ASC Fine Wines 30th Anniversary Celebration Held in Shanghai, Gathering Over 50 Renowned Winery Leaders from Around the World

Leadership seminars, gala dinners, and large-scale tastings further demonstratedASC‘s position as a key platform in China’s wine industry—integrating brand strength, deep industry trust, and forward-looking market insights.

ShanghaiJune 5, 2026 /PRNewswire/ — From May 29 to 31, ASC Fine Wines held its 30th-anniversary celebration in Shanghai, and the atmosphere was unmistakable. This was not a moment of nostalgia, but a confident step forward.

Over 50 renowned winery owners, presidents, and chief winemakers from around the world gathered for a three-day program of seminars, tastings, and dinners. It was a clear signal: after three decades of deep engagement in China’s premium wine market, ASC is writing its next chapter.

The event included a leadership seminar focused on the future of wine, a gala dinner featuring a selection of fine wines, and a large-scale tasting that attracted nearly a thousand guests, showcasing ASC’s exclusive portfolio of over 100 renowned and boutique wineries, representing more than 1,200 wines.

“Structural Reshaping, Not Cyclical Slowdown“

ASC founder, Executive Chairman, and CEO Don St. Pierre offered a candid assessment in his keynote speech. Addressing global wine industry representatives, he said: “What we are witnessing is a structural reshaping, not a normal cyclical slowdown. Structural reshaping is uncomfortable. Past experiences no longer apply, and new models are not yet fully understood.”

He recalled ASC’s founding in 1996, when China’s premium wine culture was in its infancy, national distribution channels were underdeveloped, and industry education was weak. He noted that while China is now the world’s second-largest consumer market, consumption accounts for about 38% of GDP, compared to approximately 68% in the U.S. “Chinese consumers are not poor,” he said. “They are more cautious. Cautious consumption is different from absent consumption.”

He argued that the growth model driven by status symbols and business gifting will not simply return. “Wine is about agriculture, craftsmanship, family, ritual, and connection. In a world increasingly influenced by AI and digitalization, authentic human experiences will become more valuable. The future belongs to those willing to evolve with it.“

Global Industry Representatives Share Insights

The first panel discussion, titled “Structural Reshaping or Cyclical Adjustment?”, featured Lamberto Frescobaldi (President, Marchesi de’ Frescobaldi), Edouard Moueix (Co-owner and Managing Director, Vignobles Jean-Pierre Moueix), Karl Martin (CEO, Hill-Smith Family Estates), and Christian Seely (Managing Director, AXA Millésimes). Lamberto Frescobaldi noted that per capita annual wine consumption in Italy has dropped from 120 liters in the past to 32 liters today, reflecting generational shifts in consumption patterns. Karl Martin added that Australian wine exports to China peaked at AUD 1.2 billion in 2018 and are now expected to recover to around AUD 700 million. Christian Seely stated, “The future belongs to producers who build genuine emotional connections with consumers through authentic terroir expression and storytelling“—a sentiment echoing Don St. Pierre’s call for evolution over nostalgia.

China Market Shift: From ‘For Others’ to ‘For Myself’

The second panel, titled “China’s Consumption Transformation: From Status Symbol to Experience-Driven”, was moderated by Wang Huan, Editor-in-Chief of Vino Joy. Panelists included Professor Zou Deqiang (Fudan University), Yang Zhengjian (Editor-in-Chief, WBO), Wang Xuwei (Secretary-General, Wine Importers and Exporters Branch, China Chamber of Commerce of Import and Export of Foodstuffs, Native Produce and Animal By-Products), and Wang Fang (Owner, Kanaan Winery). Wang Xuwei pointed out that baijiu sales are roughly 30 times those of wine, indicating significant room for growth in the wine market. Yang Zhengjian remarked: “The fault is not with consumers, but with the supply side’s insufficiently timely response.“ Wang Fang succinctly captured the generational shift: “The essence of consumption hasn’t changed; what has changed is the object of consumption—from ‘others’ to ‘self.’“ Professor Zou Deqiang added that wine enriches life scenarios; marketing should focus more on consumers’ actual lives rather than one-way education.

Artificial Intelligence Is Reshaping the Industry

The third panel, titled “Technology, Data, and China’s Digital Ecosystem”, was moderated by Professor Meng Xiaoli, Harvard University professor and founding editor-in-chief of the Harvard Data Science Review. Panelists included Professor Shi Xianwei (Shanghai Jiao Tong University), Xiao Pi (social media influencer and wine social commerce practitioner), and Lisa Ye (Loyal Valley Capital). Professor Shi Xianwei demonstrated how AI can make wine knowledge more accessible—but also noted that without sufficient online information, AI struggles to recommend products effectively, underscoring Don St. Pierre’s point about the need for new tools. Xiao Pi noted that only 16% of customers find his store through active searches, and warned that AI makes price comparisons more transparent. Lisa Ye offered an investor’s perspective that echoed Don St. Pierre’s optimism: “AI is an amplifier of tradition, not a replacement“—adding that what AI cannot replace is emotional connection, cultural narrative, and lifestyle.

An Unforgettable Gala Dinner

If the seminars were the “intellectual” part of the anniversary, the gala dinner on the evening of May 30 at The St. Regis Shanghai Jing’an was its “emotional” core. Dozens of winery leaders who traveled from afar brought exceptional and rare wines, sharing them with ASC’s clients and each other, demonstrating mutual support and respect within the industry.

Many attendees noted that the scene was moving, serving as a reminder that the wine industry is built on partnerships that span generations and geographies. For ASC, these partnerships are not just business transactions but also carry deep trust.

Nearly 1,000-Person Tasting: Showcasing Brand Essence

On the final day of the celebration, ASC hosted a large-scale brand tasting titled “A World in a Glass,” open to nearly 1,000 wine enthusiasts, clients, industry guests, and social media influencers. Around 80 renowned wineries from around the world participated, offering guests an opportunity to experience the depth and breadth of ASC’s exclusive portfolio of over 100 renowned and boutique wineries, representing more than 1,200 wines.

For the winery representatives who traveled from afar, it was also a chance to engage face-to-face with Chinese consumers—to understand their interests, feel their enthusiasm, and observe firsthand the evolution of China’s wine consumption market over the past three decades.

Looking Ahead: Opening a New Chapter

The anniversary comes at a pivotal time for ASC. In June 2025, the company returned to the St. Pierre family after a period of transition. Since then, ASC has steadily advanced its “ASC NextGen” strategic plan, focusing on technology, data, logistics, service, and experience. The company states that family ownership allows it to take a longer-term view in adapting to a market undergoing structural change.

ASC leadership believes that its most important asset has always been its team.

Don St. Pierre said: “The past 30 years have been important and rewarding. But in many ways, we are just beginning to write the next chapter for ASC and China’s wine industry. This chapter is exciting because of the dedication, passion, and commitment that the ASC team has shown in the past, present, and will show in the future. Every ASC employee should feel proud and confident. I firmly believe that.”

ASC Lead Director Xu Yinyan added: “The next chapter for wine in China will be different from the past. But those who are firmly committed to this market, understand its consumers, and are willing to invest in its long-term development will still see tangible opportunities. We thank our winery partners, clients, and Chinese consumers for their trust over the past 30 years. A better future awaits.”