Wines that get straight to the point

2015 Penfolds Collection Global Lauch in Shanghai. [Photo/China Daily]

In the financial year ended last June, the amount TWE spent on marketing its prestige brands such as Penfolds rose 50 percent, Dixon says.

"That kind of investment will continue as we launch some new exciting brand campaigns globally and in Greater China in 2016."

Young people are the wine consumers who are leading the way in China.

The researcher Wine Intelligence says that in 2012 only 30 percent of those in China who drank imported wines were under 30 years old, but three years later that percentage had risen to 50 percent. TWE says that to engage these younger consumers it is investing in brand marketing aimed specifically at them.

For example, last month, Treasury and the basketball promoter NBA China announced a new multiyear, multimillion-dollar marketing partnership making Wolf Blass, one of TWE's best-selling brands, the official wine partner of the NBA in China.

That partnership gives Wolf Blass exposure to the more than 330 million basketball fans in China during NBA China's marquee events, televised and online games, and events throughout China in the off-season.

Apart from TWE brands, some of the better known brands on sale in China include Castel, Jacob's Creek and Lafite.