Mulled Wine Becomes Young Consumers' Christmas Obsession
Mulled wine emerged as a major Christmas trend among young Chinese consumers in 2025, with Meituan Flash Buy reporting a 212% surge in mulled wine kit searches during the Christmas week .
Key Statistics:
White wine sales more than doubled year-over-year in the week before New Year's
Brandy sales rose over 230% year-over-year
Craft beer sales increased over 100%
Flavored beer sales climbed more than 70%
Why It's Popular:
DIY appeal: consumers can prepare it at home
Strong visual storytelling on platforms like Xiaohongshu
Connection to festive atmosphere and "self-reward" consumption
Some retailers offer mulled wine kits to create a sense of occasion
The number of active merchants selling mulled wine has grown from just over 200 to more than 15,000 over three years .
