Despite the global slowdown in wine exports, German white wines are finding a receptive and growing market in Mainland China. Driven by shifting consumer preferences among younger drinkers, Germany’s signature varieties — especially Riesling — are enjoying a surprising boost in a challenging international wine market.

German wines defy global export slump

The International Organisation of Vine and Wine (OIV) reports that global wine exports declined by 8% in 2023, and production is projected to hit a 60-year low in 2024. These figures reflect a broader contraction in the industry, as demand softens in several traditional markets and extreme weather impacts yields.

German wines, too, experienced this decline on a global scale. Exports fell in line with the trend, but there’s one market where the story is different: China. According to Chinese customs data, wine imports from Germany rose by 10.04% in volume and 8.9% in value in the year to October 2024.

Between January and September alone, German wine imports reached $20.1 million, marking a 6.58% increase in value and 6.14% increase in volume. These figures stand in stark contrast to most other importing countries, and they offer a hopeful outlook for German winemakers looking to tap into Asian markets.

Riesling drives renewed interest in white wines

The surge in demand is largely driven by Germany’s best-known export — Riesling. Known for its bright acidity, floral aromatics, and range of styles from dry to sweet, Riesling is resonating with a new generation of Chinese wine drinkers. Makoto Nagae, CEO of ASC Fine Wines, described the trend as evidence of a broader shift: “Germany is one of only three countries to achieve positive growth, a clear testament to the rising popularity of white wines in the Chinese market, particularly German Riesling.”

ASC Fine Wines has long been at the forefront of German wine promotion in China. In recognition of its efforts, Wines of Germany China named ASC the Best German Wine Importer for the 2015–2025 period. ASC exclusively imports brands like Robert Weil and Joh. Jos. Prüm, two producers with strong reputations for quality Riesling.

To solidify its presence, ASC recently unveiled a Chinese brand name for Joh. Jos. Prüm — 璞琅慕, pronounced “Poo-lang-moo” — offering a more accessible identity for local consumers. Its connection with Robert Weil, part of parent company Suntory Group since 1988, further cements its dominance in premium German offerings.

Young Chinese consumers reshape the wine market

What’s behind this rising interest in German white wines? According to industry insiders, the answer lies with younger consumers. Rather than purchasing wine to signal status or as a gift — habits common among older generations — today’s drinkers are more curious, health-conscious, and drawn to wines described as “light,” “a bit sweet,” and “novel.”

This change is visible in China’s top online retailers. JD.com, one of the country’s largest e-commerce platforms, reported that white wine now accounts for 11% of wine sales, up from 9% the previous year. Riesling also became the most-searched wine keyword on the platform in summer 2024. Offline, supermarket chain Hema — owned by Alibaba — has seen strong sales of German whites, particularly the Robert Weil Skyblue label, also distributed by ASC.

Germany’s cool-to-moderate climate and winemaking traditions make it ideally suited to meet this demand. With over 103,000 hectares of vineyards and a focus on white varietals, German winemakers produce wines that are crisp, aromatic, and full of vibrant acidity — qualities that increasingly appeal to China’s younger generation of wine enthusiasts.

A broader portfolio beyond Riesling

While Riesling leads the charge, Germany’s white wine diversity offers further potential for growth in China. Other grapes such as Müller-Thurgau, Pinot Blanc, Silvaner, and Pinot Gris are beginning to gain attention, adding variety and depth to Germany’s export offerings.

As Nagae noted, “Germany produces wines with bright acidity and fresh, elegant styles that resonate with the tastes of younger consumers.” This nuanced portfolio could prove especially attractive as Chinese consumers continue to explore new styles beyond traditional red wines.

At the same time, Germany is making waves with its red varietals, particularly Pinot Noir (known locally as Spätburgunder). Though white wines dominate current trends, the increasing interest in premium wines across China could pave the way for more German reds to enter the conversation.

In a time when global wine sales are facing serious headwinds, Germany’s success in China offers a refreshing narrative — one that’s built on innovation, quality, and a keen understanding of shifting consumer tastes.