The China Wine Competition (CWC) is on the road to become one of the most trusted competition and gateway for producers seeking to break into Asia’s largest consumer market. What makes it unique is its focus on the end consumer and on-trade performance, wines are evaluated not just for quality, but also for value and packaging, ensuring medal-winners are market-ready.

China’s on-premise wine scene is growing fast, especially in premium urban centers like Shanghai, Shenzhen, Beijing, and Hong Kong. According to Wine Intelligence, China is now home to over 50 million regular wine drinkers, with premium imports making the strongest gains. Industry leaders, including Treasury Wine Estates, have noted that Chinese consumers are “trading up for authenticity, storytelling, and food-friendly wines”,  making sommelier endorsements even more critical.

As the Senior Sommelier at Esther curates wine lists for one of the region’s most forward-thinking restaurants. With over 8 years in the F&B industry and credentials as a Certified Sommelier (Court of Master Sommeliers Europe), she’s exactly the kind of gatekeeper producers want to understand.

Why? Because when Esther puts a wine on her list, she’s not only validating its quality, but also signaling that it can win over sophisticated Asian diners. For entrants, her perspective is a direct line to what truly makes a wine “list-ready” in China’s on-premise market.

Image: Esther Poon

What makes a wine “list-ready” for your venue?

Esther: “Matches with my restaurant flavour profile with uniqueness.”

In China’s top dining rooms, it’s not enough for wines to be technically correct, they must enhance the chef’s vision. A Riesling with bright acidity might pair perfectly with Cantonese seafood, while a textured Chardonnay could elevate French-inspired dishes at Feuille. Wineries that think in terms of flavor harmony + storytelling are the ones that land listings.

Top three evaluation factors in blind tasting

1) Terroir Expression

2) Acidity Balance

3) Wine Structure

How do you discover new wines for your venue in 2025?

“Mainly from wine tastings or information from suppliers.”

Despite the rise of digital apps, discovery is still human. Walk-around tastings and supplier presentations are how most new listings happen. That means brands must show up, pour, and engage face-to-face with sommeliers if they want to be remembered.

For a new import, which 750ml price range usually gets listed?

“¥150–199.” (~USD $20–28)

This is the “sweet spot” in China’s premium on-trade. It’s affordable for consumers yet allows sommeliers to maintain margins. Entrants who can deliver value at this level will be most competitive, unless they offer something extraordinary at higher tiers.

What do you look for before agreeing to meet a supplier?

“Origin and winery history.”

Medals help, but in China, heritage sells. A family-run winery with generations of history resonates with both sommeliers and guests. Storytelling isn’t marketing fluff here, it’s a decision-making tool that justifies listings.

Which profiles are showing the best performance with customers right now?

“Good backbone of acidity with cream texture whites, or light tannins reds.”

Lively whites and elegant reds dominate the market because they pair seamlessly with modern Chinese cuisine. Heavy, tannic wines tend to overpower. Producers should focus on freshness, balance, and approachability.

Do you have Low/No-Alcohol RTD options on your list?

“Yes. Non-alcohol options can encourage non-drinker to join us with a drink hence to boost my wine sales.”

Instead of cannibalizing wine sales, low/no products expand the table spend. Offering inclusive drinks means groups order more overall. For entrants, that’s an opportunity to position alternative SKUs alongside traditional wines.

Three wines you’ve loved lately

- 2021 Domaine Taille aux Loups Hauts de Husseau

- 2021 Guffens-Heynen, Macon-Pierreclos 1er Jus de Chavigne

- 2020 Claire Naudin, Hautes-Côtes de Beaune Orchis Mascula

Image: 2021 Domaine Taille aux Loups Hauts de Husseau.

Loire, Burgundy, and Maconnais, all wines of precision and elegance. This shows Esther values wines with minerality and terroir detail. Entrants should note the Old World benchmark she applies when evaluating.

One “surprise” style moving in your venues

 “2021 九月蘭山 Petit Verdot.”

Petit Verdot is rarely a lead varietal, but Esther’s diners are embracing it. This proves Chinese consumers are open to discovery if wines are positioned with authenticity and food-pairing in mind.

Which importer do you think is executing especially well?

“EMW.”

EMW is a benchmark name for professionalism in China. For entrants, aligning with such importers can fast-track credibility and distribution reach.

What are the non-negotiables you expect from an importer?

“Reasonably handling on corked wine (after-sales support).”

Reliability matters more than marketing here. If after-sales service is weak, long-term trust erodes. Entrants must prepare to back up their wines with strong importer/partner support.

What you look forward to at the China Wine Competition 2025

howcasing leads China wine region's terroir in different profiles.”

Chinese terroirs are now stepping into the spotlight. Domestic producers should bring wines that proudly express their place, while importers should note that local wines are part of the competitive landscape.

The China Wine Competition is more than medals,  it’s about market access. Judges like Esther Poon reveal what makes wines truly competitive in China’s dining rooms: terroir clarity, balanced structure, price-point precision, and a story that resonates.

For entrants, winning here means proving that your wine isn’t just technically excellent, but also list-ready for the world’s fastest-shaping premium market. Esther’s insights are a reminder: success in China is not only about the bottle, but about how well that bottle fits into the on-premise experience.

Also Read:
Hong Kong On-Premise, Through Our Judges’ Lens: 2025 Market Insights
A Chat With Edward Ragg - Master of Wine
Meet Richard King: One of the top Sommeliers Of China