China: Red Burgundy falls whilst the whites maintain market share

Friday July 08 2016 by Vitisphere

In 2015, shipments of Burgundy wines to China totalled 1.47 million bottles worth a record 17.7 million euros, with respective changes of -8.7% and +11% on 2014. Whilst red wines dropped significantly by 21% to 1 million bottles, still white wines showed impressive growth of 49% to 430,000 bottles, marking a return to levels posted in 2011-2013.

As a proportion of Burgundy shipments to mainland China, the market share of white wines surged from 18% in 2014 to 29% in 2015, pointed out the economics department of the Burgundy wine marketing board BIVB. The board added that “Chablis and the regional white appellations boosted volumes and turnover in 2015”.

In terms of distribution networks, the BIVB stressed that “Burgundy stabilised in specialist stores”, mostly wine merchants, and “is not widely distributed in supermarkets”, accounting for less than 2% of the range in Beijing, Shanghai and Canton, for instance. China is the 12th largest market for Burgundy wines by value and 11th by volume. Burgundy accounts for 1.5% by volume and 4.7 % by value of French appellation wines shipped to the Chinese market.


Source: Vitisphere. Illustration: Shipments of Burgundy wines to China, from 2006 to 2015 (BIVB).


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