ASC Fine Wines has officially returned to family ownership, marking a significant shift in the company’s trajectory after years under the control of Japan’s Suntory Group. The St. Pierre family, who founded the wine importer in 1996, successfully repurchased the company, finalizing the deal on June 2, 2025.
Don St. Pierre Jr., the executive chairman and CEO, expressed excitement about the transition, stating that this moment represents both a "homecoming" and a "springboard into the future." He introduced a dynamic new strategy termed ASC NextGen, aimed at seizing the next wave of wine sales opportunities in China. This strategy will emphasize agility, innovation, and the enhancement of their legacy.
Key components of the ASC NextGen strategy include:
- Strengthening traditional distribution channels across major cities and online platforms.
- Expanding direct-to-consumer sales through digital tools, social media, and a newly established membership club called The VintEdge Society.
- Facilitating brand partnerships to navigate China’s complex market environment.
To support this ambitious vision, ASC has partnered with GFS, a prominent logistics group, which will provide dedicated infrastructure and warehouse support in 23 of China’s largest cities. Jianmin Yu, chairman of GFS, noted that their collaboration is designed to ensure high quality, reliability, and innovation throughout the wine supply chain.
ASC Fine Wines has a diverse portfolio featuring over 1,200 wine labels from more than 100 wineries, including esteemed names like Vega Sicilia and Banfi. Monica Xu St. Pierre, lead director at ASC, highlighted the focus on unlocking the full potential of their team and shaping a sophisticated wine experience in China.