Inspired by a TDC seminar, business partners Gregory De'eb (left)  and Jim Thompson have embarked on an entrepreneurial venture to boost Hong Kong’s role as a regional wine centre

High-flying diplomat Gregory De'eb quit his job to begin a novel venture in Hong Kong, whereby former World War II bunkers are to be converted into a showcase wine storage and wine drinking facility.

Mr De'eb, a career diplomat with the South Africa consular corps, was initially inspired by attending a seminar organised by the Trade Development Council, where the speaker was talking about Hong Kong's role as a regional wine centre. Among the ideas mooted to encourage this was to convert World War II ammunition bunkers - long abandoned and disused - into storage facilities for wine.

He realised the idea had been talked about, but not implemented. After chatting with friend Jim Thompson, Crown Worldwide Group chairman, Mr De'eb came to the conclusion that it was eminently feasible.

The pair started a company to convert and renovate the bunkers, with the aim of providing a perfect climate for storing fine wines - and a luxury clubhouse where people could enjoy drinking the vintages. The idea is to appeal to everyone who has an interest in wine, from the modestly-salaried office clerk developing a palate, to the oenophile president of a multinational company.
 
To concentrate full time on the ambitious scheme, Mr De'eb quit his job as Hong Kong consul general for the South African government to join Crown Wine Centre, an offshoot founded for the project. When finished, the facility will cover about 800 square metres - taking in eight individual bunkers - and have space for around 120,000 bottles.

"I loved my job, but it was essentially just talking," Mr De'eb said. "I think there was a frustrated entrepreneur inside me. I needed to put my rubber stamp on something. For Jim, it was also a way of reinvesting in Hong Kong
 
Cellar the 'best in the world'

From army surplus to stellar cellar: this disused wartime bunker will be converted into a wine clubhouse said to be one of the finest in the world

"The wine cellar will be the best in the world, as the storage of wine will be at pristine levels. It will cost HK$15.6 million (US$2 million) to restructure the bunkers."

Once completed, Crown Wine Centre will offer different membership levels, depending on the amount of wine members want to store, and their projected clubhouse usage.

Mr De'eb sees the project as part of a potential boom in wine-drinking in Hong Kong. Right now, he says, the per capita annual consumption of around 1.8 litres per head is among the lowest of any major world city - giving huge potential for would-be wine importers.

He forecasts that Crown Wine Cenetre, located in the Shouson Hill district, will become a major regional attraction, where auction house big-guns such as Sothebys and Christies can hold fine wine auctions.

Mr De'eb himself is passionate about wine, particularly those from the New World, and keeps up to 10 cases at home for when guests pop around. He reckons a half-bottle a day and a nip of port to finish the evening helps keep him healthy.

He is equally fervent about Hong Kong, convinced there is no place like it. In fact, Mr De'eb has become an unpaid, de facto ambassador for Hong Kong, buying a house and settling down here.

 "Hong Kong is about a whole multiplicity of things," he says. "I believe Hong Kong people are fantastic. My wife and I have lived in many places in the world and this place is the best. There is a lot of greenery around and the road network is brilliant, the traffic never gets jammed up.

"There are processes here - the rules and regulations are great. Everything works."

For details about the project, email gdeeb@crownrelo.com