Making red wine in 2025Export RepresentationIs there still market space?

According to data from the International Organisation of Vine and Wine (OIV), China has risen to become the worlds fifth largest wine consumer in 2023, witha 12% annual growth in premium red wine imports. Three major market trends are emerging in 2025:

• Consumption upgrading driving demand growth for products priced above 300 yuan/bottle
• Cross-border E-commerceChannel share expected to exceed 35% (22% in 2023)
• Surge in procurement from emerging markets (Southeast Asia +47%, Middle East +39%)

What special qualifications are needed for red wine export?

Different from ordinary food exports, wine agents need special attention to:

• Production-side qualifications
  • WineryIt is recommended to verify through the following methods:certification (EU requires DO/DOCa certification)
  • Filing certificate for wine grape varieties
• Circulation-side qualifications
  • Import country alcohol business license (e.g. US TTB license)
  • China Customs export food production enterprise filing

What is the real cost of exporting a bottle of red wine through an agent?

Taking the export of French Bordeaux AOC wine to Malaysia as an example (FOB price $30/bottle):

• Agent service fee: 8-12% (including document preparation, compliance review)
• Cold chain logistics cost: $0.8-1.2/bottle (full temperature control)
• Tariff and VAT: Malaysias wine import tax rate in 2025 is 25%
• Certification fees: Halal certification about $1200/batch

How to evaluate an agent companys professionalism?

High-quality agent companies must have the following capabilities:

• Familiarity with major wine-producing countries regulations (e.g. EU EC No 607/2009)
• Stable cooperation withThermostatic warehousingandISO22000 certifiedtransport fleet
• Ability to provide services to RCEP member countriesTariff preference scheme
• Handled similar cases in the past 3 years (customs declaration numbers required for verification)

V. Which emerging markets are worth watching in 2025?

According to General Administration of Customs data from January to June 2024, the following markets showed significant growth:

• Southeast Asian Market: Vietnam (+82%), Philippines (+76%)
• Middle East market: UAE (+63%), Saudi Arabia (+58%)
• African market: Nigeria (+105%), Kenya (+89%)

Priority should be given to markets that have signed free trade agreements with China, such as the upgraded version ofChina-Chile Free Trade Agreementwhich will achieve zero tariffs on 98% of tariff lines.

VI. How to handle customs clearance delays?

Main issues in wine customs clearance over the past three years have focused on:

• Labels not meeting import country requirements (accounting for 43% of dispute cases)
• Excessive sulfur dioxide content (EU standard ≤160mg/L)
• Missing certificate of origin documents

Professional agency companies should providePre - customs clearance serviceBy submitting electronic documents in advance and prepaying taxes, customs clearance time can be reduced to within 72 hours.

VII. What important changes will there be in 2025 tariff policies?

Tariff adjustments requiring special attention:

• Australian wine import tariffs: China has announced maintaining 0% tariff policy in 2025
• US Section 301 tariffs: Bottled wine still subject to 25% additional tax
• RCEP member countries: Achieving zero tariffs on 90% of goods in 2025

VIII. Three common misconceptions when choosing agents

Based on our experience handling dispute cases:

• Misconception 1: Blind pursuit of low agency rates (reasonable range 6-15%)
• Misconception 2: Neglecting cultural differences (e.g. avoiding animal patterns on labels for Middle East exports)
• Misconception 3: Failing to establish long-term cooperation mechanisms (recommend signing framework agreements for 2+ years)