Wine producers are turning their attention to Asia as growth in the traditional markets of Australia and Britain dries up.
Winegrowers New Zealand says demand in China is so impressive that it expects the country to be the number one consumer of New Zealand red wine in five to 10 years.
The industry organisation says red wine is particularly popular in China, where it accounts for 80% of the wine sold.
It says the increase in demand in China is driven by an emerging middle class.
Total wine sales in Asia topped $60 million last year, compared with $10 million five years ago.