-CEEC Expo in Ningbo in 2025, EU co-financed promotion programs, which list China among high-growth markets, and the EU SME Centre’s wine market resources.
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Opportunity Map for European Wines in China |
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|---|---|---|
| Segment | What the data show | European styles well placed |
| Sparkling wine | The only import category to grow in volume in 2025; up 16% in volume and 21% in value in H1 2026; sweet, lower-alcohol styles lead | Prosecco, Asti and Moscato d’Asti, Cava, Crémant, sparkling wines from Central and Eastern Europe |
| Fresh and aromatic whites | New Zealand volume up 58.5% and Australian white wine volume up 77% in 2025; German volume up 11% | Riesling, Grüner Veltliner, Albariño, Vinho Verde, Sauvignon Blanc, indigenous whites such as Dimyat and Misket |
| Lighter and softer reds | Importers report lighter, more approachable reds outperforming heavy reds; Georgian semi-sweet reds growing at accessible prices | Pinot Noir, Gamay, Valpolicella, softer styles of indigenous reds |
| Everyday value (RMB 50–200) | The best-selling price band; Sam’s Club’s top sellers mostly below RMB 100 | Well-made regional wines with clear varietal labeling |
| Premium and fine wine | Established brands still sell, but buyers are price-sensitive and discipline over allocations matters | Top appellations and estates with brand recognition |
A checklist for exporters
- Choose a lane: Compete as a premium brand or in the RMB 50–200 everyday segment; the middle, where traditional gifting reds sit, looks most exposed.
- Lead with style and occasion: Position wines for food pairing, casual dining, and home consumption.
- Pick partners for reach: Favour importers with access to e-commerce, instant retail, and membership stores, and be ready to support marketing and accept smaller orders.
- Protect your price: Keep pricing consistent across channels, control allocations, and monitor parallel imports.
- Get compliance right: Keep your CIFER registration valid and its number on packaging and declarations, check Chinese labels, and prepare for GB 7718-2025.
- Get in front of buyers: Visa-free entry for citizens of Bulgaria and major EU wine-producing countries runs until December 31, 2026, and the Hong Kong International Wine & Spirits Fair (November 5–7), the China International Import Expo (November 5–10), and ProWine Shanghai (November 10–12) are the next key events.
- Manage trade risk: Follow EU–China trade talks and avoid overstocking the channel.
Key takeaways
China remains a demanding market for European wine, but not a closed one. Producers that match their styles and prices to how Chinese consumers now drink, choose partners with the right reach, and get compliance right can still build a profitable position, even at a tariff disadvantage.
How Dezan Shira & Associates can help
Dezan Shira & Associates supports foreign companies entering and expanding in China’s food and beverage market, with advice spanning market entry, import and export compliance, product registration, customs requirements, and supply chain structuring.
For wine producers and distributors, our teams can help assess regulatory requirements, navigate China’s import procedures, and structure operations to support compliant market access. Contact our local team for further information.
