Roque Fine Wines is a China-based fine wine import and wholesale company with offices in Shanghai and Beijing. We are a team of seasoned wine professionals with over 30 years of combined experience importing, distributing and marketing wine from the world’s top estates and chateaux. We are committed to representing a world class portfolio of wineries as well as to servicing our customers and assisting in the process of educating the end consumers in the growing Chinese market.
We provide door to door solutions for the world’s best estate wineries. Our core activity is to provide “on the ground” sales and marketing for our client wineries. We build stable distribution at restaurants, hotels and retail stores. Our team of logistics and compliance experts ensure your wine is safely imported into China. Then we build the sales and brand reputation of your wine in the market.
Roque Fine Wines holds expertise in building brands and representing family owned and estate wineries from the top producing regions in the world. We have established a route to the Chinese market for these wineries by building wholesale distribution to hotels & resorts, restaurants, specialized wine retailers and private clients.
Roque Fine Wines is committed to handling wine in the delicate and thoughtful manner fine wine producers require. From a critical care standpoint where we maintain proper temperature control and avoid mishandling during transport. Building brands in the proper market channels with long-term brand equity and consumer admiration intact.
Roque Fine Wines focuses on family owned estate wine producers. The world is comprised of hundreds of corporate wine producers and thousands of independent estate wine producers. Both have a role in China’s dynamic marketplace but it is the independent estate wine producers that drive our passion for the business. Finding the best estate wines in the world and bringing their wines to the market is like a great treasure hunt. Each estate has a story:
A story about the people who make the wine; a story about the place where the wine comes from; and a story about the history of the people and the place; and finally, a story about the vintage.
Telling the stories of our winery partners is a critical part of what we do.
Painted Walls and Paintings on the Wall
Wine is a beverage to drink but some wines are also an experience. Something more than just a drink. To understand the difference it is helpful to think of the difference between the paint on the walls of a room and a painting you hang on the wall.
You paint the walls of a room to make it look nicer, more appealing. You hang a picture on the wall of a room for the same reason. But a painting hanging on the wall, a picture, not only makes the room nicer but it also tells a story. A painting tells you something about the artist, perhaps about a place, or a period in time.
The world’s best estate wines are like a painting hanging on the wall. Not just a beverage to enjoy but also a story to ponder. Our producers produce not just paint, but paintings.
China is an exciting market with tremendous growth in consumer goods. However it is a market that may cause a fine wine producer more grief than satisfaction. China is a huge country of over 1.3 Billion people; however, today China is effectively a small country when it comes to wine consumption with as low as 20 Million wine consumers.
Success for our fine wine suppliers is not measured by how big their first order of wine into China is; instead, success is about building stable sales, repeat orders, and growing their market presence. We want to bring the right quantity of your wine into the market and build brand equity while increasing sales and distribution.
Browse our producer profiles.
Learn more about the whole Roque team.
Rob has been in a senior management position in the premium wine importing/agency business in Canada since 1994. In the summer of 2013, Rob launched Roque Fine Wines with the goal of becoming China’s best importer/wholesaler of fine wines from top wine estates around the globe. Prior to forming Roque, Rob was the President, and largest shareholder, of one of Canada’s most important premium wine importer/agencies (Trialto Wine Group Ltd.) He departed Trialto in 2011 and subsequently sold his interest in that company. Rob achieved his B.Comm in 1990 and worked as a computer programmer in the oil exploration business. After 4 years, Rob went back to school and completed his MBA in Enterprise Development at the University of Calgary, after which he decided to focus his career on a more “romantic” liquid asset – wine. Since then, Rob has been helping people and companies grow and achieve their goals in the fine wine business. He has traveled to most of the important exporting wine regions of the world and has tasted thousands of wines. His passion for wine, and his passion for business, create the perfect combination for success.
Shelley was born and raised in Vancouver. An expert in logistics and marketing, she started in the Wine Importing/Agency business in 1999. Shelley specializes in regulatory compliance, inventory management, pricing, budgeting, forecasting, supplier relations and wine marketing. With a passion for organization, systems and processes she has led a team responsible for the logistics and inventory management of over $35 million of wine annually. Over her tenure, Shelley has built relationships with a global network of wine producers. Today she works closely with China’s experts in local and global logistics to ensure our wines are handled properly and processed efficiently. She loves to travel and has visited many of the great wine regions of the world; appreciating the wine, food and culture each has to offer. She is an avid runner, swimmer, and skier. She is a loving wife of Rob and has two young children Matthew and Alexander.
Tom Cui is a Californian native who has a natural thirst for adventure. He graduated from the University of California Davis with a bachelor’s degree in Biochemistry and Technology Management. Shortly after graduation Tom joined the startup scene in Silicon Valley and became a business development manager at TrialPay, a pioneering technology company that was acquired by VISA Inc. Then in early 2015 he embarked on a ‘grand solo adventure’, a half year trip that took him across three continents and multiple countries. It was during his travels in Europe and Asia where he developed an affinity for family estate wines and their unique stories. Today, his mission is to bring these style of wines to consumers across all of China.
Lionel originally hails from Paris France, but has been living in Shanghai for the past 13 years. He did his graduate studies at the Montpellier Business School, receiving a Master’s in the International Trade of Wine. It was both his passion for wine and China that attracted him to Roque Fine Wines. He first came to China in 2001 as a student at the Shanghai Institute of Foreign Trade and has been here ever since. While a student in Shanghai, he got involved with the French Wine Paradox team as a wine promoter at the Carrefour Gubei store. Since then, he has spent most his career dealing with the On Trade/HoReCa wine business, which has taken him to China, Greece and Vietnam. In addition to this, he has set up a WOFE for Gruppo Italiano Vini (main Italian wine producer) in Shanghai. He currently lives in Pudong with his wife Shasha, and son Kylian.
Matthew came to Shanghai by way of the Finger Lakes, Beijing and London, where he spent time contemplating the world’s great social issues, and pursuing his education across 3 continents. He holds a Bachelor’s Degree in history, which landed him in Yunnan Province in 2010. After his time in Yunnan, he headed to Beijing, where he read for a Master’s of Laws in International Relations at Tsinghua University researching US-China relations. His studies in Beijing then took him to London to study at the University of London’s School of Oriental & African Studies (SOAS), where he read for a second Master’s Degree in Southeast Asian Studies, focusing on US-Burma relations. While his passion for Asian studies has taken him on a route away from academia, he now focuses on business development, where he has found his new home within China’s dynamic import wine market. Matthew works with some of Shanghai’s most celebrated accounts to share Roque’s incredible wines and their stories with China’s most discerning customers. He is a people-person and prides himself on building high-quality relationships with his clients. A native of the Finger Lakes, in Upstate New York, he has a real passion for wine and viticulture and regularly discusses his time as a teenager working summers in vineyards on Keuka Lake, planting vines and helping with the important tasks associated with vineyard management. His favorite grape variety: Riesling.
President – Rob Bevis
Supplier Inquiries – Shelley Jackson
Matthew McFetridge / Lionel Le Gal
Roque Wines (Shanghai) Company Limited
Room 426, 581 Shilong Road, Xuhui District,
Shanghai, 200232 P.R. CHINA (Shilong Rd
near Liuzhou Rd; Entrance from No. 807
North Long Chuan Rd)
龙路581号426室 邮编: 200232 (石龙路近柳
Tel: +86 21 6151 9637
Fax: +86 21 6151 9638
Director – Tom Cui
Sales Inquiries – Amanda An/Josephine You
Room 203, Building A, Tianshuiyuan Business Centre, 2 Tianshuiyuan East Street, Chaoyang District, Beijing