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Indeed, Asian Wines Are Gaining Traction. “We Definitely See Our Customers Showing More Interest and Acceptance Compared to a Few Year's Back, ” Says Phebe Wong, Marketing Manager at Uk Retailer Berry Bros. & Rudd in Hong Kong. “It Is Going to Be a Slow Process but in Time Asian Wines Will Get Accepted, as Long as There Is Sufficient and Reliable Information in the Market That Customers Can Easily Access. Like Many Undervalued or Alternative Wine Regions, If the Regions Were Able to Get Key Influencers, Sommeliers and Restaurants on Board for Promotion … Customers Will Gradually Learn to Appreciate and Understand the Value of the Wines. ”

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In Thailand, the Diverse Soils of the Khao Yai Region Mean It Has Most of the Country’s Best Vineyards, Growing Chenin Blanc and Syrah Grapes Among Others. Thailand Is Also Blessed with a Tourist-Friendly Environment and So Like Vineyards in California, Italy or New Zealand, Many Offer Accommodation Along with Wine Activities, Among Them Granmonte Vineyard and Winery in Khao Yai and Monsoon Valley in Hua Hin (A Sparkling Wine Specialist).

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India’s Population Makes It the World’s Second-Biggest Potential Market, and Though Wines of Some Sort Have Been Made There Since the 4Th Century Bce, It’s Only Been Since the 1980S That 10 per Cent of Its Grape Production Has Gone to Make Wine. Indian Consumption Is Among the Fastest-Growing Anywhere, and 60 per Cent of That Is Domestic, Chiefly from Karnataka, Andhra Pradesh and Maharashtra, Where Sula Is Located.

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As Wong Sees It, Consistent Quality, Accurate Messaging and Pricing Are the Biggest Challenges Facing Asian Wine Producers Right Now. “Even Though There Are Superb Wines in the Mid-to-High Price Bracket, Customers Might Be Hesitant to Try, and Rather Step Back into Their Familiar Regions, ” She Argues. and Asian Wines Are Not Necessarily Cheap. That Same Surprisingly Inexpensive Japanese Château Mercian Can Climb to Hk$1,080 (Us$140) Depending on Vintage, and Ao Yun Wines Can Top Hk$2,000 (Us$260): the 2014 Ao Yun Runs to Hk$2,480 (Us$320) at Bb&R and the 2016 Yunnan Retails for Hk$2,590 (Us$334) at Watsons Wine. Domaine Long Dai’s New Hu Yue 2018 – the Blend’s First Vintage – Retails at the Qiu Shan Valley Cellar Door for Hk$1,100 (Us$142).

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“Usually Winemakers Work on the Same Terroirs for Decades, or Centuries, and Know Them Perfectly. This Is Not Our Case and So We Need to Be Very Flexible and Creative, ” He Says. “I Jumped into This Adventure Because It Was My Dream to Participate in the Discovery of New Terroirs and All the Learning and Creativity Involved with That. ”

Will Western Snobs Ever Take Asian Wines Seriously? Grapes from China, India, Japan and Korea Could Be the Drinks Trend of 2021 – Maharashtra’s Sula Wines Once Sold One Million Cases in a Year

By Chloe Bennett

• Oct 8, 2026 • 6 min read

Will Western Snobs Ever Take Asian Wines Seriously? Grapes from China, India, Japan and Korea Could Be the Drinks Trend of 2021 – Maharashtra’s Sula Wines Once Sold One Million Cases in a Year

Direct Answer • Key Takeaway

Maxence Dulou, Estate Director at Moët Hennessy-Owned Ao Yun, Knows This All Too Well. “The Majority of People Prefer the Guarantee of a 200-Year-Old Brand Compared to an Adventurous Fine Wine Like Ao Yun, ” He Says. It Takes Time, but Younger, Hyper-Aware Consumers and Modern Life Help. “We Are Ready to Spend Many Year's Establishing Ao Yun as an Iconic Wine. ”

Chloe Bennett

Culture, Media & Entertainment Columnist

Chloe Bennett explores the intersection of pop culture, streaming entertainment, digital trends, and contemporary lifestyle. Her weekly commentary reaches thousands of culture enthusiasts.

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