Heard it through the grapevine

The five wines exported to China, most of them merlot, are sold to wholesalers for RMB100 ($16; 12 euros) to RMB300, ultimately finding their way into private clubs and as corporate gifts. To date Ponty has imported 24,000 bottles, with another 12,000-bottle shipment scheduled this summer.

The 26-year-old is an avid traveler, venturing regularly to cities throughout China in search of potential distributors. Le Ponty now has representation in Wuhan, Shanghai, Guangzhou and Xiamen, with its head office in Beijing.

Says Ponty: "When you are in Europe you hear people talking about the China market. But when you are in China, there is no such thing as the Chinese market, or the Chinese consumer, because the second and third-tier cities are so different. We are trying to get more into those cities and help them to understand wine. It is a diverse market.

"But I feel more and more people, the middle classes are starting to drink wine, appreciate wine and be curious about wine. If you could reach only 10 percent of the population that is a huge market."

Oenophiles in the major cities are already appreciative of Le Ponty's wine quality and the rich history of the chateau, which was founded in 1905. The flagship wine is Chateau Grand Renouil, a regular award winner, which is made from 60-year-old vines; another vintage, Chateau du Pavillon, is made from vines that surround the family home.

The rich and storied history of Le Ponty fascinates Chinese audiences, all the more so when the facts are relayed by an individual who can trace her family wine connections back four generations.

In fact Ponty is finding her diary full of speaking engagements, giving talks on how to appreciate wine to various companies and groups. The etiquette of wine drinking, how to hold the glass, the proper way to store and pour wines, the way different styles pair with different foods - are among the topics in her lecture repertoire.

"People really like these little tips and to hear the stories behind the wines," she says. "I talk about wine and focus on the basics, so when people go to a dinner they do not look clueless. I explain about different regions and the difference between old-world and new-world wines. I also explain the Appellation d'Origine Controle, the AOC system in France, which is a guarantee of quality. A lot of people do not realize that. All our wines are AOC."

Ponty admits that working in China and explaining wines have given her a new perspective on the family product. Future marketing campaigns in traditional European markets and elsewhere will stress the rich legacy of the Ponty brand as well as the quality of the wine.

She say s: "I think I know what I am doing, I grew up with wine, and know wine. For us it is a great time to be in China; people are more and more interested and there are a lot of opportunities."

China Daily