Guglielmo Winery tries fortunes in China


A family-owed winery with its roots in the Santa Clara Valley agricultural area is looking to Asia for 21st-century prosperity.


The owners of 86-year-old Emilio Guglielmo Winery have made their first foray into the Chinese market, shipping 2,800 cases of their products to the city of Guangzhou, China’s third-largest city located in the southern province of Guangdong. Gary Guglielmo, the winery’s general manager, said his company has opened two retail stores and an office in the area to sell its value-priced line – including a Carbernet Sauvignon, Chardonnay, Merlot and Syrah – priced at $9.95 per bottle.


He said the key to establishing a wine business in China depends on finding individuals with deep knowledge of the market capable of building relationships with retailers and distributors. Helen Chan, the winery’s sales and marketing director for Asia, was selected to broker the deal and is now overseeing sales efforts in China.


Gary Guglielmo said he expects to ship another 2,800 cases of wine to China in the Spring