EMW Fine Wines has struck an exclusive distribution deal with a boutique winery from Yunnan’s Shangri-La region, marking a fresh push to bring one of China’s most distinctive high-altitude wine areas into the country’s mainstream hospitality channels.
Founded in 2017 by winemaker Ma Jie, a master’s graduate in oenology from Northwest A&F University, Petit Mont is unusual among Chinese boutique wineries for its multi-regional footprint. The estate operates vineyards across five regions: the eastern foothills of the Helan Mountains in Ningxia, Deqin and Weixi in Yunnan, as well as sites in Tibet, Sichuan and Xinjiang—spanning both China’s established wine heartlands and its emerging frontier regions.
“The arrival of Petit Mont into our portfolio is a defining moment in our mission to showcase the soul of Chinese winemaking. By embracing the extraordinary, high-altitude spirit of Shangri-la, we are doing more than filling a regional gap; we are completing a tapestry of excellence that spans prestigious wine regions across the nation,” said Oscar Nagore, chief executive of EMW. “With Petit Mont and the unique character of Shangri-la now on board, we move one step closer to establishing the country’s distinguished and evocative collection of Chinese fine wines.”
Founded in 2003, EMW has built its reputation working with family-owned wineries and sake producers from more than 110 wine regions across 16 countries. Its distribution network now reaches over 160 Chinese cities, spanning five-star hotel groups, fine-dining restaurants, specialist retail, online platforms, distributors, as well as corporate and private clients. EMW has also been named among Vino Joy News’s “Top 100 Wine Importers in China”.
As China’s domestic wine sector has matured, EMW has gradually expanded beyond imports into Chinese producers. Its current domestic portfolio includes Ningxia estates Xige Estate, The Starting Point Winery and Legacy Peak, as well as Tiansai Vineyards in Xinjiang. The partnership with Petit Mont formally extends EMW’s domestic reach into the Shangri-La region.
“Our vision is to be the undisputed benchmark for those who demand authenticity and quality,” Nagore said. “We aren’t just building a portfolio; we are participants of the future of Chinese wine culture, ensuring an untapped narrative of China’s incredible terroir.”
A highly distinctive high-altitude terroir
The Deqin wine region of Shangri-La lies in Deqin County, within the Diqing Tibetan Autonomous Prefecture of Yunnan, deep in the Hengduan mountain range. It is widely regarded as one of China’s most distinctive high-altitude fine-wine regions.
The region is defined by an uncommon combination of low latitude and high elevation. Abundant sunlight and heat are tempered by pronounced day–night temperature swings, which slow grape ripening, preserve acidity and allow flavour compounds to develop gradually. The result is wines that balance ripeness with freshness and structure.
Within Deqin itself, vineyard elevations vary sharply, enabling different grape varieties to mature at their optimal heights and contributing to stylistic diversity. The region is increasingly viewed as a reference point for Chinese fine wine shaped by altitude, cool climate and a strong sense of place.
Petit Mont owns around 45 mu (approximately three hectares) of vineyards across four villages in Deqin, managed to high viticultural standards. The winery adheres to a “locally made, locally bottled” philosophy, while its label designs draw on regional cultural imagery. Its flagship “Baima Snow Mountain” range takes inspiration from the 13 peaks of Meili Snow Mountain, with a restrained, elegant aesthetic that foregrounds terroir expression.
“I’m thrilled to announce our exclusive partnership with EMW. Our common commitment to high quality and the intrinsic value of wines has brought us together. EMW has constantly achieved a superb reputation in the market for its competent, dedicated team members and dependable corporate integrity, making them a reliable partner,” said Ma.
“Petit Mont, as ‘A Path to Terroir’, produces wines in five of China’s key wine regions. Among these, Deqin in Yunnan has specific advantages and produces truly distinctive wines. I am looking forward to our collaboration, generating an even brighter future,” he added.
Ma was named “Winemaker of the Year” by Bettane+Desseauve in 2023. At the 2025 Wynn Signature Chinese Wine Awards, Petit Mont Baima Snow Mountain Cuvée Prestige Chardonnay 2023 received a gold medal, underscoring the estate’s growing industry recognition.
Despite this momentum, industry observers note that Shangri-La still faces structural challenges, including limited production volumes and relatively underdeveloped distribution. By partnering with EMW, Petit Mont’s Shangri-La wines are expected to gain more efficient access to on-trade channels such as fine-dining restaurants, wine bars and luxury hotels—helping the brand build sales traction and market credibility with greater precision.
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