ASC Targets New Growth Phase in China’s On-premise and Direct Sales

As China’s on-trade sector shows signs of recovery, ASC Fine Wines, the country’s leading wine importer, has launched a series of events aimed at re-engaging on-premise and private clients. The “Wonder with ASC” events, featuring an expanded portfolio that includes returning Australian wine icons and new brands, signify what the company hailed as “a potential new growth phase” for its development in China’s on-premise and direct sales channels.

Head across China in Beijing, Guangzhou, and Shanghai, the ‘Wonder with ASC’ roadshow drew over 300 guests each, reflecting a heightened interest in premium wine experiences and a renewed vibrancy in the market.

Following years of market adjustments and pandemic-related challenges, the roadshow is described by the company as a catalyst for new growth phase in China’s on-premise and direct sales channels.

A key feature of this year’s roadshow was the focus on wines tailored for the on-premise and direct sales markets, including restaurants, bars, hotels, and corporate and private customers. The curated selection aimed to meet the sophisticated demands of these clients, providing premium wines that enhance dining and drinking experiences.

ASC showcased how these wines could be seamlessly integrated into menus and wine lists, offering sommeliers and F&B experts an extensive range of options to suit various cuisines and dining styles, as well as for personal enjoyment and corporate gifts.

The roadshow featured over 150 wines from renowned regions worldwide, including newly relaunched Australian brands. With lifting of punitive tariffs of Australian wines in late March, ASC reintroduced iconic names such as Yalumba, Henschke, and Leeuwin Estate, and added De Bortoli to its portfolio. The return of these brands was met with great enthusiasm, showcasing the rich heritage and innovation of Australian winemaking.

Chinese wines also took center stage, with brands like Kanaan Winery and Longyu from Ningxia, and Domaine Muxin from Shangri-la, Yunnan Province, gaining significant recognition. Masterclass hosted by the winery owners of Kanaan Winery and Domaine Muxin and ASC’s National Wine Education Director, Dorian Tang, in Beijing offered guests an in-depth understanding of the terroirs of Ningxia and Shangri-la.

ASC’s dedication to quality and diversity was further emphasized through new partnerships with Champagne Duval Leroy and Spain’s iconic Vega Sicilia. The roadshow showcased a diverse range of fine wines from around 40 global producers, attesting to ASC’s commitment to bring some of the most coveted fine wines to Chinese market.  

Makoto Nagae, CEO of ASC Fine Wines, emphasized the company’s focus on creating rich experiences for consumers. “With our brilliant wine products that embody our focus on quality and diversity, we will create rich experiences for people and inspire delightful moments with our wines,” Nagae said.

Looking ahead, ASC Fine Wines has an exciting calendar of events planned for 2024, including winemakers’ dinners, exclusive parties, and immersive wine region tours designed to support the rebound of China’s wine market. “The best way to promote wine is to let consumers and customers experience it firsthand. Tasting events and winery visits create a face-to-face dialogue environment, allowing customers to better understand and experience each wine,” Nagae explained.

As China’s wine market undergoes a renaissance, ASC Fine Wines is positioned to make a significant impact. The “Wonder with ASC” roadshow marks the beginning of a year filled with premium wine experiences, showcasing ASC’s resilience and forward-thinking approach in the evolving landscape of China’s wine industry.