China’s Wine Landscape: Insights and 2026 Outlook

What happens when China's wine market shrinks by 15% annually since 2019, yet some companies post their best year ever? In this landmark 200th episode of Bottled in China, we assembles an expert roundtable to decode 2025's contradictions and what they mean for 2026.Guests:Nick Marro, Principal Economist for Asia, Economist Intelligence UnitIan Ford, Founding Partner at Nimbility, previously the Co-founder of SummergateMartin Shen, Managing Director, Tiansai Vineyards (Xinjiang)Richard King, Sommelier in Shanghai's fine dining sceneFrom Beijing's anti-corruption crackdown that decimated government banqueting to the surprising surge in aromatic white wines, our panel reveals how "involution"—China's race-to-the-bottom pricing wars—is reshaping everything. Discover why post-2000 consumers spend fortunes on wine pairings but only Instagram the famous labels, how instant retail delivers chilled bottles in 30 minutes, and why Xinjiang is becoming China's hottest wine destination.The verdict? China remains Asia's largest bottled wine market with massive upside in a $300 billion² beverage alcohol sector—but only for those willing to adapt to the new normal.Insights: IWSR Wine Landscapes 2025 - China, ¹Wine market CAGR -14.9% 2019-2024. ²$266 billion TBA value Since 2016, Bottled in China brings you into the food and drink scene through conversations with the some of the most happening personalities. Hosted by Emilie Steckenborn, the show is your one spot for all things wine, food and beverages from across the world. Connect with us on LinkedIn or Instagram @bottled.in.chinaPodcast available on iTunes, Spotify , online or wherever you listen to your episodes! Subscribe to Bottled in China to follow the journey!Check out our new website & find out more at https://www.thebottledshow.com 

What if everything you've been told about alcohol and health is wrong—or at least incomplete?In this episode, we sit down with Dr. Laura Catena, a Harvard and Stanford-educated physician and fourth-generation vintner behind Argentina's legendary Catena Zapata. As the driving force behind the 'In Defense of Wine' campaign, Dr. Catena is not here to tell you that wine is a miracle cure—she's here to cut through the noise and present what peer-reviewed science actually says about moderate alcohol consumption.Dr. Catena believes the current conversation around alcohol and health has veered away from accurate science, reduced to oversimplified headlines that ignore nuance. She walks us through two landmark reports—one from the U.S. National Academy of Sciences and another from the American Heart Association—that challenge the prevailing black-and-white narratives. These aren't studies cherry-picked to support the wine industry; they're comprehensive reviews that acknowledge both the potential benefits and real risks of alcohol consumption.In this episode we discover what moderation actually mean? We explore the breaking research on wine and health, but we also zoom out to examine the larger picture: the undeniable dangers of smoking, the rapid rise of weight loss drugs and cannabis, and how industrialization and processed foods have fundamentally reshaped both what we consume and our overall health. Dr. Catena argues that informed decision-making requires understanding the full spectrum of evidence—not just the parts that fit a particular narrative.Whether you're a wine lover, a health enthusiast, or simply someone trying to make sense of conflicting headlines, this conversation offers a refreshing perspective grounded in science, context, and honesty. To find out more about Dr Laura Catena's In Defense of Wine Campaign, you can visit her official website here: In Defense of Wine and watch her informative YouTube video here: Wine & Health by Dr. Laura CatenaResearch Papers and Insights Discussed:NASEM report and the American Heart Association's review.Ozempic Curbs Drinking—So What Does That Mean for the Alcohol Industry? | SevenFifty Daily This episode was brought to life by the exceptional writing of the talented Rachael Mamane, a James Beard-nominated author and culinary researcher. Since 2016, Bottled in China brings you into the food and drink scene through conversations with the some of the most happening personalities. Hosted by Emilie Steckenborn, the show is your one spot for all things wine, food and beverages from across the world. Connect with us on LinkedIn or Instagram @bottled.in.chinaPodcast available on iTunes, Spotify , online or wherever you listen to your episodes! Subscribe to Bottled in China to follow the journey!Check out our new website & find out more at https://www.thebottledshow.com 

Think you know how to pair wine with Asian cuisine? Think again.In this episode, we explore the intriguing insights of Master of Wine Richard Hemming, who challenges traditional pairing norms with his groundbreaking book, Wine & The Food of Asia. After two years of rigorous research, including the testing of 400 wines and 80 recipes from 13 countries, Richard invites us to rethink our approach and discard the traditional rules.Today, we explore the misconceptions about Riesling being the go-to choice for spicy foods and uncover effective strategies for navigating complex pairings. We'll discuss how to pair wine with Chengdu and Chongqing's iconic mala spice, identify suitable white wines for vinegar-heavy dishes, and highlight Richard's unexpected wine and Asian food combinations.Richard's book, Wine & The Food of Asia, is available through the 67 Pall Mall website, with Amazon distribution on the way.  Since 2016, Bottled in China brings you into the food and drink scene through conversations with the some of the most happening personalities. Hosted by Emilie Steckenborn, the show is your one spot for all things wine, food and beverages from across the world. Connect with us on LinkedIn or Instagram @bottled.in.chinaPodcast available on iTunes, Spotify , online or wherever you listen to your episodes! Subscribe to Bottled in China to follow the journey!Check out our new website & find out more at https://www.thebottledshow.com 

If you’re in the industry, you’re well aware that fine wine isn’t just about drinking—it’s a global asset class worth billions. But for a long time, trading this luxury was shrouded in mystery, plagued by inefficiencies. Enter Liv-ex, the game-changing platform that transformed fine wine into a modern, data-driven market. How did this revolution come to be, and what does the future hold for wine trading?In this episode, we’re joined by James Miles, the CEO and co-founder of Liv-ex. As the Chairman of Liv-ex and a director at the Wine and Spirit Trade Association (WSTA), James brings a wealth of knowledge and insight from his extensive background in investment banking and his journey in founding Liv-ex in 2000.Liv-ex serves wine businesses worldwide, providing them with the tools to understand market trends, access real-time pricing, and discover trading opportunities.Join us as James unpacks the fascinating story behind Liv-ex, shares his perspective on wine as an asset class, discusses the rising interest of Gen Z in wine, and explores Asia's importance in the fine wine market.  EXCLUSIVE BONUS: For our listeners, we’ve partnered with Liv-ex to bring you exclusive insights typically reserved for members only. Register here for a free video that delves into whether the end is in sight for the challenges facing the fine wine market. While the first half of the year has been tough, there are signs that we may have weathered the worst of it. Tune in to discover what this means for the future of fine wine trading! Learn more about Liv-ex here: Liv-ex | The global marketplace for the fine wine trade Since 2016, Bottled in China brings you into the food and drink scene through conversations with the some of the most happening personalities. Hosted by Emilie Steckenborn, the show is your one spot for all things wine, food and beverages from across the world. Connect with us on LinkedIn or Instagram @bottled.in.chinaPodcast available on iTunes, Spotify , online or wherever you listen to your episodes! Subscribe to Bottled in China to follow the journey!Check out our new website & find out more at https://www.thebottledshow.com 

Hong Kong was once the undisputed capital of fine wine auctions—a magnet for rare bottles, record prices, and global collectors. Now, the market is shifting. Tastes are changing, investment habits are evolving, and the city’s role in the world of wine is being redefined. What does that mean for collectors, investors, and anyone who cares about what’s in the glass?Our guest is Charles Curtis, Master of Wine Founder of WineAlpha, where he provides advice on varied topics of interest to wine collectors and the trade. As the former Head of Wine for Christie’s in both Asia and the Americas, he brings a rare, global perspective. From his path—from Moët Hennessy in the U.S. to Hong Kong in 2008—offers a front-row view of the region’s rise and recalibration. We’ll talk about how buying patterns have shifted in Hong Kong, and why Hong Kong’s resilience endures.Charles is also one of the foremost voices on Champagne and Burgundy. His first book, The Original Grand Crus of Burgundy, was released in 2014, and the second, Vintage Champagne 1899 – 2019 in 2020. In 2024 he authored the chapter ‘Appraising Fine Wine and Spirits’ in the book Appraising: The Definitive Guide’ from the Appraisers Association of America, and his forthcoming book, An Atlas of the Côte des Blancs (with cartographer Steve De Long), will appear later this year. He is a board member of the Appraiser’s Association of America, and since 2020 has been the Burgundy correspondent for Decanter magazine and a contributor to other publications.And stay with us for a quick lightning round: Charles’s favorite Champagne vintage, his take on decanting, and the one Asian dish he can’t resist pairing with a great bottle.Follow the journey on Instagram @curtismwMore information on Charles and his latest books: https://curtismw.com/index.html Since 2016, Bottled in China brings you into the food and drink scene through conversations with the some of the most happening personalities. Hosted by Emilie Steckenborn, the show is your one spot for all things wine, food and beverages from across the world. Connect with us on LinkedIn or Instagram @bottled.in.chinaPodcast available on iTunes, Spotify , online or wherever you listen to your episodes! Subscribe to Bottled in China to follow the journey!Check out our new website & find out more at https://www.thebottledshow.com 

While baijiu is celebrated as China's national spirit and wine is steadily gaining popularity, yellow wine—known locally as Huangjiu—constitutes less than 2% of the country's total alcoholic beverage market. Nevertheless, it holds a distinctive place in Chinese drinking culture.With a history spanning over 2,500 years, Huangjiu is among the world's oldest alcoholic drinks, yet it remains relatively obscure outside of China. Today, Simon Zhou, founder of Ruby Red Fine Wine, is here to share the story of Huangjiu. Recognized as one of Forbes China’s most admired figures in the food and beverage sector, Simon started with a two-person operation, which has since expanded to a team of over 160 by 2024. Ruby Red Wine Group now operates multiple offices both in China and internationally, representing more than 300 global brands, from fine wines to premium sake. Its clientele includes leading hospitality venues, specialty distributors, and passionate wine collectors.In 2022, Simon launched Vintry France, a négociant business in Beaune, France. The following year, he invested in a boutique winery in northeast China and co-founded a rice wine production base in Shaoxing. By 2024, he had also overseen the launch of Domaine 41, a modern wine retail venture in Shanghai. Beyond his business endeavors, Simon actively educates others about wine, engaging over 60,000 followers across various social media platforms. He is now focusing some of his efforts on Huangjiu, and in this episode, we'll explore this intriguing beverage that has graced imperial courts, complemented seasonal delicacies, and is now resonating with contemporary consumers.Connect with Simon Zhou at www.rubyred.com.cn Since 2016, Bottled in China brings you into the food and drink scene through conversations with the some of the most happening personalities. Hosted by Emilie Steckenborn, the show is your one spot for all things wine, food and beverages from across the world. Connect with us on LinkedIn or Instagram @bottled.in.chinaPodcast available on iTunes, Spotify , online or wherever you listen to your episodes! Subscribe to Bottled in China to follow the journey!Check out our new website & find out more at https://www.thebottledshow.com 

In this episode of Bottled in China, we explore Africa's remarkable demographic and economic growth with Dr. Christian Lindfeld, Managing Director of Africa Ventures Advisory. As the continent's population has surged to 1.5 billion in just 30 years, Dr. Lindfeld highlights how Africa's expanding middle class is transforming luxury consumption, especially in the wine industry.During our discussion, he explains why Africa's wine import market is increasingly appealing to global producers. With rising disposable incomes in urban areas and a burgeoning middle class, consumption trends are evolving. The continent's youthful population and thriving economic hubs are particularly open to international wine culture. However, Dr. Lindfeld also discusses the challenges of navigating these markets and the complexities of diverse regulatory environments.With a PhD in International Business and sixteen years in global management consulting, Dr Lindfeld has brought a data-driven approach to an industry often steeped in tradition. As the Founder of Africa Ventures Advisory and board member of 4G Wines AG, Dr Christian Lindfeld has been instrumental in bridging the gap between European vineyards and Africa's growing middle class. Find out more: www.africa-ventures.netConnect on LinkedIn: Dr Christian Lindfeld   Since 2016, Bottled in China brings you into the food and drink scene through conversations with the some of the most happening personalities. Hosted by Emilie Steckenborn, the show is your one spot for all things wine, food and beverages from across the world. Connect with us on LinkedIn or Instagram @bottled.in.chinaPodcast available on iTunes, Spotify , online or wherever you listen to your episodes! Subscribe to Bottled in China to follow the journey!Check out our new website & find out more at https://www.thebottledshow.com 

As consumer preferences shift towards healthier lifestyles, the non-alcoholic wine sector is poised for unprecedented growth. With the no- and low-alcohol drinks market expected to expand by over $4 billion by 2028, join us as we explore how innovative winemaking techniques and strategic insights are reshaping this industry with winemaker Duncan Shouler.In this episode, we dive deep into the fascinating world of non-alcoholic wines with Duncan Shouler, a renowned Director and Winemaking Consultant at Enobev Consulting. With a background in Marine Biology, Duncan's wine journey began in 2004, leading him to work with prestigious producers like Château Angelus and Giesen Wines, where he served as Chief Winemaker. Notably, Duncan was awarded Winemaker of the Year at the New Zealand International Wine Show in 2023 for his exceptional work with Giesen's wines.A pioneer in the non-alcoholic wine space, he played a key role in launching a best-selling collection of premium de-alcoholized wines in the USA and continues to advocate for innovation within this growing category. In our conversation, we'll explore his unique journey, the innovative techniques behind alcohol removal, and the grape varieties best suited for producing exceptional non-alcoholic wines. Duncan also addresses common misconceptions about this category and shares insights into the challenges and future trends that lie ahead.Connect with Duncan on Instagram @DuncanShouler, or on LinkedIn. Reach out to Duncan if you're looking to learn more about his services at Enobev Consulting.  Since 2016, Bottled in China brings you into the food and drink scene through conversations with the some of the most happening personalities. Hosted by Emilie Steckenborn, the show is your one spot for all things wine, food and beverages from across the world. Connect with us on LinkedIn or Instagram @bottled.in.chinaPodcast available on iTunes, Spotify , online or wherever you listen to your episodes! Subscribe to Bottled in China to follow the journey!Check out our new website & find out more at https://www.thebottledshow.com 

In this episode, we dive deep into the intricacies of the Chinese market with our guest, Robert Foye. As a seasoned leader in the beverage industry, Robert has an impressive background that includes roles at Coca-Cola, TWE, and Accolade. He has been a key player in the remarkable rise of brands like Penfolds in Asia.In Part 2 of our conversation, Robert shares his insights on navigating the complexities of the Chinese wine market and the valuable lessons he's learned along the way. We'll explore the key factors that contributed to Penfolds' success in China, effective strategies for growing market share, and what the future holds for the Chinese wine industry. Since 2016, Bottled in China brings you into the food and drink scene through conversations with the some of the most happening personalities. Hosted by Emilie Steckenborn, the show is your one spot for all things wine, food and beverages from across the world. Connect with us on LinkedIn or Instagram @bottled.in.chinaPodcast available on iTunes, Spotify , online or wherever you listen to your episodes! Subscribe to Bottled in China to follow the journey!Check out our new website & find out more at https://www.thebottledshow.com 

"Don't be afraid to take risks, make decisions and solve problems,’ says Robert Foye, former CEO of Accolade Wines and previously Global Chief Operating Officer at Treasury Wine Estates. With over 22 years at The Coca-Cola Company and extensive experience across Asian, US, and European markets, Robert brings a wealth of knowledge and insights to our conversation.  From navigating market shifts to redefining company culture, his journey is filled with pivotal moments that shaped his leadership approach. We'll explore Robert's career milestones, key skills for thriving in wine, and advice for young professionals looking to stand out.  Since 2016, Bottled in China brings you into the food and drink scene through conversations with the some of the most happening personalities. Hosted by Emilie Steckenborn, the show is your one spot for all things wine, food and beverages from across the world. Connect with us on LinkedIn or Instagram @bottled.in.chinaPodcast available on iTunes, Spotify , online or wherever you listen to your episodes! Subscribe to Bottled in China to follow the journey!Check out our new website & find out more at https://www.thebottledshow.com