Abstract: Understanding the consumer's preferences for Chinese rice wines under different serving conditions is significant to develop the market of Chinese rice wine. 30 consumer panelists were asked to evaluate different samples of Chinese rice wine with different additives and under different serving temperature by consumer preference test and sensory profiles analysis in the present work.Based on the analysis of variance for the hedonic ratings of different Chinese rice wines,the serving temperature did not significantly affect the consumer 's preference,while the different additives showed significantly effects on the consumer's preference for Chinese rice wine samples( p < 0.01). The addition of honey significantly improved its preference score,while the addition of ginger,especially the enhanced aroma intensity of ginger under higher temperature of 45 ℃,decreased the preference score of panelists.It can be concluded that the impact of serving conditions on consumer preferences for Chinese rice wine was related with the changes of some mainly sensory characteristics of Chinese rice wine.