Sacramento-based Family Winemakers of California and Stonebridge Research Group LLC in St. Helena have been awarded a U.S. Department of Agriculture grant to develop plans to market and sell California fine wines in China.
The $369,292 Emerging Market Program grant will help fund what is expected to be a three-year undertaking.
"On behalf of California producers that haven't found a foothold in the growing Chinese market, we're delighted USDA saw merit in our proposal to focus on sales approaches for fine wines," said Paul Kronenberg, FWC president.
Barbara Insel, president of Stonebridge Research Group, will lead the initial research effort, which aims to develop a road map to market wines to segments of the Chinese population interested in the made-in-California product.
Officials said the goal is to develop a "mid-tier" market wines that retail from $40 to $200 per 750-milliliter bottle in China.
The project also aims to expand awareness of California wines beyond Beijing and Shanghai to other major cities.
Call The Bee's Mark Glover, (916) 321-1184.