Wine the new corporate ice breaker (hktdc.com)


	International Wine Centre founder Simon Tam has found a niche market in wine education for Chinese consumers

Having first tasted success in Hong Kong, Simon Tam's International Wine Centre (IWC) has opened its second wine education centre in the Chinese mainland city of Shanghai.

Established in Central in May 1999, IWC filled a need for objective, independent wine education in Hong Kong's booming corporate and hospitality sectors. Wine, explained Mr Tam, a Hong Kong born, Australian raised wine-maker, consultant and media commentator, was proving a bridge between the cultures of East and West.

"There was a lot of opportunity for wine education," said Mr Tam. "Hong Kong was already a mature market in terms of consumption, and wine was becoming the new corporate culture. Companies didn't want to host banquets with shark's fin any more, and even the time-honoured tradition of a golf day was losing favour because of the time factor. Wine tasting offered them an alternative for sharing experiences with their client, and one which would merge the cultures."

Growing fast

IWC's clients are evenly divided: 50 per cent come from the hospitality industry, and 50 per cent from the corporate sector. Both sectors are growing equally fast, Mr Tam says. Among the corporates, multinational companies with regional headquarters in Hong Kong are particularly keen to educate their Chinese staff in the ways of the Western world.

The business model IWC developed in Hong Kong will be replicated at IWC Shanghai, which opened in July, and at the next IWC centre, planned for Macau in 2008. Mr Tam says it has proven to be a successful formula because IWC's courses are both knowledgeable and independent, and since the company believes in building friendships with its clients.

"We sell our time and knowledge – we don't sell wine," said Mr Tam, who in June this year was rated Best Wine Consultant by UK-based Wine Business International. "I'm merciless when it comes to criticising a wine that's excessively priced or that doesn't deliver quality, and I'm equally keen to praise a good supermarket wine." IWC also provides a flexible service that can quickly adapt to its clients' needs, adding value for the consumer.

Learning curve

The scope of IWC's services ranges from advising individuals on how to build their wine collection or choosing a wine for a special event, to training hospitality staff in the matching of food and beverage. Another arm to the business advises overseas wine-related businesses on tapping into the China market.

Hong Kong has been an important learning ground for business development as it has taught Mr Tam "about how the Chinese mind works, and how (Chinese) relate to food and flavours".

The city is also flourishing as a wine centre because of its ability to quickly react to trends, he added. "The market here is consumer-driven, and if tomorrow someone brings in an Italian rare vintage, you can be sure Italy would be the next big category for Hong Kong. This really reflects the entrepreneurship of the Hong Kong business environment. And quick reaction to market need is very important in a city like ours that's renowned as an international showcase."