A practical guide for wineries to choose markets, approach importers, and build lasting commercial relationships.

Published by Asia Wine Ratings

About This Guide

Entering an Asian wine market requires a clear understanding of where your wines fit, who can sell them, and how you will support their development.

This guide brings together perspectives from Asia Wine Ratings experts and ambassadors to help wineries prepare for those decisions. It explores market selection, importer research, portfolio positioning, commercial pitches, and the work required to generate repeat sales.

Designed for winery owners, export managers, and business-development teams, it combines industry insights with practical questions, sample approaches, and planning tools.

The goal is to help you enter an importer conversation with a relevant proposition, evaluate the opportunity carefully, and build a relationship both parties can develop.

Meet Our Experts and Ambassadors

Asia Wine Ratings brings together professionals with experience in wine importing, hospitality, distribution, education and market development. Their perspectives help producers understand buyer expectations and prepare for commercial opportunities across Asian markets.

Grant Smith
Regional & Category Expert — Australia & New Zealand | Wine

Based in Thailand, Grant Smith is Founder and Managing Director of Bespoke Fine Wine Co., Ltd., connecting international producers with restaurants, hotels and private collectors. Before moving into importing and distribution, he spent more than a decade in hotel food and beverage. His work with family-owned wineries and boutique producers gives him practical insight into market positioning, distribution, and sustainable trade relationships. asiawineratings.com

Kamal Malik MS
Regional & Category Expert — India | Wine

Kamal Malik MS brings more than two decades of experience in wine, hospitality and beverage management. The first Indian to achieve the Master Sommelier qualification, he also holds the WSET Diploma. His career includes roles with Taj and Oberoi, spanning wine service, restaurant management and beverage operations. Now with Maritime and Mercantile International, an Emirates Group company, he combines technical knowledge with commercial understanding. asiawineratings.com

Dominique Noël
Regional & Category Expert — Burgundy, Bordeaux & Champagne | Wine

Dominique Noël brings 33 years of experience across wine buying, sommellerie, education, quality control, judging and market analysis. His international career has included Bordeaux, Paris, London, New York and Hong Kong, with management and buying positions in restaurants, specialist retailers and a major corporate group. He helps producers understand how their wines are positioned and perceived in Asian markets. asiawineratings.com

Alexandra Rendall
Regional Ambassador — China & Asia | Wine

Alexandra Rendall is Founder of Embassy of Wine, a Hong Kong-based business connecting international producers with the Asian wine trade. Her experience across Hong Kong, Vietnam, mainland China and Southeast Asia covers business development, brand positioning, importer relationships, portfolio development and professional events. As Regional Ambassador, she strengthens connections between producers, trade professionals and wine communities across China and the wider region. asiawineratings.com

Executive Summary

For a winery exploring Asia, finding an importer is an important milestone. Building a sustainable business with that importer is the larger objective.

A meeting, positive tasting, or opening order can create momentum. Continued progress depends on whether your wines fit the importer’s customers, work at the final selling price, and receive consistent attention from its sales team. It also depends on what your winery contributes after the wines arrive.

Before approaching a potential partner, ask:

- Who is our wine for?
- Where should it sell?
- What does it add to the importer’s portfolio?
- How will we help the importer develop sales?

Five principles guide the approach presented in this whitepaper:

1. Choose markets deliberately. Assess product fit, pricing, distribution, and your ability to support the opportunity.
2. Start with the customer. Research the accounts where you want your wines to appear.
3. Present a clear commercial proposition. Explain the useful role your wines could play.
4. Evaluate the partner’s working approach. Discuss sales-team attention, account development and communication.
5. Plan beyond the first shipment. Agree on training, promotional support, follow-up and replenishment.

The following chapters turn those principles into practical steps.

1. Choose Your Starting Market

Asia contains distinct markets with different consumption habits, price expectations, distribution structures and business practices.

Grant Smith’s advice is to understand those differences before pitching. An approach that works in one market may need significant changes in another.

Your starting point should be a specific opportunity that fits your wines and your resources.

Define the business you want to build

Are you seeking:

- Restaurant placements for premium, food-friendly wines?
- By-the-glass listings for an accessible range?
- Independent retail distribution for a distinctive estate portfolio?
- Online sales supported by consumer-friendly content?
- A partner that can develop several wines over time?

Each objective requires a different combination of wine, importer, and customer.

A useful planning statement is:

We are seeking a partner in [market] to introduce [selected wines] to [customer segment], supported by [specific producer activities].

For example:

We are seeking a partner to introduce two food-friendly wines to independent restaurants, supported by sales-team training, clear product materials and a planned producer visit.

This gives your research direction and makes the opportunity easier to explain.

Assess your ability to support the market

Alongside potential demand, consider:

- Who will manage the relationship?
- Can your team visit the market?
- Can you supply the selected wines consistently?
- Can you provide appropriate sales materials?
- What development budget is available?
- Can your pricing support the intended positioning?

Choose a starting point where your team can learn, respond, and follow through.

Market-Selection Checklist

Before choosing your starting market, confirm that:

- Your wines fit the customers you want to reach.
- Your wine styles suit the intended channels and occasions.
- Your export pricing can support a competitive final selling price.
- You have identified relevant potential importers.
- Your team can visit and support the market.
- You can meet supply, shipping, and replenishment requirements.
- You can provide useful sales materials and local-language content where needed.
- You have the budget and staff time to develop the opportunity.
- You have investigated the key gaps in your market knowledge.

2. Start With Where Your Wine Should Sell

An importer search becomes more useful when it begins with the customer.

Alexandra Rendall recommends studying the shelves and restaurant wine lists where producers would like their wines to appear.

Ask:

Which importers supply the businesses where our wines would make sense?

This connects your search to an identifiable route to market.

Research relevant accounts

Select restaurants, retailers, and online wine businesses that match your intended positioning.

Record:

- Wine origins and styles represented.
- Prices of comparable products.
- By-the-glass selections.
- How wines are described and promoted.
- Suppliers associated with relevant brands, where identifiable.
- Possible gaps worth discussing with buyers.

Look for patterns across several businesses. Use those observations to prepare questions rather than assuming demand.

Turn your observations into a hypothesis

For example:

Several restaurants in our target segment offer fresh European whites by the glass. We should investigate whether our wine could work at the required price and whether buyers see a useful role for it.

This gives you something specific to test with importers and local trade professionals.

3. Find a Gap in the Importer’s Portfolio

An importer needs a reason to add another winery.

Alexandra highlights wine style, region, story, and price as factors that influence whether a wine has a place in an existing range.

The commercial question is:

What would our wines enable this importer to offer its customers?

A potential opportunity could involve:

- A missing price point.
- An origin customers are requesting.
- A suitable by-the-glass wine.
- A style that complements the range.
- A producer story relevant to particular accounts.
- Reliable supply for a recurring purchasing need.

An apparent gap requires investigation. The importer may have tested that category previously or may be concentrating elsewhere for commercial reasons.

Questions that reveal portfolio needs

- Which areas of your range are you looking to strengthen?
- What requests are you receiving from customers?
- At which price points are you seeking new wines?
- Which of our wines would overlap with your existing portfolio?
- What would make a new producer useful to your team?

Use the answers to refine your opening selection.

Illustrative portfolio-fit statement

Your range appears strong in premium reds. We would like to explore whether our fresh white wine could complement your restaurant portfolio at an accessible by-the-glass position.

Base this statement on actual research, then invite the importer’s assessment.

4. Prepare a Commercially Relevant Offer

Make it straightforward for the importer to assess your proposition.

Begin with a focused selection of wines. Explain why those wines should lead the conversation and what you can contribute to their development.

Essential information to prepare

Area	Information to provide
Winery	Location, ownership, and a concise explanation of what distinguishes the producer.
Opening wines	Vintage, varieties, style, and proposed commercial role.
Pricing	Export prices, currency, quotation basis, and conditions.
Supply	Availability, minimum orders, lead times, and vintage continuity.
Product details	Technical sheets, bottle and case specifications, and images.
Support	Training, tastings, content, and visits you can deliver.
Contact	The person responsible for commercial follow-up.

Keep the opening presentation easy to scan. Detailed information can accompany it.

Explain the wines in usable language

Alexandra and Dominique encourage producers to make wine approachable. Kamal highlights that recognised wine names can carry meaning, while detailed classifications can overwhelm customers.

Give the importer language its team can use confidently.

For example:

A fresh, citrus-led white with a clean finish, proposed for seafood-focused restaurants and by-the-glass consideration.

Then support that explanation with the relevant technical details.

Prepare different versions of your story

Your winery story should work at three levels:

A short introduction:
Who you are and what distinguishes the winery.

A sales explanation:
Why the selected wine matters to the intended customer.

A detailed background:
Vineyards, production, history, and technical information for buyers who want to explore further.

This helps the importer communicate effectively with different audiences.

5. Understand the Final Selling Price

Your export price is the beginning of the commercial calculation.

Work with the importer to understand how freight, local charges, distribution costs, and channel margins affect the wine’s final position.

Ask:

- Where would this wine sit within your portfolio?
- What would its expected retail or restaurant position be?
- Which wines would customers compare it with?
- Can it work for the intended channel?
- What changes would make the proposition viable?

Establish this before planning a launch around an assumed price.

Give Each Wine a Clear Commercial Role

For every proposed wine, confirm that:

- You have identified its intended customer.
- You know which channel and type of account it should sell in.
- You can explain the occasion or need it serves.
- You can describe its style in clear, customer-friendly language.
- You understand which wines it would compete with.
- You can explain why a buyer would choose it.
- Its pricing supports the intended market position.
- You have defined the support your winery can provide to help it sell.

6. Write a Pitch That Earns a Conversation

Grant cautions against blanket emails and generic presentations.

A relevant introduction demonstrates why you selected that particular importer and what you are proposing.

The recipient should quickly understand:

- Who you are.
- Why you contacted them.
- Which wines may be relevant.
- What information you can provide.
- What next step you are requesting.

Sample introductory email

Subject: [Winery name] — potential addition to your restaurant range

Hi [Name],

I’m [Name], responsible for exports at [Winery], a [brief producer description] based in [Region].

I reviewed your portfolio and noticed [specific, verified observation]. I would welcome your view on whether our [wine or small selection] could complement your range for [customer segment].

The proposed wines offer [brief style description], with export prices of [price and quotation basis]. We can support your team with product training, sales materials, and planned market visits.

May I send a short presentation and arrange a call to establish whether there is a fit?

Best regards,

[Name]

[Role and contact details]

Follow up with useful information

A follow-up should help the importer assess the opportunity.

For example:

Following my earlier email, I have attached pricing and availability for the two wines proposed for your restaurant range. I would welcome a short call to understand whether they match your current priorities.

Grant also emphasises patience. Sample assessment, logistics, and internal discussion can take time. Agree on realistic next steps and follow up accordingly.

7. Evaluate Your Potential Partner

Customer access matters alongside the attention your wines will receive.

Dominique warns that smaller producers can become lost within a large portfolio. He encourages wineries to seek partners willing to develop the brand through meetings, tastings, and continued promotion.

Discuss how the relationship would work in practice.

Ten questions to ask

1. Which customers would you approach first?
2. Who would lead the introduction of our wines?
3. How are new producers presented to your sales team?
4. What training would help?
5. What information do your buyers need?
6. Who follows up after tastings and visits?
7. How would we review customer feedback?
8. What support would you expect from us?
9. How do you manage replenishment?
10. What would successful early progress look like?

Specific answers can become the basis of a shared plan.

8. Importer-Fit Checklist

Before selecting an importer, confirm that:

- Your wines complement its existing portfolio.
- It reaches the customers and accounts you want to target.
- Your pricing works within its commercial model.
- A named person will lead the development of your wines.
- Its sales team has the time and interest to promote your range.
- It has a practical approach to training and trade tastings.
- Its digital sales capabilities suit your intended channels.
- You have agreed on communication and sales reviews.
- It can manage stock and plan replenishment.
- Both parties understand their responsibilities and support commitments.

9. Make Your Market Visit Count

A market visit should deepen your understanding and advance specific opportunities.

Kamal and Alexandra highlight the value of local knowledge. Alexandra recommends combining importer meetings with store visits, restaurant visits, and conversations with sommeliers.

Before the visit

- Define the questions you need to answer.
- Arrange meetings with relevant partners.
- Coordinate samples and tasting requirements.
- Identify accounts to visit.
- Prepare pricing and focused sales materials.
- Agree on the purpose of each meeting.

If travelling for a trade show, explore additional meetings beforehand where practical.

During the visit

Ask questions that connect tasting feedback to commercial decisions:

- Where could this wine sell?
- Which customer would you recommend it to?
- What would it compete with?
- Is the style appropriate for the proposed use?
- What information would help you sell it?
- What could prevent a listing?

Record responses consistently.

After the visit

Document each agreed action.

- Contact
- Opportunity
- Next action
- Owner
- Target date

A productive visit leaves you with better market understanding and clear next steps.

9. Understand Digital Sales and Communication

Dominique highlights the importance of online wine commerce and digital communication. Alexandra notes that access to these channels depends on product fit, pricing, volumes, and the importer’s capabilities.

Discuss how digital activity connects to actual sales.

Ask your potential partner

- Where do customers discover and purchase your wines online?
- Which channels are relevant to our proposed range?
- Who creates and maintains product listings?
- What languages and formats should we provide?
- Which images or videos would help?
- How do you encourage repeat purchases?
- What is your preferred channel for routine communication?

Provide usable materials

Prepare:

- Clear bottle and label images.
- Accurate technical information.
- Concise tasting descriptions.
- A short winery introduction.
- Food and occasion suggestions where appropriate.
- Short videos that can be adapted for local audiences.

Ask what the importer needs before producing extensive content.

Agree on communication preferences early. Depending on the partner, messaging tools such as WeChat or WhatsApp may complement email.

10. Build a First-90-Day Launch Plan

Agree on responsibilities before the wines arrive.

Dominique emphasises continued communication, customer feedback and producer support. A launch plan turns those commitments into specific activities.

Illustrative launch framework

Period	Importer activities	Winery activities	Review focus
Days 1–30	Select accounts, brief the team, and prepare listings or tastings	Supply materials, deliver training, and confirm support	Is the team ready to sell?
Days 31–60	Approach accounts, conduct tastings and record responses.	Answer questions, adapt materials and support activity.	What is converting or blocking progress?
Days 61–90	Follow up, support placements and assess stock movement.	Review feedback and plan further support.	What should continue or change?

Adapt the timetable to shipment timing and the partner’s processes.

Track meaningful progress

Review:

- Accounts approached.
- Tastings completed.
- First orders.
- Repeat orders.
- Stock movement.
- Recurring objections.
- Support activities completed.

If opening orders do not repeat, investigate the reasons together before expanding the range.

11. Support the Relationship Beyond Launch

An importer relationship needs continued attention.

Ask regularly:

- How are the wines selling?
- What feedback are customers giving?
- Which accounts need further support?
- What objections are recurring?
- What can the winery do to help?
- When should we discuss replenishment?

Use the answers to agree on action.

If the sales team needs a clearer explanation of the wine, provide it. If buyers need training, arrange it. If a visit could support important accounts, plan it with the importer.

A productive review might result in:

We will deliver a short staff-training session, provide revised product descriptions, and support tastings with the three accounts you have identified.

Clear commitments make communication useful.

12. Your Importer-Ready Checklist

Before beginning outreach, confirm that:

- We have selected a market and customer segment.
- We know where our wines should sell.
- We have researched comparable wines and prices.
- We have a focused opening range.
- Each wine has a clear commercial role.
- Pricing and quotation terms are ready.
- Availability and lead times are confirmed.
- Technical sheets and images are prepared.
- Each importer’s portfolio has been researched.
- We can explain why we selected each prospect.
- Our support commitments are realistic.
- One person owns communication and follow-up.
- We have a system for recording feedback.
- We are ready to discuss a launch plan.

Use unanswered items to guide your preparation.

13. Turn Your Research Into Action

Stage	Priority	Output
Define	Select the market, customer, and opening wines.	A concise market-entry brief.
Research	Examine accounts, competing wines, and portfolios	A relevant importer shortlist.
Prepare	Assemble commercial and product information.	An importer-ready presentation.
Approach	Send personal introductions and request discussions.	A tracked pipeline.
Learn	Record feedback and refine the offer.	Decisions on where to proceed.
Develop	Agree on activity and review progress.	A shared plan for repeat sales.

Keep the process focused enough to learn from each conversation and follow through on commitments.

14. Give the Importer a Business It Can Build

A strong proposition combines product fit, workable pricing, understandable communication and dependable support.

Before your next approach, answer four questions:

Who is this wine for?
Identify the customer, occasion, and reason for purchase.

Where should it sell?
Define the channel and type of account.

What does it add?
Explain its useful role in the importer’s portfolio.

How will we help?
Specify the support your winery can deliver.

Clear answers give the importer a proposition it can assess and a foundation for developing the relationship.

Prepare Your Wines for the Asian Market

Asia Wine Ratings offers producers an opportunity to have their wines evaluated by industry professionals and receive feedback on quality, value and packaging.

Use that feedback alongside local research, pricing discussions and buyer responses to refine your commercial proposition.

Meet the Asia Wine Ratings Team

For producers meeting our team at the Hong Kong fair, preparation can begin before arrival:

- Share your portfolio, technical sheets and export pricing.
- Tell us which markets and customer segments you are targeting.
- Request a complimentary preliminary portfolio review to discuss which three or four wines to prioritise.
- Confirm entry arrangements and sample requirements before packing additional bottles.

We can arrange a meeting at your stand at an agreed time, or you can visit the BTN / Asia Wine Ratings stand.

Sample handover can be arranged at the fair. Our team can also coordinate collection from your hotel by prior arrangement.

The preliminary portfolio review supports wine selection and preparation. Formal competition evaluation takes place through the judging process.

Book Your Meeting | Request a Portfolio Review | Prepare Your Entry

Contact: [Insert representative’s details]
Meeting and entry form: [Insert link or QR code]
BTN / Asia Wine Ratings stand: [Insert stand number]

About This Whitepaper

This guide brings together practical perspectives from Asia Wine Ratings experts and ambassadors to help wineries prepare for market entry, evaluate importers, and support commercial development.

The sample correspondence, scorecards, and planning frameworks are editorial tools designed to help producers apply those insights to their own portfolios and objectives.

Also Read:
Should Wine Producers Be Looking at Asia?
How to Find the Right Wine Importer in Asia and Give Them a Reason to Work With You