Domestic Chinese wineries raise their game
The alliance between Longting Vineyard and ASC Fine Wines signals the rise of professional representation for domestic producers across China, Rebecca Lo reports.
Shandong-based Longting Vineyard and Shanghai-based importer and distributor ASC Fine Wines are joining hands. On 20 April 2026, Longting owner Song Yan and ASC chairman and CEO Don St. Pierre Jr. formally inked a deal in the coastal town of Yantai.
The agreement granted ASC exclusive omnichannel distribution rights for Longting’s core products across mainland China. It further allowed ASC on-trade exclusivity for the estate’s premium wines Longting Sea Breeze Chardonnay Reserve, Jade Late Harvest, and Cabernet Franc Reserve.
Founded in 2009 with 68 hectares situated along the eastern slope of Mount Feng, Longting has a reputation for biodynamic agriculture that yields expressive terroir-led wines. The family-operated estate’s quiet ambition has garnered the winery a number of awards including gold for its Reserve Sea Breeze Chardonnay at the 2025 Decanter World Wine Awards.
A family business itself, ASC was established in 1996 by Don St. Pierre Jr. and his father. Following 15 years under Suntory ownership, the St. Pierre family regained control in 2025 and it currently represents more than 1,000 wines from 15 countries across its mainland China, Hong Kong and Macau network.
Domestic producers increasingly feature on ASC’s portfolio in line with the gradual maturity of Chinese estates. St. Pierre stressed that building a world-class portfolio of domestic producers alongside its international references was critical going forward, with Longting fitting right in.
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Authenticity and excellence
“Longting brings not only a respected winery but also the distinctive terroir and identity of Penglai, one of China’s most exciting fine wine regions,” said St. Pierre. “This adds an important new dimension to our Chinese wine portfolio.
“Longting is a winery committed to authenticity and excellence, with owners who care about reputation, craftsmanship, and creating something meaningful for the future. Those values matter greatly to us.
“ASC has the most professional fine wine distribution network and brand building capabilities in China,” said Song. “This partnership will enable more Chinese consumers to enjoy Longting’s quality offerings with ease.”
At the signing event, guests were treated to a vertical tasting of Longting across multiple vintages to illustrate the wines’ ageing potential to on-trade professionals. In the days since, ASC began rolling out Longting wines across various channels including fine dining restaurants, retailers and e-commerce platforms. Engagement and storytelling opportunities including tastings, sommelier education sessions and consumer initiatives are in the pipeline.
Longting represented more meaningful integration between China’s burgeoning premium wineries and distribution channels that historically focused on imports. As domestic brands continue to raise their game, local fine wines and international classics are poised to stand side by side on wine lists, retail shelves and consumer apps.
“We believe Longting is exactly where the future of Chinese wine lies,” said St. Pierre. “We are proud to begin this journey together, and we look forward to building something meaningful for many years to come.”
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