Young consumers in China enjoy German wines

Positive growth

According to one of China’s largest importers and distributors, CEO Makoto Nagae of ASC Fine Wines, "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."

Furthermore, JD.com, China’s leading e-commerce platform, confirms: "German wines continue to do well in the market". Last but not least, a grocery store chain owned by Alibaba ("Hema") states positive results in the off-trade with German wines via ASC Fine Wines.

Much more than Riesling to offer

"Beyond Riesling, Germany’s range of white grape varieties — including Müller-Thurgau, Pinot Blanc, Silvaner, and Pinot Gris — add depth to the country’s offering. Also, Pinot Noir continues to enhance Germany’s reputation for producing exceptional red wines", Makoto Nagae (ASC) assures.

He continues to explain according to The Drinks Business: "The trend is being driven by younger consumers who favour wines that are ‘light’, ‘a bit sweet’ and ‘novel’." According to Eloise Feilden from The Drinks Business, "this is a major shift from previous generations of consumers, for whom wine, particularly red wine, has often been purchased for gifting or to show social status."

background information:
ASC is the exclusive importer and distributor of Robert Weil and Joh. Jos. Prüm in China. It  has offered German wines to the Chinese market for over two decades. Wines of Germany China honoured ASC Fine Wines this year by recognising it as the 2015–2025 Best German Wine Importer in China.

The importer’s partnership with Joh. Jos. Prüm has spanned around two decades. This year the two unveiled the official Chinese brand name Joh. Jos. Prum: 璞琅慕. Pronounced as “Poo-lang-moo” in Mandarin.

Weingut Robert Weil has been a part of ASC’s parent company, Suntory Group, since 1988, and the two partner in Mainland China.