Vinarchy taps into ‘storytelling that fits local culture’ in Asia

Sean Cunial, Vinarchy’s regional managing director, Asia discusses the Australian group’s strategy for China and the broader Asian market with Joyce Yip.

In mid-October, Vinarchy’s group premium winemaker Craig Stansborough stood in front of a crowd to promote the company’s latest spotlight labels from Australia, pairing bottles of Hardys, Grant Burge, Petaluma and Bay of Fires with king scallops, barbeque octopus, jumbo quail and wagyu striploin. The next day, he flew to Taipei for a similar event.

This was a part of Vinarchy’s new strategy to promote “approachable premium styles, simpler taste cues and storytelling that fits local culture” among fast-moving regions like Asia, says Sean Cunial, Vinarchy’s regional managing director, Asia.

Vinarchy – a portmanteau of “vin”, or wine in French, and “archy”, Greek for leadership – was born this April after French distributor Pernod Ricard sold its international wine portfolio to Australia-based Accolade Wines. Its portfolio now includes Jacob’s Creek, Orlando and St Hugo in Australia, Brancott Estate, Stoneleigh and Church Road in New Zealand and Campo Viejo, Ysios, Tarsus and Azpilicueta from Spain.

Vinarchy now plans to focus on lighter drinkers via pushes like mini bottles, chilli-infused rosé, mid-strength Sauvignon Blanc and new packaging.

For Asia specifically, Cunial hopes to further align Vinarchy’s portfolio with food pairings, on top of no and low alcohol options.

“Weekday meals, casual drinking and lighter, food-led moments: these are shaping the styles and formats we prioritise so wine fits naturally into everyday life without compromising quality,” he says. Regional preferences are also taken into consideration: the revamped Crest range from Hardys – an 1853-born Australian label – for instance, is founded upon data collected from AI flavour mapping across China, Japan and South Korea.

Vinarchy’s latest strategy responds to a growing demand for Australian wines since China removed its tariffs on the industry in March 2024.

Wine Australia – the country’s statutory body for the grape and wine sector – claimed its exports to Mainland China exceeded AU$1 billion one year after the tariffs were lifted.

The International Wine and Spirits Record’s China Report 2025 also predicted that as wine sales decline in 2026, premium, quality wines will rise over low-end local wines. “Australian wines will continue to take share from other major producers such as France and Chile in 2025,” it proclaimed.

At Vinarchy, Cunial has seen demand rise among “trusted Australian brands and styles suited to dining and gifting”.

Though post-tariff demand from Mainland China has softened imports from Hong Kong, it remains a priority market for the group.

“In Mainland China, our focus is on steady, brand-building distribution. We are strengthening our presence in still wine, direct-to-premise channels and major digital platforms,” he says.

Outside of the Chinese Mainland, Vinarchy still has eyes on Hong Kong.

“Hong Kong continues to be Asia’s premium gateway,” Cunial says. “Engagement with fine wine, sparkling and premium Australian labels is strong…We see a resilient group of fine wine buyers who stay loyal to provenance-driven reds and celebratory sparkling, alongside a growing ‘everyday premium’ audience using wine more casually with food. There is also a more omnichannel customer base mixing specialist retail, e-commerce and concierge models, often looking for guidance on taste and value rather than relying on labels alone.”

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