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ASC scores distribution deal with De Bortoli in China
A new distribution partnership with ASC Fine Wines across Mainland China and Hong Kong is one “silver lining” for Australian producer De Bortoli Wines following its hiatus from the market.
ASC Fine Wines, one of China’s major wine importers and distributors, has announced a new strategic partnership with Australia’s De Bortoli Wines.
Effective immediately, ASC Fine Wines will be the strategic importer and distributor of De Bortoli wines in both Mainland China and Hong Kong.
De Bortoli, a wine brand with a heritage dating back to 1928, remains a 100% family-owned business, managed by a family board of directors, with members of the fourth generation joining the winemaking team.
Its portfolio ranges from affordable lines such as DB Family Selection Chardonnay, DB Family Selection Shiraz Cabernet, Willowglen Chardonnay, Willowglen Shiraz Cabernet, Emeri’s Garden Moscato, to the Noble One label and other ranges from Australia’s Yarra Valley.
Matthew Bahen, general manager of sales for the wine brand, said it has been a “long wait to see our wines return into the China market”.
He said: “It was one of our largest markets so important from a commercial perspective but it’s also such a dynamic market that it adds another layer of fun to doing business. Whilst the hiatus has been mostly negative there is one silver lining and that is the establishment of a relationship with our new partner ASC Fine Wines. They’ve long been the benchmark for imported wines and we feel very lucky to have been selected to be part of the portfolio. We join a stable of some of the world’s best known brands and an amazing team with reach across the China market.”
The goal of the partnership will be to re-establish the company’s presence with both new and old partners, having previously been “a very well known brand in the on-premise space”, according to Bahen.
Makoto Nagae, CEO of ASC Fine Wines, said of the partnership: “Our corporate mission is ‘Connecting people and inspiring delightful moments with wine.’ With De Bortoli by our side, we are poised to elevate the wine experience for our customers. We anticipate that the brilliance of De Bortoli’s high-quality wines and our professional service will contribute to the reinvigoration of the wine market in China.”