Asia sales of aromatics ‘slow but steady’

Jean Trimbach, whose family has been making wines in Ribeauvillé in Alsace for nearly 400 years, remains cautiously optimistic about the future of the region’s wines in Asia.

“We’ve been available in Hong Kong since the 1960s and in Mainland China since the 1980s and we’ve always had an excellent reception with the hotels and restaurants because chefs and sommeliers are quick to recognize the potential for food and wine pairings.

“Unfortunately, the rate of drinking with the final consumer has traditionally been low because we find in Asia that people are still favouring red wine and are hesitant to try wines they think are ‘sweet.’”

Although the US is the top importer of Alsace wines, Trimbach sees more demand from emerging markets in Asia such as Cambodia, Laos, Vietnam and Indonesia. Trimbach’s range include Riesling, Gewurztraminer and Pinot Noir.

“But little by little, people are discovering the beauty of matching Trimbach wines with Asian food – even our Gewurztraminer – because we produce dry, elegant styles. I am convinced that the Asian potential is enormous because of the multiple flavours Alsace wines can offer which sits well with the multi-sensory Asian cuisine.

“Perhaps we are in competition with Sauvignon Blanc and Chardonnay but I think with patience and education at all levels, we will get there!”