How Zinfandel is Becoming Asia’s Unlikely Wine Star

For decades, Cabernet Sauvignon and Chardonnay have been the stars of California’s wine exports to Asia. Yet, in a quiet yet remarkable shift, Zinfandel is now sharing the spotlight. At Delicato Family Wines, a fourth-generation family-owned winery and one of the leading wine producers in the U.S., Zinfandel has emerged as one of its most-exported varieties, surpassing traditional favorites.

The numbers tell the story. In 2024, Delicato reported a stunning 95% increase in Zinfandel sales across Asia compared with the previous year, according to Tom Kriegshauser, the company’s Asia Pacific Director. It’s not a fleeting trend but the result of steady, deliberate efforts by the winery, whose Zinfandel portfolio ranges from the balanced wine in California appellate Gnarly Head, to the bold and approachable Brazin Old Vine Zinfandel in Lodi to the polished Director’s Cut from Sonoma’s Dry Creek Valley.

Globally, Delicato sells over 500,000 cases of Zinfandel annually, with about 44% destined for export markets. The numbers are impressive, but what’s more intriguing is how Zinfandel, a grape often overshadowed by more flamboyant Cabernet, has found a refreshing new audience in Asia.

A Grape With Deep Roots

Zinfandel’s history in California stretches back to the Gold Rush era, when European settlers recognized the grape’s ability to thrive in the state’s Mediterranean climate. Today, more than 16,000 ha of Zinfandel are planted in California, making it the third most-crushed grape variety.

For Delicato, Zinfandel is deeply personal. “Zinfandel has been part of my family’s story since my grandfather planted our first vineyard in the Lodi region in 1924,” said Chris Indelicato, the 100-year-old company’s owner, president, and chief executive. “What I love most is how versatile it is, whether big and bold or elegant and refined. To me, Zinfandel truly embodies the spirit of California.”

The Lodi region, produces over 40% of California’s Zinfandel. Its old vines, many planted in the early 20th century, yield grapes with exceptional depth and concentration.

What’s Driving Zinfandel’s Surge?

The growing popularity of Zinfandel in Asia is no accident. It reflects a strategic combination of heritage, quality, and adaptability by Delicato Family Wines, paired with shifting consumer preferences toward approachable and versatile wines.

Delicato Family Wines, has been instrumental in this success and their nearly century-long history has allowed them to build multi-generational relationships with growers, some spanning three generations, ensuring access to fruit that speaks to the essence of Zinfandel. These deep roots—both literal and figurative—have enabled Delicato to craft wines that balance boldness with finesse.

But the appeal of Zinfandel in Asia goes beyond heritage. Its versatility makes it a natural fit for a region where wine is still finding its place at the table. The grape’s fruit-forward character and approachability allow it to straddle both casual and formal occasions. The Brazin Old Vine Zinfandel, with its bold black cherry and black pepper notes, pairs effortlessly with smoky Korean barbecue or spicy hot pot. At the other end of the spectrum, the Director’s Cut Zinfandel, sourced from Zinfandel’s premier AVA, Sonoma’s Dry Creek Valley, offers a more refined expression, with layered flavors and structure that complement fine dining.

 “Wine remains relatively new to many consumers in Asia, making Zinfandel an ideal first red wine for newcomers, much like it has been for many Americans,” he said. “California represents new ideals and lifestyles, and Zinfandel is deeply intertwined with its identity—reflecting the Old Vines, sunshine, boldness, and Gold Rush spirit.”

The company’s ability to cater to diverse palates has also fueled innovation. In response to the spirits trend, Delicato launched the 1924 Whiskey Barrel Aged Zinfandel, which has gained a following among whiskey enthusiasts in Asia.

Old Vine Zinfandels have been particularly successful. Delicato’s top two Old Vine Zinfandel wines have doubled their sales in 2024, with buyers drawn to their rich flavors of black cherry and black pepper, moderate tannins, and refreshing acidity.

“As California’s flagship variety,” Kriegshauser notes. “Old Vine Zinfandel embodies the tradition and resilience of the region, offering a well-balanced wine with great ripeness and noticeable oak influence, an appealing choice for curious wine consumers.”

The Rise of Zinfandel in Urban Asia

Zinfandel’s growing foothold in Asia mirrors a broader shift in how the region approaches wine.  As the middle class expands, more consumers are seeking wines that fit into their evolving lifestyles. In cities like Hong Kong, Shanghai, and Singapore, Zinfandel is making inroads at high-end wine bars, private clubs, and fine dining establishments.

“Compared to Cabernet Sauvignon or Pinot Noir, Zinfandel has a story that resonates,” Kriegshauser said. “Its unique characteristics reflect California’s renowned viticulture and offer a taste of its heritage.”

But Zinfandel’s appeal isn’t limited to luxury markets. It has also found a home at casual gatherings, where its approachable style and compatibility with popular dishes make it a favorite among younger drinkers.

“Additionally, we must recognize the expanding middle class in urban and suburban areas who are increasingly shopping at high-end hypermarkets for social gatherings,” he said. “Just as Zinfandel has served the middle class well in the U.S., we are confident it will integrate into the growing lifestyle of Asia’s middle class.

Challenges on the Horizon

Still, Zinfandel’s rise in Asia is not without obstacles. It remains a niche variety compared to the global dominance of Cabernet Sauvignon and Pinot Noir. Additionally, shifting perceptions about wine consumption is an ongoing challenge.

“While some regions excel at formal tastings, many consumers in Asia view these as the only way to appreciate wine,” Kriegshauser said. “This can alienate newcomers. We hope to use Zinfandel as a gateway for joyful and fun wine appreciation in Asia.”