"Wine Region Promotion Award" for Wines of Germany China

This makes Germany the only foreign wine-growing country to receive this award. The award follows the win of the „International Wine Region of the Year“ award by Tmall and LookVin Media earlier this month, which underlines the successful promotion of German wines in China.

Riesling most sought-after grape variety

Despite a downturn in the Chinese wine market, German wines recorded an increase of 6.58 per cent in import value and 6.14 per cent in volume in China in the first three quarters of 2024, according to Chinese customs data. This growth is mainly due to the popularity of Riesling wines.

At the industry forum organised by Wine Magazine, experts noted a growing preference among young Chinese consumers for lighter, sweet wines and sparkling wines. The head of JD.com's wine department reported that Riesling is the most sought-after type of wine on the platform in summer 2024 and the proportion of white wines sold has risen from 9 per cent in 2023 to 11 per cent in 2024.

Reach young target group with customised measures

With creative marketing campaigns for German Riesling in China such as „Summer of Riesling“, „Riesling & Ladies“, „Happy Birthday Riesling“, „I Love Riesling“ and „Lightly Sweet Riesling - the first sip of wine for young people“, Wines of Germany China is committed to increasing the market presence of German Riesling and appealing to a younger demographic.

Jeuce Huang, representative of Wines of Germany China, was proud of the recognition received and explained how integrated online and offline marketing strategies can continue to appeal to entry-level consumers.