China has risen to be the largest red wine consumer in the world but related studies using disaggregated and consumer-based data are scarce. This article examines Chinese preferences and willingness to pay for different wine attributes through a recent national survey including a choice experiment. Results indicate that country of origin is still one of the most important attributes for wine. Taste of wine and organic production are also relevant to consumers. Wine vintage is not as important as expected. Key implications on Chinese domestic and imported wines are discussed under the context of recent profound structural changes in wine consumption induced by policy shifts.