Moet Hennessy has declined to comment on reports suggesting its new winery in China is set to open by June. The new US $5.5 million winery in the Ningxia Hui region of north-west China will see its first wines hitting shelves next year, according to a report on the website Asia Travel Tips.
Wine Intelligence has warned wine exporters to China against 'seeing only dollar signs' in the world's fifth-largest wine market, and said it was important to understand Chinese consumers, not just parachute in western brands.
The project, which is a joint venture between Moet Hennessy and Nignxia-based SOE Nongken, includes construction of a winery, fermentation cellars, tasting room and luxury visitor center in around 6,300m² space.
International wine organizations estimate that 85 percent of all grape wine consumed in China is grown domestically, mostly in the tens of thousands of small vineyards and distilleries that have emerged in the past decade in places like the Hebei, Ningxia and Shandong provinces. Wine has become an important status symbol for newly wealthy Chinese.