Stephen, a senior representative of IWCPA China region, says currently thousands of social celebrities, entrepreneurs and white collars in China possess great consuming power, many of them hoping to drink high quality wines with low spirits. He believes raki or sherry with pure taste can be their first choice.

Although China produces a great amount of wine every year and its wine market is expanding, real wine culture has failed to take shape. Most people don't know how to appreciate wine and where to preserve it. The average per capita consuming amount of wine in China is mere a 0.5 liter, or one fifteenth of world average. Chinese people drink a much more greater amount of beers and traditional white spirits than wines. Moreover, none of Western wine brands are influential in Chinese market, thus it is hard to promote Western wine culture there.

Stephen reveals that IWCPA will not only send cellars and wine magazines, but also set up a professional wine consultation group, which can further cultivate more wine collectors among Chinese middle class. If everything goes well, these middle class families can get their cellars before 2007.