French wine has increasingly shifted toward premiumisation across China and the wider Asian market in recent years. Import figures from various countries consistently show France leading by average bottle value.
China is a clear example: although the volume of French wine entering the market has been declining, its unit price remains the highest – and continues to rise. On the ground, this translates into the quiet disappearance of generic regional wines, while classified growths – especially big-name châteaux – remain firmly in demand.
This divergence is reflected in the financial performance of major wine groups. In Hong Kong, Jean-Baptiste, COO of JM Cazes Selection, told Vino Joy News that despite global challenges, the group’s business in Asia has remained robust. The region contributes 30% of the company’s global turnover, with several markets posting strong growth.
A 30-Year Head Start
Owner of renowned estates such as Château Lynch-Bages and Château Ormes de Pez, the Cazes Family began investing in Asia long before most of its peers. According to Jean-Baptiste, the group first entered Hong Kong three decades ago, leveraging founder Jean-Michel Cazes’ early professional ties. The city became the group’s springboard into Asia, alongside Japan, which remains one of its largest markets today.
The group’s entry into Mainland China dates back 25 years, a time when French wine was scarcely visible in the country.
JM Cazes Selection also partnered directly with several Chinese importers—an early start that, Jean-Baptiste believes, has cushioned the company from recent market turbulence.
Today, Asia and the Americas are JM Cazes’ two largest regions, each representing 30% of global business. Within Asia, Mainland China is the group’s second-largest market followed by the combined Hong Kong – Macau region.
Why the Right Partner Matters More Than Market Size
JM Cazes Selection long-standing commitment to Asia reflects the strategic vision of the late Jean-Michel Cazes. “We are simply carrying on what he began.” says Jean-Baptiste.“Despite the complexities, Asia is still a priority for us, and we’re still growing. Markets like Japan remain pillars, while emerging countries such as Thailand, Malaysia, and Vietnam are showing real momentum.”
Thailand is one of the most striking examples. Although not the largest in volume, it has been among the fastest-growing markets since the last 3 years. There is also the impact of the removal of wine tariffs two years ago. But Jean-Baptiste stresses that growth is never driven by a single factor: “We’ve been working with our partner in Thailand for more than 25 years.”
JM Cazes was the first wine brand brought into Thailand by IWS – now one of the market’s largest distributors. The partnership has helped position JM Cazes as one of the most recognised French wine names in the country.
Malaysia, though modest in scale, is likewise important due to its steady growth and consistent importer partnerships. In Jean-Baptiste’s view, distributor relationships are often more decisive than macroeconomic conditions: “Our distributors are our ambassadors. They speak about our wines to restaurants and key customers every day. With the right partner, you can succeed even when the market isn’t ideal.”
Trade Uncertainty Is Already Rippling Through Asia
“For JM Cazes selection US isn’t our largest market, and our portfolio is well spread. A 15% tariff is debatable but manageable – higher than Hong Kong, but lower than China or Vietnam.”
The real challenge, he notes, is the uncertainty: “These situations make planning extremely difficult. Customers don’t know whether to order now, wait, or stock up. Tariffs create confusion at every step.”
He adds that the China–US trade tensions have also reshaped Asian trade dynamics. Chinese clients who once traded actively with the US have cut back, suggesting a broader economic impact that indirectly affects wine business.
From Estate Owner to Global Merchant
Like many leading Bordeaux estates, the Cazes family has expanded its footprint beyond Bordeaux into Portugal (Douro Valley) with Roquette & Cazes, Languedoc ( Minervois La Livinière ) with Domaine de L’Ostal and Vallée du Rhône (Chateauneuf du Pape) with the Domaine des Sénéchaux. The group also operates restaurants, hotels, and—through JM Cazes Selection—a global distribution business.
Jean Baptiste describes two pillars of the JM Cazes Selection business: Distributing wines from the Cazes family and representing other family-owned producers from Bordeaux but not only, who share similar values, offering them access to JM Cazes’ global distribution network.
This year at Wine Paris, the company launched their “Master Selection”, curated in partnership with Master of Wine Mark Pygott. The programme identifies high-potential wines worldwide for distribution across 80 markets. The first three wines come from Barossa Valley, the Loire, and Tokaj.
The initiative offers two key advantages: Confidence in curation, thanks to the combined expertise of JM Cazes selection and Mark Pygott and Logistical convenience, with selected wines consolidated in the group’s Bordeaux warehouse—allowing, for example, French retailers to order small lots of Australian wine alongside Bordeaux shipments.
Jean-Baptiste says the programme will expand over time and does not rule out including Chinese or broader Asian wines one day.
The group is also advancing organic certification, multiple ISO systems, and carbon-reduction efforts such as lightweight bottles and recyclable materials. Strengthening relationships with key partners- such as Links Concept and Watson Wine in Hong Kong, Cathay Pacific, Seapower in Macau – remains central to its international strategy.
“We Sell Wines We Are Happy to Drink Ourselves”
JM Cazes continues to pursue a diversified product strategy across regions, from classic Bordeaux to more contemporary Douro wines and innovative projects in Languedoc.
On the rising global interest in non-alcoholic wine, Jean-Baptiste acknowledges its growing demand and commercial potential – especially as groups like Penfolds and LVMH invest heavily in the category.
We have been studying non-alcoholic wine for over a decade and have tasted many options, but they have not met our expectations in term of taste. We continue to follow developments in this category with interest.
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