DRINK RETAILING | Chinese producer Château Changyu Moser XV increases UK focus

Chinese wine producer Château Changyu Moser XV is targeting the UK for expansion, with a focus on the on-trade and independent sector.

The Ningxia-based producer switched UK importers from Bibendum to Enotria in early 2026 and said it expects shipments to perform strongly in the second half of the year.

It told Drinks Retailing that it is targeting “on-trade channels, plus new listings also in the independent sector”, while focusing on Gen Z and millennials interested in discovering new wine-producing countries.

Château Changyu Moser XV has also released its 2023 Cabernet Sauvignon, made with grapes that chief winemaker Lenz Maria Moser described as “perfectly ripe”.

Despite the small scale of Chinese wine exports, the producer said international sales remain important for building its credibility and visibility.

“China is still very small and as it is a net importer of wine to China itself, exports will always be tiny. And yet, for Changyu sales outside of China are very important as they document international credibility and visibility,” it said.

The producer also pointed to growing interest in premium Chinese wine, describing its development in the domestic market as “superb” and saying that this is now spreading into export markets.

“Yes, it is in its infancy, yet you see new faces, new wines popping up around the world every month now. This is a very healthy situation as Changyu Moser XV is now joined by others to bring top wines to the world,” said a spokesperson.