The Wine Institute launched its global marketing campaign in Shanghai

The Wine Institute, a trade group of California wineries, has offices in Shanghai and smaller provinces of China. The group hosts retail and on-premise promotions centering on restaurants and hotels in China. Trade missions have been taking California vintners into China for about a decade, expanding in size and scope.

The Wine Institute recently launched its global marketing campaign, "Discover California Wines," which touts the state's lifestyle. The group hosts Chinese media and chefs to visit California wineries.

Chinese wine imports are 95 percent red varietals, making Lodi and Paso Robles prime export areas, because of those area's plantings of zinfandel, merlot and cabernet sauvignon, Gallagher said. 

The Lodi Winegrape Commission and the city's chamber of commerce support local vintners' forays into China by hosting trade missions and teaming with federal agriculture and commerce departments to research and promote the market.