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Leading Chinese fine wine importer says it’s “back to business”

ASC Fine Wines’ recent tasting event in Chengdu signalled that China’s fine wine market is finally bouncing back.

When one of China’s leading wine importers, ASC Fine Wines, staged its first large-scale portfolio tasting of the year it sent a signal to the market that confidence is gradually returning to China’s wine industry.

Titled ‘ASC Wine Gallery’, the event was held on 11 April at Chengdu Red Art Museum where 21 of ASC’s exclusive fine wine brands including Grand Bateau, Louis Jadot, Champagne Barons de Rothschild, Freixenet, Robert Weil, Masi, Banfi, Robert Mondavi and Lapostolle were showcased.

In addition to the grand tasting, a series of masterclasses took place to a full room of wine professionals.

ASC Wine Gallery was designed to inject artistic elements into the wine tasting experience, combining visual stimulation with taste to create a multi-sensory experience for guests.

Speaking at the event, ASC Fine Wines’ CEO Makoto Nagae noted the synergy between art and wine.

“The beauty of our wine in such an aesthetic environment lies in the way that it engages all of our senses and invites us to explore its many dimensions and nuances,” he said.

The event also coincided with China’s wine trade congregating at the CFDF, in the country’s southwestern Chengdu, to gauge market sentiment and explore business potential following China’s re-opening.

“After three years of the pandemic, it might take some time for the wine trade to regain confidence,” Nagae spoke frankly. “As a company, we want to assist and inspire our partners with our actions, and to achieve success with our like-minded partners who share our aspirations and goals.”

Mario Aron, COO, ASC Fine Wines added: “Although last year there were a lot of uncertainties, we still held over 200 different wine events. As the pandemic comes to an end and the market recovers, we will launch more creative events across the country this year. We hope these activities will help our customers,” he says.

Despite challenges during 2020-2022, when the wine industry was hit hard by the pandemic, the importer still succeeded in adding more than 20 exclusive wine brands.

Founded in 1996, ASC is one of China’s foremost wine importers.

In 2010 it was acquired by the international drinks giant Suntory Group.


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