Cellarmasters is one of Hong Kong’s oldest and biggest wine clubs. Founder Peter Chu, an Australian whose passion for wine was kindled at an early age during his high school years in Australia, went on to study Viticulture before moving to Hong Kong back in the early ’90s. This was a time when wine was mostly drank by expatriates living in Hong Kong. Sensing an opportunity for a ready demand and, with the limited choices available in the market at the time, Peter founded the company in 1990 to bring in wines from Australia and other key wine-producing countries.

Cellarmasters operates as a wine club first with Peter sourcing quality fine wines for individual wine lovers. The business has since expanded with Cellarmasters Wines now offering over 400 wines – one of the widest range of wines located in Hong Kong from a single distributor to over 20,000 wine club members – as well as the launch of Peter’s very own award-winning wine label, Le Pui Gay, which is produced in the South of France.

The wines from Cellarmasters are selected for their high quality after extensive tasting by a team of qualified critics, enabling wine club members to obtain excellent premium and fine wines at reasonable prices without huge retail mark-ups. Their huge 8,000 square feet wine cellar in Wong Chuk Hang, just a few minutes from Central, is a nice retreat away from the chaos of city living where wine members can select their wine purchases, attend the club’s many gatherings, and store and drink their wine.

Winebuzz.hk: Please describe the typical Cellarmasters wine club member?

Peter Chu: We have members from all walks of life across a varied range of professions. Typically, our members are both expatriates and local consumers who look for value and personal advice to enhance their wine experience. Our members have different needs: some seek investment opportunities, while most are looking for more great wines to enjoy.

Winebuzz.hk: There is such a wide variety of wines to choose from in Hong Kong today, how do you ensure that your club members are getting quality wine?

We travel to the major wine producing regions around the world very regularly, typically about 10 times a year, to visit producers personally. Having had the pleasure of being trained in the industry from the production side and, having honed my quality assessment skills through regular wine judging and evaluation, I trust my palate experience. It’s this sharing and explaining of the nuances and rationale behind the taste that enhances the quality experience for our members. Wine is ‘liquid art’ – each sip has something to say to the beholder, and invokes certain emotions.

It’s also imperative for us to visit each and every winery and vineyard that we represent to understand the wine making philosophy and approach behind each and every label. We evaluate every new vintage to ensure consistency in this philosophy and quality.

To us, quality is not just a taste sensation alone, it includes the ability to explain and educate. To that end, all of our consultants undergo both intensive in-house training and attain industry-recognized qualifications.

Winebuzz.hk: With summer comes a good time to drink sparkling wines and rose, can you recommend 3 of your best for the best value for money based on quality?

Peter Chu:

• Barbadillo Estate ‘Mountain Rose’ 2008, D.O. Somontano, Spain. HK$98.00 per bottle
• Bodegas Garvey Cava Brut NV, Metodo Tradicional, Spain. HK$148.00 per bottle
• Beresford Estate ‘ Beacon Hill’ Brut Cuvee NV, McLaren Vale, South Australia. HK$118.00 per bottle

Cellarmasters Wines is located at 9/F, Tin Fung Industrial Mansion, 63 Wong Chuk Hang Road, Hong Kong. Tel : 2791 6332

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Here is a quick way to try new wines without the effort. Adelaide Cellar Door is an online wine company selling wines from boutique wineries based in South Austalia. They have an online Wine Club where participants receive one case of mixed wine delivered to your door bi-monthly.

That will provide you with 1.3 bottles a wine a week at a direct cost, between HK$103-$138 per bottle. Wine Club participants can also receive one case per month if they prefer. The wine list includes whites and reds and you can request only reds or whites in your case.

As a promotion they are offering two free tickets to three wine tastings valued at HK$600 if you join their Wine Club before the end of this month.

To order:

1. Choose your favourite wines and order online via PDF.
2. Order the AUG/SEP Wine Club mix
3. Download the wine list, call us on 2526 0151 or fax 2539 5231.

Visa/Mastercard payments accepted online, faxed or over the phone. Order today before 3pm and you’ll receive your delivery the next day

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