China loves luxury, and when it comes to celebrations, nothing screams “status” and “class” louder than a glass of French champagne. For startups looking to tap into the Chinese market, French champagne consumption offers a sparkling opportunity to blend cultural trends, premium branding, and digital marketing for big wins.
Let’s pop the cork and dive .
Why Champagne Is Booming in China
1️⃣ Luxury Is Culture
In China, luxury isn’t just a purchase—it’s a lifestyle. French champagne represents more than a drink; it’s status, sophistication, and global taste. Whether it’s a wedding, a business deal, or a Lunar New Year celebration, champagne signals “I’ve made it.”
2️⃣ A Growing Appetite for Imported Goods
The post-COVID boom in premium imported alcohol has brought champagne into the spotlight. China’s middle and upper classes are increasingly seeking authentic, high-quality products, and French champagne sits comfortably in this space.
3️⃣ Young Consumers Are Redefining Celebration
Millennials and Gen Z in China are driving a cultural shift. They love pairing French champagne with casual occasions—think rooftop parties, romantic dinners, or even karaoke nights. It’s no longer just for weddings and corporate events.
4️⃣ Data Speaks
China became the fifth-largest market for French champagne exports in 2022, with double-digit growth year over year. The market is thirsty, and the numbers prove it.
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.**THE WINE MARKET IN CHINA**
The wine market in China is very dynamic, while compared with the development of Champagne, it grows slowly. In fact, champagne consumption increased reaching a record-break importation of 1.1 million bottles of champagne in total.
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China is the fifth country importing French wines and spirits. The Chinese yuppies are moving towards premium products and this has greatly benefited Bordeaux wines, 2015-2020 (+ 85% ), cognac (+ 71%), and of course champagne (+89%.).
Data have to be updated (comment) 😉
Good Sales of French Champagne
French Champagne is the biggest winner in the market. The value of exported champagne to China has reached 4.1 billion euros.
Chinese Way of Champagne consumption
In Chinese Champagne is called “香槟” ( Xiang Bin) and in China, its selling point is not its taste but its brand.
It is fashionable to drink in Shanghai’s nightclubs. You can often see competition between tables on how many expensive champagne bottles they buy.(one bottle of champagne in nightclubs in Shanghai usually cost 2,000 RMB to 3,000 RMB.) That’s how hundreds of bottles of champagne are consumed per day in nightclubs in most places in China.
In fact, 80% of sales of Champagne are from nightclubs, restaurants, hotels, and KTV because the consumers only want to buy champagne where people can see them, and nowhere else can be better than those places.
How Small Wineries Can Leverage the Champagne Trend in China
1. Go Big on Social Media
China’s luxury buyers live on platforms like Little Red Book (Xiaohongshu) and Douyin (TikTok). Your champagne brand needs to be there.
- Little Red Book:
- Share lifestyle posts showcasing champagne in aspirational settings: rooftop brunches, yacht parties, or chic bars.
- Collaborate with influencers to post authentic reviews and pairings, like “Top 5 French Champagnes to Elevate Your Next Party.”
- Douyin:
- Use short videos to show how champagne is made or highlight unique features of your brand (e.g., vintage production, rare blends).
- Host live-stream tastings, where a sommelier explains your champagne’s flavor profile and history while viewers can purchase directly.
💡 Pro Tip: Use hashtags like #LuxuryDrinks and #CelebrationEssentials in Mandarin to boost visibility.
2. Educate Your Audience
While champagne is growing in popularity, many Chinese consumers are still learning the differences between sparkling wine and authentic French champagne. Education sells.
- Create visually appealing infographics for WeChat that explain:
- The Champagne region in France.
- How French champagne differs from other sparkling wines.
- Proper champagne etiquette and pairing tips.
- Run blog content or video series titled “Mastering Champagne: A Guide for First-Time Buyers in China.”
3. Pair Champagne with Experiences
The modern Chinese consumer doesn’t just want a product—they want an experience. Champagne fits perfectly into lifestyle marketing.
- Events:
- Host champagne-tasting pop-ups in upscale malls or boutique hotels.
- Partner with luxury brands for cross-promotions, like offering a champagne tasting during a fashion show or art gallery opening.
- Collaborations:
- Work with high-end restaurants to create champagne pairing menus.
- Offer limited-edition gift sets during Chinese festivals, combining your champagne with branded glassware or luxury chocolates.
4. E-Commerce Is King
Chinese consumers are shopping for premium alcohol online more than ever. Platforms like JD.com, Tmall, Douyin and WeChat Mini Programs are essential.
Read full guide
- JD.com and Tmall Flagship Stores:
- Optimize your listings with high-quality images, detailed product descriptions, and reviews from satisfied customers.
- Run promotions during big shopping festivals like Singles’ Day and 618 Festival.
- WeChat Mini Programs:
- Use your WeChat account to enable direct purchases, coupled with exclusive discounts for followers.
💡 Pro Tip: Offer VIP perks like personalized engraving on bottles or exclusive vintage collections to create a sense of exclusivity.
5. Work with KOLs (Key Opinion Leaders)
Key Opinion Leaders are the bridge to your target audience.
- Partner with luxury influencers who resonate with China’s affluent millennials and Gen Z.
- Have influencers create content showcasing champagne as part of their lifestyle, like popping a bottle at a luxury dinner or gifting it for Chinese New Year.
Example: “This French champagne has the perfect balance of sweetness and sparkle—ideal for impressing friends or celebrating life’s big moments!”
6. Leverage Testimonials and Press
Chinese consumers trust social proof. Showcase happy clients, industry awards, and media features to build credibility.
- Share customer testimonials on Xiaohongshu, like “I ordered this for my wedding, and it was the star of the night!”
- Get featured in luxury lifestyle magazines or trade publications to establish your brand’s reputation.
Case Study: Russian Sparkling in China
1️⃣ Abrau Dusro Digital Success
Abrau Durso n uses platforms like WeChat and Douyin to run educational campaigns on pairing champagne with Chinese cuisine, creating a strong cultural connection.
2️⃣on Xiaohongshu (instagram of China)
By working with influencers on Xiaohongshu, Abrau Durso positioned itself as the go-to champagne for chic gatherings, driving significant engagement among younger audiences.
3️⃣ Niche Brand Growth
A boutique champagne brand hosted live-stream tastings on Douyin during Valentine’s Day, selling out their limited-edition bottles in under 24 hours.
Why Startups Should Dive In Now
The Chinese champagne market is still growing, meaning there’s room for niche brands to carve out their space. Startups have the advantage of agility, allowing you to adapt quickly to trends, use digital tools effectively, and engage directly with consumers.
Final Thoughts
French champagne isn’t just a drink in China—it’s an experience, a symbol, and a statement. If you’re a startup ready to enter the Chinese market, focus on building your brand’s story, engaging on the right platforms, and offering consumers more than just bubbles in a bottle.
The market is ready. Are you? 🍾🚀 .
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7 comments
xiaokang
As usual, your articles are trashed by a naked woman photo. How can we give credit to your website if you ?
Christian
Very interesting article !
Simon
Indeed, the French champagne will probably go through an important increase on the Chinese market for more and more Chinese consumers ( due to the growing middle class) can afford champagne bottles in particular events ( marriages, births,) . I think that in the future, champagne consumption will not only be consumed in entertainment-related places ( bars, KTV,restaurants,etc ) and will spread inside the Chinese families.
Ioarana-Zhongguo
It is a waste when you see Chinese people watering down Champagne like they drink water in bars and KTVs. I wonder if they appreciate the taste and the way they should enjoy living.
Philip
Like other western alcoholic beverage such as wine, champagne didn’t penetrate China market by its taste, but by its branding. But the trend is more and more Chinese consumers are interested in konwing more about how to taste it. I believe they will appreciate the taste later.