The Traveling Wine Man Goes to Asia
Published on July 28, 2025 in A-Wines news
Last May, Jason, aka “The Traveling Wine Man”, embarked on an intense and exciting tour of our three most strategic markets in Asia: Singapore, Australia, and South Korea. His mission? To meet with our long-standing importers and strengthen our partnerships, to win over renowned new sommeliers by giving them an exclusive first look at our latest vintages, and to engage with all key players (distributors, restaurateurs, influencers) in order to better understand their needs and tailor our offerings to each local market’s specificities.
A Night to Remember at Burnt Ends, Singapore
During the vibrant and high-energy week of VinExpo Asia, we had the pleasure of hosting an intimate yet impactful dinner at one of Singapore’s most iconic culinary destinations — Burnt Ends. Known for its Michelin-starred open-concept kitchen and wood-fired flavors, Burnt Ends provided the perfect backdrop for an evening of great wine, bold ideas, and global collaboration.
The guest list reflected the diverse and dynamic nature of the wine business today. We welcomed clients and partners from across the Middle East, Australia, and Japan, each bringing unique insights and market perspectives to the table. The highlight of the evening? A surprise appearance by none other than the owner of Pol Roger Champagne, whose presence added prestige and sparkle to an already memorable night.
As glasses clinked and conversations flowed, so too did shared visions for the future of wine in emerging markets. From strengthening distribution across Asia-Pacific and the Gulf region, to expanding visibility for boutique and heritage producers, the energy in the room was all about forward motion. This wasn’t just a dinner — it was a strategy session over world-class cuisine, with some of the most passionate and visionary minds in the business.
Each wine poured — from Rebel Ridge’s bold California expressions to limited allocations from France and Spain — was a conversation starter. The Traveling Wine Man guided guests through the stories behind the bottles, offering insight into sourcing, production, and what makes these wines special to us and our clients. The curated pairings with Burnt Ends’ signature dishes sparked moments of real connection — both to the food and to one another.
At A-Wines, we believe that building long-term partnerships starts with real, human moments like this. Sharing a meal, exchanging ideas, and getting to know each other beyond the emails and business calls is where the most impactful relationships are born. As we look ahead to exciting launches in the U.S., continued expansion across Asia, and growing our presence in Africa and the Middle East, this dinner was a reminder of just how global — and personal — our mission is.
A-Wines California Takes on Australia
Five cities in six days, countless glasses poured, and unforgettable conversations with some of Australia’s most influential wine players. From Sydney to Melbourne, Brisbane to Adelaide and Perth, we showcased our premium portfolio and strengthened ties with current and future partners in this booming wine-loving nation.
Australia has become a key strategic market for us — and for good reason. Over the past five years, the growth and appreciation for California wines in this region has been nothing short of remarkable. With more consumers embracing bold, fruit-driven wines and seeking new-world expressions with personality, our brands are finding their moment.
We proudly featured some of our top performers throughout the trip:
- Creamery – classic California richness with an elegant finish.
- Rebel Ridge – our newest star, already making waves with its premium taste and rebellious edge.
- Lapis Luna – a beautifully designed brand with expressive, balanced wines that continue to win over Aussie palates.
Every meeting was a chance to learn and to listen — and to share our California story. From high-level presentations to casual tastings in store offices, we met with some of the best in the business. Huge thanks to our incredible partners who took the time to connect with us:
- Dan Murphy’s – always sharp and forward-thinking; we’re thrilled by the opportunities ahead
- Young & Rashleigh – passionate importers helping us navigate the local scene with expertise
- VinoMofo – digital pioneers who truly understand how to position premium brands for online success
- United Cellars – a fantastic team dedicated to finding wines that resonate with their discerning clientele
- …and many more who are helping us build something meaningful and long-lasting.
What really stood out during the trip was the enthusiasm for California as a region. Australian trade and consumers alike are increasingly interested in wines that offer not only great quality, but also a story — and our portfolio delivers on both fronts.
As we continue to build our footprint across Australia, we’re not just selling bottles — we’re developing relationships. We’re investing in people, in brand education, and in long-term growth. This visit wasn’t just about this month’s numbers — it was about where we’ll be in five years, together.
A quick but meaningful stop in Seoul
A city we always love returning to. The people, the energy, and especially our 20+ importer partners make Korea one of our most exciting markets. We visited 3 of our key partners to talk about the future of wine in Seoul and how we can grow together. California wine has seen incredible momentum here in the last two years — from premium retail placements to booming demand in upscale restaurants. Koreans are embracing bold, expressive wines, and the market is only getting stronger.
It’s inspiring to see how educated and curious the wine community has become in Korea. Consumers are asking more questions, sommeliers are diving deeper into our varietals, and retailers are eager to showcase wines with character and story. From Napa Cabs to Paso Robles blends and cool-climate Pinot Noir, there’s real appreciation for the diversity of California’s wine regions.
Beyond business, we love immersing ourselves in Korean culture — the food, the traditions, and the hospitality never disappoint. Funny enough, we landed just one week before the presidential elections. The streets were alive with political energy, and we even had time to chat with locals about the relationship between South Korea and America — always eye-opening.
From California to Australia and onward to Seoul, we’ve bridged worlds with exceptional wine, forging new partnerships and sharing a bold vision for growth. A heartfelt thank you to everyone who joined us—especially those who flew in from around the globe—and to the Burnt Ends team for their warm hospitality and flawless execution. We’re just getting started, and we can’t wait for the adventures ahead. Until next time—cheers to great wine, great people, and the global journey that lies before us!
