California vintners hails for China market oppertunity

Now the Chinese market isn't just about expensive French wines, Their taste preferences have evolved.

California vintners are raising a glass to this news, and concerted efforts in Lodi, Napa, Sonoma and Paso Robles are dovetailing with statewide campaigns to crack the lucrative Chinese market. Scattered wineries throughout Sacramento and the foothills are also pursuing sales to China.

Along with the opportunity, however, come pitfalls in the form of shady business people looking for a quick buck, Kautz cautioned.

Still, the potential is alluring. In 2011, sales of imported wine in China are projected to surpass $1 billion, up from just $60 million in 2004, said Frank Gayaldo, a Lodi wine grape grower and international wine broker. 

France, with its long tradition of winemaking, dominates the export trade to China, and Italy and Spain are also significant players, Gayaldo said.

The United States has a minor share – about 5 percent of that market – with California representing 90 percent of the U.S. wines being exported.