ASC Fine Wines and Domaines Barons de Rothschild Lafite have announced that ASC has been appointed the exclusive mainland China distributor for Viña Los Vascos, reviving a long-standing partnership as both groups reposition the brand in a shifting market.
The move marks a strategic shift away from Los Vascos’ previous multi-channel distribution model in China. Going forward, all commercial operations for the brand in mainland China will be centrally managed by ASC, with both sides working alongside existing partners to ensure a smooth transition.
“We are pleased to begin this new chapter for Viña Los Vascos in mainland China with ASC and the St. Pierre family,” said Saskia de Rothschild, Chairwoman of Domaines Barons de Rothschild Lafite. “Our families share a belief in long-term stewardship, quality and trust. Los Vascos has always represented openness, authenticity and the pleasure of sharing wine. We believe ASC is the right partner to help the estate connect with a new generation of Chinese consumers.”
Deep historical ties
The relationship between ASC and DBR Lafite in China dates back decades. In its early years, ASC served as the exclusive importer for several DBR Lafite brands in mainland China, including the Légende and Saga ranges, as well as Los Vascos and Aussières, helping establish them as commercial successes.
During the period when Suntory held a stake in ASC, DBR Lafite gradually shifted its China strategy, moving some brands from a single-importer model to a multi-distributor structure in an effort to broaden market reach.
The return of Los Vascos to an exclusive distribution system signals another strategic pivot — from fragmented channels toward tighter control and more disciplined brand management.
Today, with ASC back under family ownership, both families see an opportunity to reposition Los Vascos for its next phase of growth in mainland China, with a focus on channel discipline, deeper consumer engagement and long-term brand building.
“As the market evolves, we need a partner with national reach, disciplined channel management, and a deep understanding of how Chinese consumers are changing,” said Antoine Granger, Deputy CEO of DBR Lafite. “ASC brings those capabilities, together with a long history of trust with DBR Lafite ”
Positioned for a changing market
The partnership comes at a pivotal moment for China’s wine market. As the industry moves beyond an era shaped by institutional consumption, prestige-driven gifting and banquet demand, a new consumer landscape is emerging – one defined by personal choice, authenticity, quality and everyday drinking occasions.
“For 30 years, ASC has grown alongside China’s wine market. Our relationship with DBR Lafite has always been one of the meaningful chapters in ASC’s history,” said Don St. Pierre Jr., Executive Chairman and CEO of ASC.
“Viña Los Vascos is an estate we know well and one that ASC helped build in China during an earlier stage of the market,” he said. “Today, China is entering a new phase, one shaped less by obligation and gifting, and more by personal choice, authenticity, quality and trust. We believe Viña Los Vascos is exactly the kind of wine that can meet this moment.”
St. Pierre added that the partnership reflects both companies’ shared long-term approach. “For me, this partnership is also deeply personal. The decision by the Rothschild family to entrust ASC with Viña Los Vascos in mainland China reflects not only our commercial capabilities, but also the shared family values, long-term thinking and commitment to the health of the wine market that connect our two families. We are proud to take on this responsibility with renewed focus and purpose.”
Under the agreement, ASC will oversee nationwide distribution of the full Los Vascos portfolio, spanning entry-level varietals, the Cromas range, and premium labels including Le Dix and the recently introduced Cañetén.
A Chilean pioneer
Located in Chile’s Colchagua Valley, Viña Los Vascos has been owned and managed by DBR Lafite since 1988, when it became one of the first European wine groups to invest in Chile. The estate spans 3,600 hectares in the foothills of the Coastal Range, where Pacific Ocean breezes help moderate temperatures and extend the ripening season.
Combining Bordeaux winemaking tradition with Chilean terroir, the estate is known for its balance and consistency across a broad price spectrum. Its flagship Le Dix is sourced in part from “El Fraile,” an old-vine Cabernet Sauvignon vineyard, while Cañetén, introduced in late 2025, reflects a more premium, terroir-driven direction developed over two decades.
Beyond winemaking, Los Vascos also reflects DBR Lafite’s commitment to sustainability. The estate operates as a diversified ecosystem, incorporating orchards and native Chilean plants, and holds certification under the Chilean Wine Sustainability Code. It became a certified B Corporation in December 2023, underscoring its focus on environmental stewardship.
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