By Jim Boyce
ASC Fine Wines opened the Wine Residence — a 6500-square-meter facility for events, education and storage — in Shanghai last weekend. An ASC press release states that more than 50 senior representatives from the world’s wineries attended the launch, including Christophe Salin of DBR Lafite, Jean-Philippe Delmas of Chateau Haut-Brion and David Dearie of Treasury Wine Estates. It also states that the facility will provide “an exceptional 360 degree wine experience“. I’m not sure what that means but it raises the image, at least in my mind, of guests being spun around in chairs while strategically placed staff members douse them with a steady flow of Laurent-Perrier. Sign me up.
The Wine Residence will have space for classes, tastings, dinners and other events as well as a cellar and wine lockers. Customers will be able to buy wines from the ASC portfolio and Bordeaux Grand Cru and other top wines. Wine will start at rmb200 per bottle. Those interested in membership have two options. Social membership is for those who purchase more than rmb75,000 and includes discounts and other benefits. Full membership is for those who purchase more than rmb150,000 and includes use of the storage space in the cellar.
ASC reports it has offices in 26 cities, a staff of 1100 and brands from 14 countries. It also has major facilities in Beijing and Hong Kong.