China’s leading wine importer and distributor ASC Fine Wines has added seven new brands to its portfolio as part of a broader strategy to sharpen its offering for an evolving Chinese wine market, the company announced Tuesday.
The additions span several categories and price points, from Napa Valley and Oregon fine wines to Argentine producers, Champagne, Chinese sparkling wine, an Australian spritz brand and premium French glassware.
The new partners include Argentina’s Familia Zuccardi, featuring both Zuccardi Valle de Uco and Santa Julia; Napa Valley’s Dominus Estate; Oregon producer Beaux Frères; Champagne Jacquesson for ASC’s direct-to-consumer business; Ningxia sparkling wine producer Devo; Australian spritz brand Lemsecco; and French glassware maker Sydonios.
Rather than simply expanding its range of labels, ASC said the new additions are intended to strengthen specific categories, sales channels and consumption occasions where it sees long-term growth opportunities in China. Each brand has been assigned a defined role within the portfolio based on region, channel, price point or customer segment, with the aim of reducing overlap and channel conflict.
“This is not about making the ASC portfolio bigger for the sake of being bigger,” Don St. Pierre Jr., founder, executive chairman and CEO of ASC Fine Wines, said in a statement.
“It is about making our portfolio more focused, more relevant and more aligned with where China’s wine market is going.”
The announcement marks another step in ASC’s repositioning since the St. Pierre family bought back the company in June 2025 after more than a decade under corporate ownership. Since returning to family ownership, ASC said it has focused on renewing its strategy, strengthening supplier partnerships and creating clearer roles for the brands it represents.
The portfolio changes also reflect several broader shifts in China’s wine market.
Familia Zuccardi expands ASC’s Argentine offering by combining the premium Zuccardi Valle de Uco range with the more accessible Santa Julia wines. Dominus Estate strengthens ASC’s collector-focused fine wine portfolio, while Beaux Frères deepens the company’s relationship with Artémis Domaines and broadens its Oregon Pinot Noir selection.
On the consumer side, Champagne Jacquesson will be sold through ASC’s growing direct-to-consumer business, while Devo, a traditional-method sparkling wine from Ningxia, reflects the company’s belief that premium Chinese wines will play an increasingly important role in the domestic market. Lemsecco is aimed at younger consumers and casual drinking occasions, while Sydonios glassware expands ASC’s offerings beyond wine into wine service and education.
Monica Xu St. Pierre, lead director of ASC Fine Wines, said the company wants to make wine more relevant to Chinese consumers by helping them understand when and how different wines fit into everyday life.
“Wine in China must become more relevant, more enjoyable and more connected to real life. ASC’s role is to help make that happen.” she said.
ASC, founded in 1996, is one of Greater China’s largest wine importers and distributors. The company said it remains optimistic about China’s long-term potential despite a challenging market environment, arguing that future success will depend on clearer brand positioning, stronger execution and closer collaboration between producers, distributors and consumers.
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