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ASC opens new ‘Wine Residence’ in Shanghai

ASC Fine Wines, one of China's biggest importers, has just opened a new club or 'Wine Residence' in Shanghai.

‘Select, Learn, Collect and Share’… The Wine Residence

The Wine Residence
is open to the public for retail sales but clients will have to buy US$12,000 of wine to gain membership.

The opening party earlier this week attracted representatives of the world’s blue-chip wine producers, including Christophe Salin, CEO of Domaines Barons de Rothschild (Lafite), Jean-Philippe Delmas, managing director of Chateau Haut-Brion and David Dearie, CEO of Treasury Wine Estates.

The 6,500-square-metre club in the prestigious Wulumuqi South Road aims to provide ‘an exceptional 360 degree wine experience,’ ASC said.

In 2011 ASC opened the Wine Gallery in Beijing and also runs a Wine Gallery in Hong Kong.

The Wine Residence stocks ASC’s portfolio of fine wines – which consists of most of the world’s top-end brands – and also provides educational sessions, ‘wine themed fine dining’, wine and food pairing events, tasting facilities, restaurants, bars and banqueting services.

David Dearie said Treasury Wine Estates, which has Penfolds, Beringer, Wolf Blass and Lindeman’s in its portfolio, was ‘delighted’ to be part of the opening ceremony.

‘The quality and strength of the wines on offer are testament to the significance, sophistication and potential of the Chinese wine market. We are incredibly excited about the opportunity which exists in this market.’

‘The Wine Residence is so much more than just a wine club,’ Salin said, paying tribute to the operation’s ‘quality and attention to detail.’

The Wine Residence is open to the public, who will be able to buy wines starting at RMB200 (US$32) a bottle. There are also different levels of membership: RMB75,000 (US$12,000) entitles members to discounts and other services, while ‘full membership’ of RMB150,000 (US$24,000) allows members to store their wines in the facility’s cellars.

ASC said the club ‘adopts the concept of “Select, Learn, Collect and Share Premium Fine Wines” and is well positioned to be a major influence in shaping the culture for wine drinking in China.’

ASC has 26 branches and a staff of 1,100 across Greater China. Its portfolio numbers some 1200 wines from Bordeaux, Burgundy, Tuscany, Stellenbosch and other fine wine regions.

Written by Adam Lechmere

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