While other wine markets stagnate, or even shrink as younger generations drink less, Asia beckons with great hope, even expectations. In the majority of these countries, annual wine consumption lies well below a bottle a year, in some it is barely more than a teaspoon. Everywhere, though, European culture is viewed with respect, even awe. Cultivating parts of this heritage is thus considered aspirational, but neither making it into the individual markets nor staying there is easy. Languages, traditions and constrictive duties are only part of the problem, which is why contacts are so important. Vinocultura acts as a bridge, enabling producers to open doors, meet key players and build the reputation of their labels in selected places where they had never been before.