Launching this May, leading Greek wine producer Tselepos Wines is partnering with Summergate, one of China’s most highly respected import and distribution companies, to build the premium Greek wine category in China.

This new partnership, in collaboration also with Nimbility Asia, Hellas House in Shanghai and the EU promotional partner OEN Trading LTD will aim to build the availability, visibility and reputation of premium Greek wines in the China market through targeted distribution, particularly into the premium on-trade and via Summergate’s luxury retail arm Pudao, supported by a series of tailored events and e-marketing efforts across China’s highly diverse digital landscape.

The campaign to promote the fine wines of Greece and Tselepos in China comes hot on the heels of two extraordinary recognitions for Tselepos at last year’s Decanter Fine Wine Awards. Tselepos’ Driopi Reserve 2017 was awarded 97 points and a Platinum Trophy, one of the highest scores ever awarded to a Greek wine in the history of the awards.

Moreover, the Laoudia Santorini Assyrtiko 2018 was awarded “Best In Show” and the only Greek wine in the Top 50 Trophy Winning Wines at the Awards.

Hellas House, a landmark of Greek culture and lifestyle in the heart of Shanghai, will act as the spiritual home of Tselepos Wines in China. The vision of Pavlos and Sophia Kontomichalos, Hellas House showcases the very best of Greek Culture, Gastronomy and Hospitality, making it the perfect location from which to host bespoke events that will introduce the Tselepos Wines to wine lovers in China.

“This new partnership with Summergate is of major importance for the Tselepos brand,” says Founder and winemaker of Tselepos Wines, Yannis Tselepos, “so we are very happy to finally be announcing this news despite all the adversities we have all encountered in the recent years. We, as a company, have had strong bonds with China for a long time and we firmly believe that China and the Asian market, as a whole, will be the front-runner in the wine scene for the next decades. Thus, our main goal through this partnership is to familiarize Chinese wine lovers with the premium Greek wines and indigenous Greek varieties and show them the high levels of quality that Greek winemaking has reached through our premium quality Tselepos labels.”

Tselepos Wines is a family-owned business specializing in producing unique, premium wines from indigenous varieties grown in the most emblematic Greek viticultural areas. In particular, the white variety Moschofilero cultivated in Mantinia in the heart of the Arcadia in the Peloponnese, Assyrtiko, the noble white variety of the ancient island of Santorini, and Greece’s most famous noble red variety, Agiorgitiko, grown in the heart of Nemea.

Yannis Tselepos along with his wife Amalia Tselepou are the founders and producers of Ktima Tselepos, the original winery founded in 1989 in Mantinia, Arcadia. Having built from humble beginnings, today Tselepos is a leading and renowned wine brand in the Greek market with more than 20 employees across their three wineries. 40% of the total production of Tselepos is exported to markets around the world. The second generation of the family consisting of Andriani Tselepou and Aris Tselepos are starting to lead the company into a new era.

The principle of “good wines are made in the winery, but fine wines are made in the vineyard” has guided Yannis Tselepos along the way. As a result the Tselepos family has focused on the development of privately-owned vineyards, which today consists of more than 65 hectares. The driving priority is to deliver top quality fruit through the unremitting dedication to and care of their vineyards. By 2023 the entire vineyard in Mantinia will be fully converted to organic viticulture.

Moschofilero is the grape that reigns on high in Mantinia and the goal of Yannis Tselepos is to express all the characteristics of this multifaceted variety particularly via the flagship wine of the estate – Mantinia Tselepos – as well as with a range of Traditional Method sparkling wines, some of the very first of their kind from an indigenous Greek variety.

For years, Tselepos had his eye on the vineyards of Nemea, the biggest viticultural area of Greece with a rich history and mythology. Here, the indigenous variety Agiorgitiko, thrives and gives its greatest expression. The grape has also been called “blood of Hercules” due to its deep ruby hue and the connection of the hero to the region of Nemea. Here, in 2004, in the renowned sub-region of Koutsi, Tselepos co-founded Ktima Driopi, an estate dedicated entirely to the production of this noble Greek red variety.

The Driopi estate consists of just 12 hectares of privately owned vineyards with old vines that are more than 40 years old. Altitude ranges from 200 to 900 metres above sea level, resulting in a wide variety of styles and expressions of this noble grape. Intense red fruit aromas with spices and a velvety texture are the main characteristics of the variety. Tselepos’ focus has been to create both modern, fruity wines as well as to showcase the ageing potential of the variety, mainly through their Reserve label.

A collaboration between the Tselepos family and the Chrissou family, a well-known Santorini-based family with a long tradition in viticulture on the island, has more recently led to a project that is rapidly rising to become the new star of Santorini.

The Chrissou family’s 10-hectare, privately-owned vineyard on the island of Santorini consists of mainly 100-year old, own-rooted Assyrtiko vines trained in the traditional “Kouloura” (small basket) system. Thus, when winemaker Yannis Tselepos first discovered this vineyard, it was clear that he had found what he was looking for. The two families aligned and formed a collaboration with the goal of making wines that will earn their place among the best white wines in the world.

“We want to convince the market, both domestic and international, that Santorini’s wines rightfully deserve to be included in the category of super-premium wines,” says Yannis Tselepos. “This is helped by the fact that the company is particularly extrovert, with its export activity reaching up to 80% of the total production. We are therefore really happy to be starting this new partnership with Summergate. Our main goal through this partnership is to familiarize the Chinese wine lovers with the indigenous variety Assyrtiko and demonstrate the exceptional quality of wines that this grape can produce in the utterly unique terroir of Santorini.”

On Santorini, one of the most ancient vineyard sites in the world, Assyrtiko, one of the most renowned varieties in Greece, finds its supreme expression. Extremely low yields, the result of Santorini’s exclusively dry farming practices, hot climate and poor volcanic soils, coupled with extremely difficult manual labour in the vineyards, gives rise to very high prices of fruit and only the very finest, premium quality wines.

Due to its volcanic, sandy soil, Santorini has never been affected by phylloxera, thus preserving the vineyards on their original rootstocks and creating a unique “terroir” responsible for the utterly unique, high-quality wines produced on this beautiful island. The wines are characterized by high acidity and high concentration of flavour with standout minerality, great complexity and ability to age and improve for years after bottling.

“The wine world is constantly seeking new and exciting wines to enjoy, something beyond the ordinary, and these lovely Greek wines are it!” says Nimbility Founding Partner Ian Ford. “Exotic and interesting grape varieties, fascinating and exceptional terroir, excellent winemaking, and all woven together with the fabric of ancient Greek history, there is so much here to explore and discover. We are thrilled to be leading the charge to elevate the awareness and enjoyment of Greek wines in China, in partnership with Tselepos Wines, Hellas House, and now Summergate.”

Berny Yang, Summergate's General Manager of Greater China, has stated that “Summergate is very proud to announce this new partnership with Nimbility on Tselepos wines to enrich Summergate portfolio with Greek wines. As a world-famous wine region, Greece has a long history of vine cultivation and wine production. Under the influence of the epidemic, Tselepos wines’ pure taste makes us more fascinated by the charming life in the Mediterranean. We are deeply excited to present this unique charm of fine Greek wine to more Chinese consumers.”

As one of China’s leading wine and spirits import and distribution companies, Summergate is perfectly positioned to be taking on the three distinct estates that make up Tselepos Wines. Founded in 1999, Summergate is one of the leading distributors covering the Greater China drinks market with the purpose of ‘creating better experiences together’, it is also a part of Australia’s top retailer Woolworths Group. They do this through their network of 10 regional offices across the Chinese mainland, Hong Kong and Macau to connect the incredible world of drinks with our trade customers who operate hotels, restaurants, bars, supermarkets, convenience outlets and e-commerce sites to reach consumers across Greater China. Summergate shares the world of drinks by partnering with internationally renowned brands particular within their drinks category. From wine, spirits, and beverages, Summergate partners with over 70 reputable brands in the market from 17 countries.

For more information about the Tselepos Wines in China, please contact:

Danny Chen: danny@summergate.com

Tselepos Wines Partners with Summergate to Build the Premium Greek Wine Category in China