Robert Mondavi California targets Chinese wine experience seekers

ASC Fine Wines celebrated two milestones in May 2026: its 30th anniversary, which coincided with Robert Mondavi Winery’s 60th anniversary. 

As the iconic Napa Valley estate’s exclusive importer and partner in mainland China, ASC helped the brand gain a loyal following amongst Chinese consumers over the past three decades.

Coinciding with its anniversary, Robert Mondavi Winery unveiled its new Oakville estate following three years of renovations to the tune of more than US$200 million (£149.6m) on 20 April. db provided an insider glimpse into the facilities, along with insights into the advanced winemaking technologies of its newly built To Kalon cellar. 

Launched in time for Robert Mondavi Winery’s 60th anniversary, 180 bottles of its 2023 Commemorative Edition Napa Valley Cabernet Sauvignon were available to the mainland Chinese market in a collector’s gift box. 

Premium pours at accessible price point

The limited edition wine was sourced from To Kalon Vineyard in Oakville and Wappo Hill Vineyard in Stags Leap District. As 2023 was one of the longest growing seasons in recent years, the slow and even maturing of grapes yielded a wine of notable purity, concentration and freshness. 

In addition to the Napa Valley wines, Robert Mondavi Winery introduced its premium collection Robert Mondavi California to the Chinese market. Consisting of Cabernet Sauvignon, Chardonnay and Pinot Noir, they offered Chinese consumers a more accessible price point to experience the brand. 

The collection’s Cabernet Sauvignon and Chardonnay grapes hailed from Mendocino County, where cooler temperatures and gravelly terroir enhanced structure and balanced ripeness. The 2024 Cabernet Sauvignon featured notes of black cherries, dried herbs and firm, elegant tannins, while the 2024 Chardonnay included hints of nectarine and mango with a toasty brioche finish.

Monterey sourced grapes added vibrant red fruit notes and fresh acidity to the collection’s Pinot Noir wines. The 2024 Pinot Noir offered notes of dark cherry, strawberry and allspice with a lengthy finish.

“Our goal was to deliver exceptional quality without the high price tag,” noted Yamil Sales, Robert Mondavi California’s lead winemaker. “The result is a fresh, complex range that reflects the spirit of innovation and high standards associated with the legacy of Robert Mondavi.” 

‘The soul of Napa Valley’

“(Robert Mondavi Winery) is not only the soul of Napa Valley but also one of the most recognised and beloved American wine brands amongst Chinese consumers,” said Don St. Pierre, CEO of ASC Fine Wines, at the estate’s official reopening on 14 May.

“For three decades, ASC has shared the vision of bringing the world’s finest wines to China with professionalism and passion. Looking ahead, we will continue to strengthen the influence of this iconic brand in the country.”

“Robert Mondavi is a flagship within the Constellation Brands portfolio,” stated Simon Towns, international managing director with Constellation Brands and owner of Robert Mondavi Winery. “The China market holds strategic significance for its long-term growth. We highly appreciate ASC’s deep expertise over the past three decades and look forward to working closely with the team to maximise the potential and presence of this important brand in China.” 

Related news

ASC Fine Wines toasts 30 years: ‘The best is yet to come’

ASC Fine Wines and Vinarchy strike exclusive distribution deal

ASC Fine Wines: events are the gateway to China's wine consumer