China's nouveau riche thirsty for premium vino(2)

Despite this, experts note that many people are drinking expensive wine simply because it is expensive, rather than appreciating the taste.

Vivian Tian, Chief Sommelier at the Waldorf Astoria in Shanghai, said the majority of Chinese consumers were still far behind their western counterparts in understanding and appreciating wine.

"The Chinese population is huge, we are still in a developing phase. They are not sophisticated. I don't know how many years China will need," she said.

For the majority of young Chinese professionals, kitted out with their iPads and designer suits, wine is just the latest way to display upward mobility in the increasingly consumer driven society.

"The key in Shanghai is, it is fashionable to drink wine. Every year the growth rate should be double digit, there is no question about that," Tse said.