The Spanish Wine market in China

Jan 07, 2015 2 Comments by

In 2012, Spain has become the third largest wine export to China. In 2012, Spain exported 3.27 million nine-liter cases to China, trailing only Australia (4.48 million) and France (15.46 million).

Spanish wines are increasing their popularity among Chinese wine consumers.

Spanish wine exports to China have steadily increased in 2014. Wines made in Spain are increasingly more valued in China and the Asian giant has more faith in Spanish wines. The red wines are the most popular Spanish wines in China such as Rioja, Ribera del Duero and Penedés.

Despite that China has reduced its wine imports by 20%, Spain remains one of the leading suppliers of wine in the country, in contrast to other countries such Australia, France and South Africa

Wine Spain

Currently, Spain has become the first wine producer in the world, snatching the position from important wine areas such as France and Italy. This couldn’t be possible without the excellent performance of Spanish wine marketing in the Chinese wine market.

According to the Observatory Spanish of Wine Market (OEMV) Spain is the country with the largest area of planted vines and Spanish wine production has increased by 41% last year, reaching 50.5 million hectoliters. The reality is that Spain is gaining market share, especially in bottled wine, because the market and consumers have become more sophisticated.

China is the largest consumer of red wine in the world thanks to social change and modernization that is bringing the economic growth in China. That’s why more and more Chinese consumers are valuing the Spanish red wine.


Currently, Chinese consumers are very familiar with Spanish wine and even are beginning to assess their quality. This is very important because until recently, Chinese consumers believed that wine was better if the price was high, as with French wines. The wines from appellations of origin Rioja and Ribera de Duero have very good acceptance.

Spanish wine are of good quality, and people know it!

Nowadays, the quality of Spanish wines in China is well-known. Last year, a Spanish wine earned the highest award in the awards ‘Wine in China Top 100 Wines Evaluation of 2013. The Spanish wine from winery González Byass, won the award for best wine of the year.


Chinese consumers are extending their interest in wine beyond the confines of French wines and are developing a growing thirst for Spanish wines.

The price also plays a role, and the wines of Spain provide lowest prices in China compared with the wines of France. Even the Spanish premium wines are sold at half of their French counterparts.

How to attract Chinese consumers.

The Spanish wine wants attract Chinese consumers through the education. China already has the first Spanish school of enology and viticulture called “Centro Hispano-Chinese Business”, which not only seeks to train students in the world of winemaking, but also increase trade relations.


The first Spanish school of enology and viticulture in China is already a reality and there students have the chance to learn everything about wine. This formation consists in three months of classes in the school of Guangzhou and another in Aranda de Duero (Burgos).

It is expected this new wine school will have a multiplier effect on the consumption of Spanish wine in China.

Digital marketing to increase the presence of Spanish wines in China:

It’s very important that Spanish wines develop a digital strategy which includes social media platforms because Chinese consumers seek information about wines before making purchases.

Spanish wineries should not miss the opportunity to increase their presence in China and the best way is through Baidu, the largest China’s search engine with 63% of the market share.


A brand’s digital strategy must be created in order to provide information about the winery and the wine. In addition, the online strategy should drive traffic to the e-commerce site, where consumers have the chance to purchase the product.

The e-commerce has become an important tool in order to develop the wine industry. Spanish wines are very popular on Taobao, a Chinese e-commerce platform.  Castillo de Manzanares, Carabaña, Torre Oria, FincaAlmondo, Andimar, ViñaBerceoand  AltasCumbres are the most selling Spanish wines on Taobao.

taobao spain


Spanish companies are aware of the significant internet potential, not only as a sales channel for their products but also as an effective formula to bring their products to other countries.

Through social networks, wine companies have the opportunity to understand their potential customers and therefore meet their needs. Also, wineries will increase their brand awareness and the trust of Chinese consumers.

For all of these reasons, take care of the e-reputation is mandatory for companies wanting to increase their presence and brand awareness in China.




Chinese Wine Industry, Uncategorized, Wine Marketing in China

About the author

Olivier VEROT, is a Marketing expert for the Chinese Market. He will speak about the Internet trends about wine and about the Marketing best practices.

2 Responses to “The Spanish Wine market in China”

  1. says:

    I appreciate, cause I found exactly what I was looking for. You have ended my 4 day long hunt! God Bless you man. Have a nice day. Bye

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