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by Cyril Penn | March 19, 2012 | 3:23 PM

I wasn’t surprised to see this announcement come via the email because I'd heard it was in the works. It makes sense considering how quickly the market is growing in China. It's a sign of the times.

New York, NY (March 19, 2012) — Wine Enthusiast has announced its launch of an entirely Mandarin edition of the magazine. Through a strategic partnership with, Wine Enthusiast Magazine will reach millions of untapped VIP Chinese wine buyers and key trade decision makers. The release of their premiere May 2012 Mandarin digital issue of the magazine will include:

1. International content for Chinese wine consumers to enjoy about wines from the United States, France, Italy, Spain, Chile, Argentina, China, Australia and other parts of the wine world where Wine Enthusiast Magazine has journalists and editorial offices.

2. Tens of thousands of wine ratings and reviews based on the famous 100 point scale which will help provide the YMW customer direction for their wine purchasing needs.

3. Educational articles about wine to expand the knowledge of YMW's customer base.

Wine Enthusiast Companies Chairman Adam M. Strum stated:

"We are very excited to bring Wine Enthusiast Magazine's approachable, user-friendly editorial to these new wine consumers. With tasting offices in Rome, Bordeaux, New York, California and Seattle, we rate and review more than 20,000 wines per year on the famous 100 point scale. We intend to provide the new Chinese wine consumer with these reviews for purchasing direction not previously available to them at this magnitude. We will also be tasting wines from China starting this month in our New York offices. Eventually we hope to reach more than five million wine consumers and key wine trade in China."


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