In 1996, Don St Pierre Jr joined forces with his father, Don St Pierre Sr, to establish ASC Fine Wines. Over the years, their company has grown to become one of the largest importers of high-quality wine in China. Today, we delve into the formidable obstacles encountered while introducing fine wines to the Chinese market and the fascinating stories of navigating the intricacies of conducting business in China during the mid-nineties. We also dive into cherished memories of Don St Pierre Sr's remarkable character and enduring impact in the industry. Finally, we reflect on the dynamic evolution of the Chinese wine market and envision how ASC would reinvent itself in today's changing wine industry.