California wines has a widespread high price perception in China

The high-end wine market in China was developed primarily through luxury hotels and Western-style restaurants, and early consumers there were largely expatriates. Wineries trying to reach directly to individual Chinese consumers must contend with drinkers who have a different palate than their American counterparts, experts said. In addition, there is a widespread perception in China that California wines are more expensive.

"It's not an easy market to enter," said Debra Meiberg, who grew up in Sebastopol and now lives in Hong Kong, where she provides consulting services to California wineries that want to enter the China market. "I think California has a smaller presence in Asia than it should, and at present it's driven by Napa."

Meiberg said the wines she tasted as a judge at the Sonoma County Harvest Fair competition this year had more restrained, elegant styles that would appeal to an Asian palate than the wines she tasted there previously.