Simon Tam set up his International Wine Centre catering to Hong Kong’s sophisticated tastes and the growing potential of the Chinese mainland

In cosmopolitan Hong Kong, where so many nationalities mix together, Hong Kong-born, Australian-raised wine expert Simon Tam has carved out a successful business in wine appreciation.

Students at his International Wine Centre are a mixture of local Chinese and expatriates from all corners of the globe. They have a shared interest in wine, and are keen to improve their knowledge. The same group, generally fussy about food as well, also attends Tam-organised food and wine classes designed to advise on the appropriate pairings.

The success of the venture has spurred Mr Tam to look towards the Chinese mainland, planning courses tailored for the emerging affluent middle classes who are keen to become more sophisticated and worldly. Mr Tam plans to launch first in Guangzhou, the thriving southern city close to Hong Kong, followed by the eastern seaboard port of Shanghai.

"Wine drinking is still relatively new in the mainland, although it has been popular in Hong Kong for 20 years or so," Mr Tam said. "Sales there are expanding rapidly and consumers want to get more knowledge about wine. We are making inroads - the interest is there."
 
Mr Tam was born in Hong Kong before moving to Australia as a youngster with his parents.
That cross-cultural upbringing has helped him understand the language, customs and dining habits of both societies. 

A ready market in Hong Kong

"I really enjoy it when people begin to appreciate wine," says the wine-maker, who has worked in Australia's premier grape-growing region, the Barossa Valley; is qualified as a cheese-maker; and also has his own vineyard, producing semillon and shiraz.

"At the risk of sounding corny, it really does give you a warm and fuzzy feeling to see people learning. Wine has always fascinated me. My family was in the restaurant business and it stimulated my senses for food and wine. In Hong Kong I think there is a new awareness of wine. More and more Chinese restaurants are selling wine. When people come to the courses they generally have a preference for New World wines, but they go away appreciating Old World wines as well. We get people interested in French, Germany and Italian wines.

"We place heavy emphasis on developing the descriptive and communication skills of tasters. We make it relaxed and informal - we want to grow personal senses through wine."

Another arm to the business is Tam Group Asia Wine Consultants, which helps wine-makers break into the market by utilising appropriate merchandising and marketing. If a vineyard owner from Chile, or a cheese-maker from England, needs advice on what will sell in Hong Kong and China, Mr Tam's consultancy can provide answers.

"It is a niche business," he said. "We are not a multinational but no other fulltime company in Asia is doing exactly what we do."

Related link:
International Wine Centre www.iwinecentre.com