Michael Chen, Owner of Cheers Wine Cellars

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on Friday, October 29, 2010 12:00 AM

What induced you to make wine your profession?

There are really two reasons: it was my hobby before and it's also a better career. I was working in electronics but I feel the service industry is growing more. China is production oriented and this has the lion's share of the economy but the service industry will increase. It will grow. As more and more Chinese become wealthier and more interested in luxury, they will want better service. We only have one stomach and can only eat so much food, but we can always appreciate better service.

What do you think of the wine market in Shanghai right now?

Our focus is top-segment wine, and there are more and more rich people around in China. China has become one of the biggest luxury markets and is still growing. But one thing is that Chinese don't really know wine yet. Many are simply drinking the brand, not the wine.

The wine market has been growing, but how has this affected the dichotomy of local and imported produce?

Chinese local brands actually dominate the market in terms of quantity. Obviously, they are improving. They dominate the market, so they have sufficient resources to learn more about wine, to improve their wine. There is no doubt. In my mind, imported wine is healthy competition and drives the local market to improve. It provides a benchmark to up the standard. It's a very good market mechanism.

Have you ever thought about getting out of the city and running your own vineyard?

No, no! Farming is too heavy for an old man like me. Grape growing in China is not easy because the terroir is not that good. The club business seems more suitable. What I do now is perfect. I have one job and two things to do: meeting old friends and meeting new friends.

What do you do to enjoy Shanghai?

I go golfing, partly because it's a healthy activity, partly because its suits my tastes. And most importantly, it's something I can do with my wife.