China’s leading wine company ASC Fine Wines announced today that it will become the exclusive importer and distributor of Jacob’s Creek in China from Jan. 1, 2026, in a deal that marks the relaunch of one of Australia’s most established wine brands in the market and the first major China move by newly formed wine group Vinarchy.
The agreement was signed on Dec. 11 and brings Jacob’s Creek into ASC’s portfolio as the company approaches its 30th anniversary in 2026. For Vinarchy, created this year through the merger of Accolade Wines and Pernod Ricard’s wine businesses in Australia, New Zealand and Spain, the appointment signals a strategic reset for Jacob’s Creek in a market where the brand once held mass recognition.
Jacob’s Creek is Vinarchy’s cornerstone brand and ranks among the world’s top 10 most valuable wine brands, according to industry estimates. With a winemaking history dating back 178 years, the label has accumulated more than 8,500 international awards and has been widely recognised for its ability to connect with consumers across global markets.
The brand was among the earliest Australian wine brands to achieve nationwide scale in China and, for years, ranked among the country’s top-selling imported wines. Its presence later faded amid trade disruptions and shifts in distribution, making the new partnership a relaunch rather than a routine agency change.
“Today marks a transformative moment for ASC and for Australian wine in China,” said Don St. Pierre, co-chair and chief executive of ASC Fine Wines. “Welcoming Jacob’s Creek into our portfolio is a strategic masterstroke and a fitting first chapter as we build momentum toward our 30th anniversary. Jacob’s Creek is more than a brand; it is an Australian institution that embodies consistent quality, approachability, and joy. Partnering with Vinarchy allows us to leverage our combined strengths to serve the Chinese market with unmatched depth and excellence. This move solidifies our promise to offer the most comprehensive and prestigious collection of Australian wines available anywhere.”
ASC said the partnership strengthens its Australian wine offering and reinforces its commitment to representing both fine wine estates and large-scale, globally recognised brands in China. The company was founded in 1996 by St. Pierre and has operated continuously across mainland China, Hong Kong and Macau, spanning on-trade, wholesale and e-commerce channels.
Nicholas Hall, Vinarchy’s general manager for North East Asia, said the company selected ASC for its reach, market knowledge and brand-building track record.
“We have the utmost respect for ASC’s 30-year legacy and its unparalleled reputation as the gateway for fine wine in China,” Hall said. “Under the renewed stewardship of the St. Pierre family, ASC is the ideal partner to write Jacob’s Creek’s next chapter here.”
Hall said the partnership is designed to help Jacob’s Creek navigate a changing Chinese market, where consumption has become more fragmented and price-sensitive, but where established brands still hold long-term value.
Under the agreement, Jacob’s Creek will be introduced through a portfolio tailored to China, spanning everyday drinking wines as well as higher-tier offerings. ASC said the range will include the AU888 Series and Winemaker’s Selection, alongside premium lines such as the Reserve and Double Barrel selections, aimed at covering casual dining, formal occasions and gifting.
ASC currently represents more than 1,000 wines from over 100 wineries across 16 countries. Its Australian portfolio already includes De Bortoli, Leeuwin Estate, Yalumba and Henschke, and the addition of Jacob’s Creek further broadens its coverage of the category.
Vinarchy, formed in 2025, is a global wine company with annual net sales exceeding A$1.5 billion. The decision to appoint ASC as Jacob’s Creek’s China partner is seen as one of its first concrete steps in reshaping its presence in Asia following the merger.
Jacob’s Creek recently announced it will again serve as an official wine partner of the Australian Open tennis tournament. ASC said it plans to highlight that association in China as part of its efforts to reconnect the brand with Australian culture and lifestyle.
The companies said the partnership reflects confidence in the long-term prospects of the Chinese wine market, despite recent volatility, and positions Jacob’s Creek for a new phase of growth following its earlier success in the country.
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