Bordeaux has long ruled Hong Kong - tycoons vie at auctions for the priciest bottles and every aspiring wine snob worth his salt must be able to extol the virtues of a Chateau Lafite. But enterprising wine lovers are convinced the market still has room to grow.
That's the case with etc wine shops from restaurateur Paulo Pong Kin-yee, who has already opened two region-specific wine merchants: bordeaux etc and champagne etc. Now, in an effort to move further afield and educate people about lesser-known fine wines, he has opened a third outpost, burgundy etc, in Central.
A who's who of the local wine world packed into the Pedder Building store on Tuesday to meet Pong and hotshot sommelier Mathieu Pouchan.
Pong was delighted to shine a light on the too-often neglected Burgundy region.
"I just returned from Burgundy, my fourth trip this year. Burgundy is a passion of mine and we believe it deserves to have its own space."
In Pouchan, who got his start at La Tour d'Argent in Paris, Pong has found a fellow burgundy zealot.