ASC Fine Wines Ramps Up Hiring After Family Buyback

Years ago, Violet Yao first joined ASC Fine Wines, witnessing how the company broke ground in China’s wine market. Later, she moved on to continue her career elsewhere in the industry. This summer, she chose to “come home.” Just three months after the St. Pierre family reacquired ASC, Yao returned as Director of Winery Partnerships and Brand Strategy. “Returning to ASC feels like a homecoming at the right moment,” she said.

Yao’s return is not an isolated case. In just three months, ASC has welcomed more than ten new hires across sales, marketing, and supply chain. At a time when most importers are still on the sidelines amid a sluggish market, ASC has chosen to invest in people — a contrarian expansion that carries a clear signal.

ASC Fine Wines, a leading wine importer and distributor in China, announced it is further strengthening its team with the addition of over ten professionals across key functions and regions. The move follows the June 2, 2025 buyback, when founder Don St. Pierre Jr. and his family reacquired ASC from Suntory. The goal: accelerate growth through talent investment and prepare for recovery and new opportunities.

The expansion bolsters ASC’s capabilities in both direct-to-consumer (DTC) and direct-to-business (DTB) channels, adding roles in sales, brand management, marketing, supply chain, HR, and procurement.

Violet Yao, who previously served ASC for many years, said: “Returning to ASC feels like a homecoming at the right moment. Since the family’s return, the company’s direction has become clearer, its strategies more focused, and the team visibly energized. I’m confident about the market’s potential and thrilled to rejoin ASC at this time to open a new chapter with our brand partners.”

Yao brings more than 20 years of experience in sales, operations, business development, and marketing, with strong international perspective and cross-cultural communication skills.

For those stepping into these roles, the sense of renewal is palpable. Mike Wong, ASC’s new sales manager for Hong Kong, who has worked in hotels, clubs, and wine companies across the city, described the company’s ambitions for Hong Kong and Macau as “clear and ambitious.” He added: “Joining now, with new investment in people and strategy, is very motivating. I look forward to working with the team to strengthen our presence in this market and deliver more for our customers and suppliers.”

In Chengdu, Ray Zhang, newly appointed senior sales manager for West China, said his decision to join was driven by ASC’s reputation and the confidence shown by the St. Pierre family. “There’s a renewed entrepreneurial spirit here. I see growing interest in fine wine in western China, and I’m confident our team is well prepared to meet that demand,” he said.

Founded in 1996 by Don St. Pierre Sr. and Don St. Pierre Jr., ASC has long been regarded as one of China’s pioneering fine wine importers. In June, the family completed its buyback of the company from Suntory and immediately unveiled its NextGen strategy. The plan focuses on reinforcing ASC’s traditional distribution system, accelerating its direct-to-consumer business, and offering tailored market solutions for winery partners.

The latest hiring drive is built around this strategy, aimed at offering clients faster, more flexible service while bringing winery partners stronger brand support and market engagement.

“This investment reflects our belief in the long-term potential of China’s wine market,” said Don St. Pierre Jr., Chairman and CEO of ASC. “At ASC, we have always believed our people are our greatest asset. Expanding the team since our return to family ownership shows our commitment to bringing in talent we trust. While market conditions remain challenging, we are making careful, forward-looking investments so ASC is ready as recovery takes hold.”

Monica Xu St. Pierre, Lead Director of ASC, echoed the sentiment: “Our people have always been the heart of ASC’s success. We are bringing together experienced leaders and new voices to create a team closely connected to the market. This investment strengthens our ability to support customers and suppliers and lays the foundation for the next stage of wine culture in China.”