While many entrepreneurs are backing away slowly from both the wine industry and China, Don St Pierre Jr is rushing back in — because he sees plenty of opportunity.

In 1996, two Don St Pierres — senior and junior — changed the world of wine forever when they founded ASC Fine Wines in Shanghai.

Don St. Pierre Snr saw an opportunity in wine: as he later wrote about China’s 1.2 billion population, “all of these folks had to drink and eat something.”

Before long, the St Pierres were distributing Beringer and Bollinger, among other fine wines. They pretty much singlehandedly established China’s fine wine market.

Don St Pierre Jr. retired from the business in 2015, and shortly after became CEO and co-owner of California’s Vinfolio. Don St Pierre Sr died in 2023.

Recently Don St Pierre Jr founded AdaptEdge, an investment and advisory company. One of its first investments was in Vino Joy News, the media company founded by Natalie Wang.

And on St Pierre emains bullish on China, even though wine consumption there peaked in 2017. In this podcast, he explains why he believes so strongly in the country, and why he remains so optimistic about the wine industry in general.

In this wide-ranging conversation he reveals:

As always, the takeaways will be in the newsletter, which you can sign up for at drinksinsider.com