It is of vital importance for any producer who wants to be successful in Asia to establish a bridgehead for his portfolio and then persevere. Long term success takes time, effort and dedication. Vinocultura operates in some twenty potentially important markets in Asia that together comprise more than half of the world’s total population, from India in west to Japan in the east and Mongolia in the north to Indonesia in the south. Each has its own traditions, and few are drinking much wine today, but Europe’s culture is seen by many Asians as aspirational. Especially in those countries where consumption of alcohol is a given, the future is promising.