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ASC Fine Wines expands China portfolio with Schrader Cellars
Shanghai-based importer and distributor ASC Fine Wines has announced the addition of Napa Valley Cabernet Sauvignon producer Schrader Cellars to its Chinese portfolio, representing a “new chapter” in the company’s fine wine journey.
Schrader Cellars, founded in 1998 by Fred Schrader, produces Cabernet Sauvignon wines sourced from Napa Valley’s acclaimed To Kalon Vineyard in Oakville.
Makoto Nagae, chief executive officer of ASC Fine Wines, said the addition of Schrader Cellars “represents a new chapter in our fine wine journey”, acting as “a testament to the promising future that lies ahead”.
Schrader Cellars is owned by parent company Constellation Brands.
Nagae added: “This collaboration sets an illuminous milestone, not only for ASC Fine Wines but also for our esteemed partner, Constellation. It once again underscores our shared commitment to advancing the appreciation of fine wine culture in China and reflects the trust and confidence we have in the potential of this partnership.
“Together, we are poised to achieve remarkable success and bring exceptional wine experiences to Chinese consumers. Together, not only are we building the brand but also the fine wine market as a whole that will eventually benefit all stakeholders concerned.”
The Cabernet Sauvignon producer has a waiting list for its direct-to-consumer sales on its website. ASC and Constellations are strategic partners, and the partnership gives ASC the privileged allocation for China.
Jason Smith, Master Sommelier and general manager of Schrader Cellars, shared his confidence in this partnership. He said: “Having witnessed ASC’s commitment to upholding quality, integrity, and a strong consumer-centric approach, I had no doubt that ASC is the ideal custodian for Schrader wines in China. We are genuinely impressed by the skills and dedication of ASC’s team and are enthusiastic about our joint efforts to introduce our wines to the continuously expanding community of top-notch wine enthusiasts in China.”
Schrader Cellars wines will join ASC’s existing portfolio of Constellation wines, including Robert Mondavi, Kim Crawford, and Ruffino.
Geoffrey Zhu, general manager of Constellation in China, said the US beverage company was “thrilled to be working with ASC to help develop the brand among Chinese wine consumers and trade”.
To mark the Chinese launch, ASC Fine Wines introduced Schrader Cellars to the Chinese market with a master class for wine trade and media, followed by an exclusive Schrader Cellars wine dinner for ASC customers presented by Jason Smith MS. Guests had the opportunity to try Double Diamond Cabernet Sauvignon Oakville Napa Valley 2021, Double Diamond Proprietary Red Wine Napa Valley 2021, Schrader RBS 2021 and 2012, Schrader Heritage Clone 2021, and Schrader Old Sparky 2021.
In other news, ASC Fine Wines recently sponsored the 2023 Mitsubishi Electric FA Golf Open at the Suzhou Taihu International Golf Club from 19 to 22 October. Over 100 golfers hailing from Mainland China, Japan, South Korea, New Zealand, Ireland, the Czech Republic, Singapore, Hong Kong, and Taipei participated.
ASC Fine Wines has lent its support to various golfing activities, including marquee events such as the BMW Asian Open and the HSBC Champions. Additionally, ASC has fortified partnerships with wine brands to endorse a diverse spectrum of sports, encompassing basketball and polo.
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