China is the third customer in terms of value of French wine and spirit exports in 2018.

There was a very strong increased on this market during the last fifteen years, for wines and for spirits. Today, the market is gathered on the major urban centres of the east coast of China, even if, gradually, the distribution is developed towards secondary towns of the rest of the country. Online trade development is also an important dissemination conveyor.

Among spirits, Cognac is particularly very successful, supported by major brands. In the wine field, the taste of Chinese for red wines is clearly dominating, creating a very particular interest for Bordeaux wines.

This market – that should remain dynamic considering the average consumption level – remains complex both from the cultural and regulatory point of view. In particular, one must be very attentive to the protection of its brand before its products are marketed in China (including the mere presence at a trade show).