California producers are being invited to join the group to help promote their wines in Asia

California producers are being invited to join the group to help promote their wines in Asia

A new trade group has been formed in Hong Kong to promote “top” Californian wines throughout Asia. 

The Californian Wine Association's aim is to “facilitate successful market entry and help leading wineries achieve commercial critical mass”, according to the group's co-founder Jong Lee. Among the services being offered by the new body is a Hong Kong address for firms, travel and concierge facilities and access to trade promotions, events and industry groups. 

Membership of the CWA costs US$1,500. 

Lee added: “We appreciate the good work that the Wine Institute and some of the larger California wineries have done and hope to support and build on their efforts to significantly elevate the California brand in the largest wine market in the world.” 

Alexis Bell, the CWA's executive director, said: “We're focussing on the best the state (California) has to offer.”  

Members of the group's advisory committee include wine industry executive Charles Lam and wine PR Havey Posert. 

Figures released earlier this year showed that export sales of all US wine reached a record US$1.55bn in 2013, up 16.4%