Changyu: Chinese High-End Wine Transformation

Yantai Changyu Group Company Limited (Changyu) was China’s first wine enterprise. In March 2025, it earned a place among the world’s seven “Kings of Wine.” In February 2026, French President Emmanuel Macron received a six-litre bottle of Long 12 at the Paris Wine Show and told the media, “China knows how to make high-quality wine.” Against a backdrop where Western countries had long dominated the discourse on wine, what drove Changyu to pursue a premiumization strategy? How did Longyu ascend to the ranks of the world’s top wines? Facing the triple pressures of sustained domestic consumption decline, a strong recovery of imported wines, and structural adjustments in the global wine industry, where should Changyu’s future strategy go?