While tariffs have made U.S. wine more expensive, importers believe there is still demand, not only in first-tier cities, but also in growing second-tier cities. As China’s wine drinking culture matures, consumer growth appears to be trending toward younger drinkers who value lower priced wines, mild taste profiles, and convenience. Wine tourism is becoming more popular as wineries replicate European chateaus and New World wine trails for domestic tourists. U.S. exporters should consider tapping into this trend by promoting their imported wines within these tourist destinations. U.S. exporters should also consider participating in imported wine anti-counterfeiting initiatives that are organized by Chinese distributors and e-commerce companies. These initiatives use wine tracing technologies to provide consumers with more information about their purchase. Participating could also help U.S. exporters create mutually beneficial relationships with Chinese distributors who also want to ensure their imported wines are authentic.