China 2030: Key Strategies for Fine Wine’s Most Complex Market

China has long been one of the most complex and fascinating markets for fine wine. Once driven by gifting and status, the market is now undergoing a dramatic reset — with consumers buying wine for themselves, new generations shaping demand, and logistics and e-commerce opening fresh possibilities.

In this episode of Areni Live Sessions, Felicity Carter speaks with Don St Pierre Jr., a pioneer of the Chinese wine trade and co-founder of ASC Fine Wines, about his surprising return to the market. Together, they explore:

• Why the old gifting culture collapsed — and what’s replacing it
• How consumer tastes are shifting, including the rise of white wine
• The role of storytelling in connecting producers with Chinese drinkers
• The impact of logistics and e-commerce on market access
• What international producers need to know about pricing, brand integrity, and regulation
• Why Don believes the Chinese fine wine market is poised for long-term growth

Whether you’re already exporting to China or just curious about its future, this episode offers valuable insight into the opportunities — and the challenges — shaping the next chapter of fine wine in China.

About the Series:

From impactful panels and roundtables to winery visits centred around case studies, this podcast gives listeners the opportunity to engage with the high level conversations recorded live at Areni Live 2025 Burgundy Edition that took place between July 1st and July 3rd 2025.

About Areni:

Areni Global is a research organisation dedicated to the future of fine wine. Areni Global helps wineries, distributors and retailers to understand how the world is changing, and how that creates risks to be managed and opportunities to be seized.

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