ASC reappointed as Viña Los Vascos distributor in China

Domaines Barons de Rothschild Lafite and ASC Fine Wines join forces again to ensure comprehensive Chinese distribution for the Chilean winery. Rebecca Lo reports.

Domaines Barons de Rothschild (DBdR) Lafite and ASC Fine Wines will resume their Viña Los Vascos journey together, with the Shanghai-based importer and distributor reappointed as the exclusive distributor for the Chilean estate in mainland China. 

The partnership signalled a deeper connection between ASC’s St. Pierre family and the Rothschild family. As ASC originally distributed Los Vascos when the winery first entered China, the agreement is particularly consequential following its previous multichannel distribution when ASC was under Suntory ownership. 

With their shared history, the St. Pierre and Rothschild families embark upon the next phase in China’s wine industry by focusing on consolidated distribution channels, committed brand building, and deeper consumer engagement. The two families will work together to oversee seamless distribution transition for Los Vascos. 

A strategic decision

The winery is one of the most important strategic moves for ASC since its return to family ownership in June 2025, underscoring a promise with DBdR Lafite towards growing a sustainable future for Chinese wine consumers. 

Part of DBdR Lafite’s portfolio since 1988, Los Vascos was founded in 1760 and spans 3,600 hectares along the Chilean Coastal Range in the foothills of the Colchagua Valley. Merging Bordeaux winemaking tradition with Chile’s unique terroir, the property’s vineyards enjoy a microclimate that reaps the benefits of the Pacific Ocean’s natural cooling effects to define its wines. 

As China shifts from a market dominated by gifting and institutional consumption to one based on individual choices and lifestyle experiences, the wines of Los Vascos are poised to address evolving consumer criteria. Known for their balance, accessibility and authenticity, the wines include classic single varietals, the Cromas Gran Reserva range, the Le Dix featuring Cabernet Sauvignon grapes from vines over 50 years old, and the late 2025 launched Cañetén with its expression of Chilean wine’s future. 

Shared values and commitment to wine market

ASC’s chairman and CEO Don St. Pierre Jr. felt that Los Vascos’ diversity and brand story were exactly what Chinese consumers seek when they choose wine for personal enjoyment.

“Our relationship with DBdR Lafite has always been one of the meaningful chapters in ASC’s history,” stated St. Pierre. “Los Vascos is an estate we know well and that we helped build in China during an earlier stage in the market, which makes this partnership deeply personal. 

“The decision by the Rothschild family to entrust ASC with Viña Los Vascos reflects not only our commercial capabilities but also the shared family values and commitment to the health of the wine market that connect our two families.” 

A new chapter begins

“We are pleased to begin this new chapter for Viña Los Vascos in mainland China with the St. Pierre family,” said Saskia de Rothschild, chair of Domaines Barons de Rothschild Lafite. “Our families share a belief in long-term stewardship, quality and trust. Los Vascos has always represented openness, authenticity, and the pleasure of sharing wine.”

“Viña Los Vascos has strong roots in China and ASC was an important partner in helping build that foundation,” noted Antoine Granger, deputy CEO with Domaines Barons de Rothschild Lafite. “As the market evolves, we need a partner with national reach, disciplined channel management, and a deep understanding of how Chinese consumers are changing. ASC brings those capabilities.” 

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