Why China’s Non-Alcoholic Wine growth is different

As Gen Z social and wellness trends drive non-alcoholic wine’s popularity across Europe and North America, China is seeing its own boom for more business-related reasons.

We are told that Gen Z consumers in the West are limiting their alcoholic drinks to improve their health and wellness, opting to sip low- and non-alcoholic wines at bars and restaurants. But the trend is unfolding in a different setting in China, seen most of all in boardrooms and banquet halls. Here, non-alcoholic wine isn’t solely about wellness — it’s about necessity, reflecting a distinctly Chinese style of consumption.

First, the latest numbers. In the first quarter of 2025, China’s imports of non-alcoholic beverages — a category that includes non-alcoholic wines — surged 25.4% year-on-year to 70.28 million litres, according to customs data. The total value hit $218 million, with an average price of $3.10 per litre. Both volume and value posted strong gains, underscoring the sector’s explosive momentum.

Moving quickly in a budding market

While the “non-alcoholic beverage” category also includes some mixed drinks (excluding fruit juice, nut milk, vegetable juice, and yoghurt), the rise of non-alcoholic wine is unmistakable. On Alibaba’s Tmall platform alone, sales of non-alcoholic wine soared 120% in 2023, and its market is expected to surpass RMB 2 billion ($275 million) by the end of this year.

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The growing buzz is confirmed at ground level across the industry. At the China Food and Drinks Fair, Shenzhen-based Devofast (Shenzhen) Co., Ltd., a major wine supply chain firm, reports that both its on-site contracts were for non-alcoholic and sparkling wines — a telling sign of shifting preferences.

A different kind of wellness

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Behind China’s non-alcoholic wine boom is a different social engine than in the West. Instead of being a largely youth-driven lifestyle choice tied to wellness, non-alcoholic wine is typically consumed during business dinners and formal banquets, based on information gathered from merchants across the sector in China.

Un produit de protocole soumis à une forte sensibilité au prix

“Most people choose non-alcoholic wine because they have to drive after the meal — not because they’re concerned about health,” said Yu Hongjie, general manager of Long Vision.
At formal events, where they are often required to participate in multiple toasts, professionals turn to non-alcoholic wine as a way to cover up medical conditions, personal obligations or simply not being able to hold their liquor. In many cases, they say, the goal is to “blend in” — selecting bottles with shapes and labels that closely mimic traditional wines to maintain the optics of drinking without actually consuming alcohol.

Yang Jiang, founder of Chengdu Xiangyue Trading Co., put it plainly: “Non-alcoholic wine is mainly consumed during business banquets. Some leaders or female guests cannot drink for health reasons or need to drive, so non-alcoholic wine becomes the polite choice.”

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Price matters — so does taste

Despite growing demand, non-alcoholic wine faces a major challenge in China: pricing pressure.
Because it is often treated as a ceremonial accessory rather than a beverage of leisure, buyers are extremely price-sensitive. Non alcoholic wines priced around RMB 100 ($13-14) sell best. Anything more expensive has struggled to find traction.

“In China, the cheaper the non-alcoholic wine, the easier it sells,” said Yu bluntly.

Taste expectations are also very specific. Consumers don’t want overly sweet wines; instead, they seek something that mimics the flavour and texture of real wine — not just fruit juice.
Li Wei of Auswan Creek agrees:”Consumers want a balanced acidity and sweetness. But most of all, they want it to have the structure and character of wine — not just a taste like grape juice.”

About the author

Morris Cai is a journalist specializing in the wine and spirits sector, with a focus on the Asian market. He has worked for China’s leading food publication New Food magazine and WBO Wine Business Observation, a leading Chinese wine trade media.