ASC Fine Wines builds team with more than 12 new hires
Chinese fine wine importer and distributor ASC Fine Wines has completed a major recruitment drive across all areas of its business following the St. Pierre family’s reacquisition of the company from Suntory in June.
ASC Fine Wines has announced a major expansion of its team following the company’s return to family ownership just three months ago.
The St. Pierre family reacquired the company from Suntory on 2 June 2025.
Don St. Pierre Jr, the company’s chairman and CEO, said: “Expanding the team since our return to family ownership shows our commitment to bringing in talent we believe in.”
He said the investment in talent “reflects our belief in the long-term potential of China’s wine market”, despite “challenging” conditions in the market today. “We are making deliberate investments so ASC is ready as recovery takes hold,” he said.
ASC has recruited for more than 12 roles across direct-to-consumer and direct-to-business sales (covering on-premise, off-premise and distributors), brand management, marketing, supply chain, human resources and procurement in both Mainland China and Hong Kong.
Monica Xu St. Pierre, lead director of ASC, said the company’s investment in talent “strengthens our ability to support customers and suppliers and prepares us for the next stage of wine culture in China”.
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Mike Wong has joined the business as sales manager for Hong Kong. He praised the company’s plans for Hong Kong and Macau, calling them “clear and ambitious”.
Ray Zhang has joined the business as senior sales manager for West China. He said of his new role: “I see growing interest in fine wine in western China, and I’m confident our team is well prepared to meet that demand.”
ASC Fine Wines’ new leadership hires cover roles including:
• Direct-to-business general manager, China — overseeing on-premise, off-premise, and distributor channels
• Direct-to-consumer general manager, China
• Director of winery partnerships & brand strategy
• Sales director, East Region
• Sales managers in Shanghai, Hong Kong, and Chengdu
• Brand managers in marketing and communications
• Procurement, supply chain, and HR executives
ASC is continuing to recruit across multiple areas of the business and is actively seeking talent.
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