Entaste, a specialist provider of digital data and software applications to the wine industry, has established its new headquarters in Hong Kong from Argentina to help expand the wine market across China. 'We moved our headquarters here because mainland China and the rest of Asia are where growth is happening for the US$200 billion-a-year global wine industry,' Entaste chief executive David Garrett said. 'This is where the most competitive wineries in the world want to get a bigger market share.' According to this year's report by International Wine and Spirit Research, the mainland is now the world's fifth-largest consumer of wine behind the United States, Italy, France and Germany. Garrett described Entaste's role as a 'cloud services provider' of essential wine information sought by consumers, while the major wineries receive vital local consumption and distribution data they can analyse. Cloud computing enables companies to buy, lease, sell or distribute over the internet a vast range of software, business systems, data and other digital resources as an on-demand service, like electricity from a power grid. Entaste provides upscale restaurants and wine stores with an information-rich database of digital wine lists that are accessible online via Apple's iPad and other media tablets, so consumers can learn more about the wines they buy. 'We take all this information from the wine producers and provide it free to these fine-dining restaurants and wine shops so that their customers have a great wine experience,' Garrett said. Entaste delivers the information and pricing on a custom-designed interface based on the specific requirements of each restaurant or wine shop. 'Not only are the software and services free, we also provide or subsidise the hardware in a lot of cases,' Garrett added. He expected Entaste to be in about 80 restaurants in Hong Kong, 40 in Shanghai and 80 in Beijing this year. One high-profile user of its 'wine pads' in Hong Kong is Cafe Gray Deluxe on level 49 of The Upper House hotel in Admiralty. By January 2014, Entaste's network wine-pad users are forecast to be about 2,000 restaurants worldwide. Its digital wine lists are accessible in English, Spanish, Portuguese, French, Japanese, Korean, simplified Chinese, German and Russian. 'We make our money by dealing with wineries,' Garrett said, describing Entaste's model as akin to providing 'a Bloomberg terminal for wineries', where its paying subscribers can see exactly what is happening in the wine market 'in real time'. US media company Bloomberg provides its terminals to professionals in finance and other industries to access real-time market data around the world. 'From the information we provide, wineries can analyse demand, distribution, pricing and other statistics,' Garrett said. Entaste expected to have about 2,000 wineries, many from Europe, as subscribers by January 2014, compared with more than a dozen at the end of June.