Focus on the Wine Distribution in China

First, I would like to thank Charles Carrard, Commercial and Communication Director at French Wine Paradox for helping me to understand the basics of wine distribution in China.

Ari already provided a global overview of the Wine Market in China, so let’s go further and have a look at the Wine Distribution. Here you will find a global description on the different distribution channels that importers use to sell their wine.

The wholesalers buy various quantities from the importers and distribute them to other retailers.

The Off Trade channel is composed of all the sales points where you can buy, but not consume the wine.

On-trade channel includes places where the customer buys and consumes the wine.

Importers can sell their wine directly to individual customers or to companies for their employees or clients.

Lucas Botebol for Zhongguo Wine

Source: Charles Carrard, Commercial and Communication Director at French Wine Paradox