Alibaba’s Tmall has welcomed a host of international brands onto its platform over the past months from Timberlands to Levi’s, and they are now targeting one of the country’s fastest growing vices: fine wine.

The Chinese internet giant revealed a partnership yesterday with Constellation Brands yesterday, the parent company of Robert Mondavi wines. The agreement will see a a handful of Mondavi wines sold on the Tmall Global platform, including a pinot noir and a cabernet sauvignon.

China’s appetite for fine wine has exploded in the last decade and a half, with consumption up almost 50% since 2000. The market took a hit in 2014 following Xi Jinping’s government austerity program, which aimed to crack down on corruption and frivolous spending by government officials. The policy had wide scale effect on restaurants, wine distributors and other consumables. 

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Cate Cadell

Cate is a tech writer. She worked as a journalist in Australia, Mongolia and Myanmar. You can reach her (in Chinese or English) at: @catecadell or catecadell@technode.com