ASC Fine Wines, one of China’s largest wine importers and distributors, has upgraded its bonded warehousing system as part of a wider strategy to build a more flexible supply chain and reinforce its position in the Chinese market. The move marks a major structural initiative since the St Pierre family regained full ownership earlier this year.
Under a new agreement with Shanghai Waigaoqiao International Trade Operation Center Co. Ltd. (ITOC), ASC’s partner wineries can now store their wines in China under their own ownership, creating pre-positioned inventory within bonded warehouses. Distributors that purchase ASC wines will be able to keep products in bonded status, a change that aims to improve supply-chain flexibility and capital efficiency.
ASC and ITOC announced last week that they had signed a memorandum of understanding to establish a next-generation strategic partnership designed to redefine how global wine brands enter and operate in the Chinese market.
Deepened Cooperation in the Free Trade Zone
ITOC, located in the China (Shanghai) Pilot Free Trade Zone, is a major operational hub providing integrated international trade and supply-chain services. According to both parties, their cumulative trade volume has already exceeded RMB 1.38 billion (US$193.8 million). The latest cooperation expands on years of collaboration and is described as a step toward creating a new model for imported wine operations in China.
One of the new program’s highlights is a customized “Wine Concierge Service” for partner wineries. The service provides end-to-end support that includes guidance on regulatory compliance, market-entry planning, brand-building assistance, and access to ASC’s nationwide distribution network.
Under the new framework, wineries can retain product ownership while storing their inventory in ASC’s bonded warehouse within the Free Trade Zone. This arrangement gives producers greater operational flexibility and control.
At the same time, Chinese clients can purchase wines that remain in bonded status and opt to continue storage under tax-free conditions. When delivery is requested, ASC will coordinate payment of duties and taxes, then arrange transport to a post-duty warehouse operated with GFS, or directly to the customer’s designated location.
Both sides also plan to explore customized financial and trade facilitation measures to support ASC’s growing import volume and to improve efficiency in logistics and financing.
Confidence in China’s Wine Market
“This partnership reflects our deep trust in ITOC and our unwavering confidence in the future of China’s imported wine market,” said Don St. Pierre Jr., chief executive officer of ASC Fine Wines. “Together we are creating a dynamic and adaptable platform that empowers wineries to enter the Chinese market with greater ease, efficiency, and strategic control across all aspects of their business.”
He Guoguang, Party Secretary and Chairman of ITOC, said the partnership aligns with China’s broader policy of high-level opening-up.
“We are proud to align this initiative with China’s national strategy of high-standard opening-up,” He said. “By combining ASC’s market expertise with the Free Trade Zone’s logistical and policy advantages, we are setting a new benchmark for international trade collaboration in the wine sector.”
ASC Reinforces Market Presence With Family Ownership
Founded in 1996, ASC Fine Wines is widely regarded as a pioneer in China’s fine wine import and distribution industry. The company manages a global portfolio of premium wines and spirits and is known for its professional sales team, national distribution network, and long-standing commitment to promoting wine culture in China.
In June, the St Pierre family regained 100 percent ownership of ASC. The family’s connection to China dates back to 1985, when it first entered the market. Following the ownership transition, ASC announced its “ASC NextGen” strategy — a plan to strengthen its traditional wholesale network while expanding its direct-to-consumer (DTC) business. The strategy also includes developing tailor-made market entry plans for its winery partners.The new partnership with ITOC is viewed as one of ASC’s most significant initiatives since the family’s return. It reflects the company’s long-term commitment to the Chinese market and marks a major step in implementing the ASC NextGen strategy.
