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According to German Wine Institute,German wines are experiencing a significant upturn in China. Demand from young consumers, especially for Riesling, is driving export growth, which is bucking the general trend. In 2023, German wine exports fell by eight per cent overall.

In China, however, imports of German wines rose by ten per cent in volume and nine per cent in value between January and October 2024. "Germany is one of only three countries experiencing growth - clear evidence of the increasing popularity of white wines in the Chinese market, especially German Riesling," said Makoto Nagae, CEO of ASC Fine Wines, one of the largest importers and distributors in China and exclusive partner of Robert Weil***** and Joh. Jos. According to Nagae, this trend is being driven by "younger consumers who favour wines that are 'light', 'slightly sweet' and 'novel' and are looking for fresh, elegant wines with lively acidity." This represents a clear departure from previous consumption habits. For the older generation, wine is often a gift or status symbol, especially red wine. China's leading e-commerce platform JD.com reported in November that the share of white wines in total wine sales increased from nine per cent in 2023 to eleven per cent in 2024. Riesling was the most searched wine on JD.com in the summer of 2024.