ASC Fine Wines hosts Wine Lounge at China’s largest wine fair

ASC Fine Wines, a leading importer and distributor in China, has collaborated with brands including Grand Bateau, Louis Jadot, and Masi, to host an ‘ASC Wine Lounge’ pop-up event at Chengdu Courtyard.

The wines present in the lounge are exclusively available through ASC in China, a subsidiary of the Suntory Group.

The importer and distributor hosted these wines as part of the 110th China National Sugar and Wine Fair, China’s largest annual wine fair.

Chengdu Courtyard, the location of the Lounge, is located in the historic district of “Wenshu Fang” in Chengdu in West China, and boasts a rich cultural legacy dating back to the Qing Dynasty.

Masi’s Lunar New Year Limited Edition was included in the lineup of exclusive wines at the event, at which ASC Fine Wines engages with media and influencers with the aim of amplifying these brands in the Chinese market.

At the event, Masi and Louis Jadot hosted masterclasses, offering insight into their wines’ unique terroirs.

China Food & Drinks is one of the longest-running trade fairs held in China. Its history dates back to 1955 when it was organised for the first time in Beijing. Since then, the fair has been held twice a year, in autumn and spring. It is one of the most popular events for the industry in the Chinese market. The fair is organised by the China Sugar and Wine Group Corporation.

It took place from 20 to 22 March 2024 at the Century City New Int’l Exhibition Center, Yulin, Wuhou District, Chengdu, Sichuan, China.