New Zealand wine exports to China surged 47% to NZ$56 million over the 12 months to January 2026, while exports to South Korea jumped 92% to NZ$44 million, as winemakers pivot towards Asian markets to offset trade barriers and declining consumption in traditional markets. Industry leaders say Asian cuisine and culture pair well with New Zealand’s crisp, aromatic white wines. Te Pā Wines in Marlborough, now exporting to 26 countries, highlighted the emergence of Asia and Southeast Asia as key growth markets.

New Zealand Winegrowers noted shifting demographics among wine consumers, with younger generations not gravitating towards wine as their first drink of choice. The 2025 harvest was one of the largest in recent years, though many growers left grapes on the vine amid demand uncertainty. Rising costs for ingredients, labour, and transport continue to pressure winemakers’ margins.

截至2026年1月的12个月内，新西兰葡萄酒对华出口激增47%至5600万新西兰元，对韩国出口增长92%至4400万新西兰元。酒庄正积极拓展亚洲市场，以对冲传统市场贸易壁垒和消费下降的挑战。马尔堡的Te Pā Wines酒庄目前已出口至26个国家，强调亚洲和东南亚正成为关键增长市场。新西兰葡萄酒种植者协会指出，年轻消费者不再将葡萄酒作为首选酒类，行业面临人口结构变化的挑战。2025年采收量是近年来最大的之一，但由于需求不确定性，许多种植者将葡萄留在藤上。原料、劳动力和运输成本持续上涨，给酿酒商利润带来压力。

The 47% growth in NZ wine exports to China is a standout result that deserves attention from the broader NZ export community. It demonstrates that Chinese consumers are increasingly receptive to premium New Zealand wine, particularly aromatic whites like Sauvignon Blanc. For NZ wine exporters, this validates the strategy of investing in Asian market development.

The key takeaway is that growth is coming from a relatively small base, suggesting significant runway remains. However, exporters should be mindful of the structural challenges: declining global wine consumption, rising production costs, and the need to engage younger demographics. The upcoming Sauvignon Blanc NZ 2027 Conference in Marlborough represents a valuable branding opportunity.

NZ wine businesses should consider building direct-to-consumer channels in China and leveraging the clean, green brand narrative that resonates strongly with Chinese premium consumers.

新西兰葡萄酒对华出口47%的增长是一个突出的成绩，值得整个新西兰出口界关注。这表明中国消费者越来越接受优质新西兰葡萄酒，特别是长相思等芳香白葡萄酒。对新西兰葡萄酒出口商而言，这验证了投资亚洲市场开发策略的正确性。关键信息是，目前的增长基于较小的基数，意味着仍有显著的增长空间。然而，出口商应注意结构性挑战：全球葡萄酒消费下降、生产成本上升、以及吸引年轻消费者的需求。2027年在马尔堡举办的长相思大会是一个宝贵的品牌推广机会。新西兰葡萄酒企业应考虑在中国建立直接面向消费者的渠道，并利用在中国高端消费者中产生强烈共鸣的清洁、绿色品牌叙事。

Photo by AI on MiDeer Observer

Source: 1News (New Zealand)

Disclaimer / 免责声明：This article is for informational purposes only and does not constitute legal, trade, or investment advice. / 本文仅供参考，不构成法律、贸易或投资建议。