China ,a quite immature market

New Zealand Winegrowers sees Asia as a target market for the next 10 years.

Hunter's Wines managing director Jane Hunter said she has been exporting to Asia since the early 1990s.

In Asia, the company exports to Hong Kong, Malaysia, South Korea and Singapore.

Hunter's has looked at China a few times in recent years, most recently this year with a New Zealand Winegrowers wine-tasting event in Shanghai in July.

But Mrs Hunter said her company was not interested in entering the market at present.

"The market's quite immature, in a sense, and quite price conscious rather than quality conscious."

The company would have to slash prices to compete in the market because of a lot of undercutting of prices, she said.

The company would rather rely on the quality of its wine to sell, she said.