New Zealand Wine Growers has launched a Mandarin-language website to help boost wine sales to China.
China accounts for about a quarter of the $100 million worth of New Zealand wine exported to Asia each year.
Wine Grower's global marketing director Chris Yorke said the website aimed to improve contact with Chinese consumers.
"Particularly in Mandarin what you find is there's a lot of translations of you know, Marlborough, or Hawke's Bay or Sauvignon Blanc or Merlot and what we're trying to do is make sure there's a standard translation and also to be able to hook into the whole social media scene.
"People don't quite realise there's about 600 million people connected through hand-held devices in China, so getting on the Weibo and Youku and WeChat and some of the other Chinese social media it's really important, so that gives us a platform to connect to that aswell."
Mr Yorke said the wine industry aimed to increase export earnings from $1.3 billion dollars to
$2 billion by 2020.