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New Zealand white wines are steadily gaining traction in China’s business dining scene, a domain long dominated by red wine. Recent customs data reveals a striking surge: in July, imports of New Zealand wines soared by 136% year-on-year, reaching 738,919 liters. This growth has propelled New Zealand to become China’s fifth-largest wine import source, trailing only Australia, France, Chile, and Italy.

The trend is no flash in the pan. Steady growth throughout 2024 and the first half of 2025 underscores a shifting preference among younger, increasingly female consumers in China. Sauvignon Blanc from Marlborough, in particular, has become a familiar name thanks to years of targeted promotion. It is now widely available across e-commerce platforms, supermarkets, and casual dining outlets.

More notably, New Zealand whites are now breaking into corporate banquets—a segment once synonymous with red wine. According to Vanessa Wu, China representative of New Zealand Winegrowers, labels like Cloudy Bay and Kim Crawford are increasingly featured at business functions. “Corporate culture is evolving. There’s a move away from formalities and heavy drinking toward efficiency and experience. Sauvignon Blanc, with its fresh profile and food-friendly nature, fits perfectly,” she says.

Importers confirm the shift. Sharon Wang of Kings Wine Cellar notes that clients—often senior executives with international exposure—are specifically requesting New Zealand whites for business events. “They introduce these wines into their corporate culture, and procurement follows,” she explains. “Today’s business dining is about networking and ambiance. Light, refreshing wines align with this ‘light business’ trend.”

The acceptance of white wines is also spreading beyond banquets to corporate gifting and team-building activities. Mei Fang, General Manager of Champion (Shanghai) Business Co., Ltd., observes that the trend is strongest in economically developed regions such as Jiangsu, Zhejiang, Guangdong, Shanghai, and Beijing. “It’s not just women; many male leaders also prefer these wines, reflecting a broader shift toward health-conscious dining,” she says.

Well-established brands like Cloudy Bay, Greywacke, Villa Maria, and Babich are benefiting from high brand recognition, which aligns with the value-driven nature of business entertainment. “China’s market is polarized,” notes Cai Lei, Babich’s China sales manager. “While there are countless small labels, it’s the recognizable brands that dominate in banquets and gifting.”

However, some industry voices urge caution. The import surge may be partly due to oversupply in New Zealand and falling demand in traditional markets like the U.S. and U.K. Some wineries are offloading excess stock to China at discounted prices. “The key question,” says Cai, “is whether this imported wine is being consumed—or simply stored.”

Despite these concerns, the upward trend is clear. With two consecutive years of growth, China has solidified its position as a key market for New Zealand white wines—and a symbol of evolving tastes in Chinese corporate culture.