Created in 1930, Mouton Cadet has been the official wine supplier for the Cannes Film Festival since 1992. [Photo provided to China Daily]

Clarke is confident about the strength of TWE's distribution network in China, which he hopes will drive marketing and sales for Baron Philippe de Rothschild's wines.

"As for the main imported wines sold in China, the top three are French, Australian and Chilean. With TWE and BPhR together, you get the first three imported wines in the Chinese market. Our portfolios are complementary," Rothschild says.

BPhR has been working closely with TWE on improving two main aspects－brand availability and brand awareness. To increase brand awareness, the two wine companies plan to organize about 100 events throughout the year, such as wine tastings and dinners in major Chinese cities.

"It's essential to be at every branch of the distribution system, ranging from wholesalers, retailers, to restaurants and hotels. TWE has an excellent organization that goes to all these segments of the market. That's very positive," Rothschild says.

Meanwhile, a group of Chinese brand ambassadors from BPhR will work closely with TWE to ensure their plans for improving distribution, brand availability and brand awareness all get put into practice.

"In the wine business, it's more about execution than strategy. It's how you execute to make sure your wine is in the right place, at the right time, with the price that's right for the customer. TWE are in the best position to do that," Rothschild says.

According to Rothschild, Chinese drinkers are eager to learn more about wine, and how wine is made.

"They see wine as a vehicle for enjoyment and sharing. Also, more and more people are celebrating with wine on occasions such as weddings and birthdays."