The export of Chinese glutinous rice wine has grown rapidly, and the global market has witnessed a new trend of traditional fine wine

As global consumers' attention to healthy beverages and traditional culture increases, Chinese glutinous rice wine (also known as "sweet wine" or "wine lees") is becoming a popular product in the international market. In recent years, the export volume of Chinese glutinous rice wine has continued to grow, especially favored by consumers in Asia, Europe, America and other regions.

Combining traditional craftsmanship with modern standards, glutinous rice wine has gone global

Glutinous rice wine is a traditional Chinese fermented drink, made from glutinous rice through natural fermentation. It has a sweet and mellow taste and is rich in probiotics and various amino acids. Nowadays, many Chinese producers, while retaining traditional production techniques, have introduced modern production technologies and international food safety certifications (such as ISO, HACCP, organic certification, etc.) to ensure that their products meet the import standards of overseas markets.

"We have noticed that an increasing number of foreign customers are beginning to pay attention to the nutritional value and unique flavor of glutinous rice wine," said a person in charge of a well-known glutinous rice wine export enterprise in Zhejiang Province. "Especially for low-alcohol, additive-free naturally fermented products, the demand has soared under the trend of healthy eating."

The target market is diversified, and the demand in Europe and the United States has risen significantly

In the past, the main export markets for glutinous rice wine were concentrated in Asian regions such as Southeast Asia, Japan and South Korea. However, in recent years, the demand in the European and American markets has increased significantly. Many overseas Chinese restaurants and Asian supermarkets sell it as a cooking seasoning or drink, while health food stores promote its naturally fermented health benefits.

Data shows that in 2023, China's glutinous rice wine exports increased by approximately 25% year-on-year, with imports from countries such as the United States, Germany, and the United Kingdom rising by more than 30%. Some European consumers even use glutinous rice wine in cocktail making, giving it a new consumption scenario.

Cross-border e-commerce boosts the internationalization of glutinous rice wine brands

Cross-border e-commerce platforms (such as Amazon and Alibaba International Station) have become important channels for the export of glutinous rice wine. Many Chinese brands reach overseas consumers directly through online retail and offer a wide range of options such as small packages and gift boxes to meet different needs.

In addition, some enterprises also promote the consumption methods of glutinous rice wine through social media platforms such as Instagram and YouTube, for instance, by pairing it with fruits, ice cubes or using it in dessert making, further expanding the consumer base.

Industry Challenges and future trends

Despite the broad market prospects, the export of glutinous rice wine still faces challenges, such as insufficient international consumers' awareness of the product and differences in wine import regulations among various countries. In response to this, Chinese manufacturers are enhancing their competitiveness by optimizing packaging design, multilingual labels and localizing marketing strategies.

Industry insiders predict that with the global pursuit of fermented foods and low-alcohol beverages, the export of Chinese glutinous rice wine is expected to maintain double-digit growth in the next five years, becoming another highlight of the internationalization of traditional Chinese food.

Chinese glutinous rice wine is conquering the world's taste buds with its unique cultural heritage and health attributes. For overseas distributors and consumers, this is not only a drink, but also a sweet gift from the East.