关于公司

ASC Fine Wines is a premium and fine wine importer and distributor established in Shanghai in 1996 by the St. Pierre family. For three decades the company has specialised in one thing: bringing wines from established and emerging regions to consumers, hotels, restaurants and retailers across Greater China.

ASC buys directly from the wineries it exclusively represents in China. The portfolio is completed by wines purchased on the open market from well-known, reliable specialist wine merchants. In addition to wine, ASC represents Evian mineral water and Sydonios glassware.

In 2025 the St. Pierre family returned to full ownership of the company and set out ASC NextGen, a strategic framework built around three complementary business lines: ASC Direct to Business, Omni-channel and ASC Concierge. ASC is headquartered in Shanghai and operates through six offices, serving Mainland China, Hong Kong SAR and Macao SAR.

The founding years

Don St. Pierre Sr. founded ASC in 1996, at a time when imported wine in China was a niche category served largely by hotels and a small number of specialist retailers. The company was built on a simple premise: work directly with its exclusive winery partners, and treat provenance and storage as part of the product.

Building the category

Over the following two decades ASC developed the infrastructure that premium wine requires in this market: temperature-controlled warehousing, in-house customs and labelling capability, national distribution, and a sales organisation able to explain wine to sommeliers, retailers and consumers alike.

Return to family ownership

In 2025 the St. Pierre family returned to full ownership of ASC, a decade after the company had passed to outside ownership. The return was covered by the international and Chinese wine trade press, and was accompanied by a new strategic framework, ASC NextGen, and a series of investment commitments in China.

ASC's portfolio spans 16 wine-producing countries and both the Old World and the New World. It is built in two ways: wineries for which ASC is the exclusive representative in China, where the relationship is direct; and further selections purchased on the open market from well-known, reliable specialist wine merchants.

The Old World

France — Bordeaux, Burgundy, Champagne, the Rhône, the Loire and Alsace. Germany and Austria — Riesling and Grüner Veltliner from established family estates. Italy — Piedmont, Tuscany, Veneto and Sicily. Spain — Rioja, Ribera del Duero, Rías Baixas, Jerez and Cava. Portugal — Douro and Port. Hungary — Tokaj.

The New World

United States — Napa Valley, Sonoma, Oregon and Washington State. Australia — Barossa, McLaren Vale, Coonawarra, Margaret River and Tasmania. New Zealand — Marlborough and Central Otago. Chile — Maipo, Colchagua and Casablanca. Argentina — Mendoza and Salta. South Africa — Stellenbosch and Swartland. Japan — Yamanashi.

Beyond Wine

ASC represents Evian natural mineral water and Sydonios hand-blown wine glasses in China. A full, current list of represented wineries is available on the wineries section of the ASC website; brand availability varies by market and channel.

ASC Direct to Business (DTB)

The core of the business. DTB covers hotels, restaurants and cafés (HORECA), national wholesale, retail and regional distribution, supported by import, customs clearance, temperature-controlled warehousing and nationwide delivery.

Omni-channel & Consumer Business

An integrated team covering direct-to-consumer, social commerce and private-domain operations: the ASC WeChat Mini Program, ASC's membership programme, Xiaohongshu and Douyin, and traditional e-commerce platforms. The aim is a single consumer relationship across channels.

ASC Concierge

A new, asset-light model for brand owners. Inventory remains the property of the brand and is held in ASC's bonded facility in Shanghai, where ASC manages import registration, labelling, customs clearance, temperature-controlled storage and fulfilment. Brand owners choose distribution, brand-directed sales or a hybrid.

Logistics Partnership

ASC works with GFS, a cold-chain logistics specialist invested in by GLP, for warehousing and distribution capacity. GFS operates a nationwide network covering 23 Chinese cities, providing temperature-controlled storage, value-added services and supply-chain finance.

Sourcing: For the wineries ASC exclusively represents in China, purchases are made directly from the estate. Other wines are bought on the open market from well-known, reliable specialist wine merchants. In both cases, provenance is documented and goods are received through the same inspection and intake process.

Cold chain: ASC stores wine in temperature-controlled warehouses, uses bonded facilities for brand-owned stock, and maintains a documented chain of custody from arrival to delivery.

Regulatory compliance: ASC maintains in-house capability covering import registration, Chinese labelling, customs clearance and product documentation, and monitors regulatory change as a standing operational function.

ASC NextGen is the strategic framework introduced following the return to family ownership. It restructures the business around three lines that share one infrastructure and one back office, so that a winery can choose the route to market that fits its brand.

Three business lines: ASC Direct to Business (full-service import and national distribution), Omni-channel / DTC (integrated e-commerce, mini program, social commerce and private domain), and ASC Concierge (asset-light bonded model with brand-owned stock and ASC-managed storage and fulfilment).