Having recently returned from an Asian wine marketing trip, Hein Koegelenberg, CEO of Leopard Leap wines is excited about the potential of this key future market as a wine-buying region and a clear focus for South African wine export in 2010 and beyond.

"The attention of China's nouveau riche, coupled with the recent elimination of all wine duties, means that this industry is fast becoming a focal point for trading and distribution amongst wine buyers and sellers," says Hein.

"A law enacted last year wiped out a 40% tax on wine imports in Hong Kong, which had already been reduced by a further 40% from the original 80% in the previous year. The rest of Asia still imposes import duties of different levels however, with Mainland China levying a 48% tax on imports of wine."

The fine-wine market has seen the biggest impact of the no-tax policy, but the lower end of the consumer spectrum is also opening its eyes to the benefits of this new law and the much wider range of access it affords them.

Hong Kong supermarkets, for example, are now featuring a far wider selection of wines at much better prices than they were a few years ago.

Secretary for commerce and economic development in Hong Kong, Yvonne Choi, was recently quoted in The Wall Street Journal as saying that already the economic benefits reaped from eliminating the tax had far exceeded the lost revenue; meaning that the consumer benefits are in no danger of being recalled as this is benefitting the economy as a whole, and not just a select group.

At the moment the top French Chateaux wines are still the most purchased, with the top Australian wines also doing well, and our local South African wines just behind as they are still quite new.

The interest however is definitely there and the 350 years of history that our local wine market has is one that appeals greatly.

South African wine brands and industry organisations have noticed this and most have appointed Asian agents and marketing managers who are focused purely on this region and how to maximize market share and positively impact sales.