Asian demand for the top Burgundy wines is putting pressure on allocations for the 2010 vintage, it has been revealed.

Chinese wine enthusiasts appear to have switched their attention from Bordeaux labels to those from Burgundy in recent wine auctions.

Prices for First Growths such as Chateau Lafite Rothschild, Chateau Latour and Chateau Margaux have fallen in recent months, while values for Domaine de la Romanee-Conti have pushed higher.

This has coincided with the en primeur campaign for 2010 Burgundy, which winemakers are very excited about; reports that the 2010 wines are a better reflection of the true Burgundian style than the 2009s will only further interest from enthusiasts in Asia.

Demand has now reached such levels that some merchants have told the Drinks Business that they have been forced to reduce their pack offers - in some cases to as little as three bottles.

Despite remaining cautious about China's long-term impact on the European wine market, Maison Champy's owner Pierre Meurgey told the publication: "Until six months ago I was really sceptical; we were getting the visitors but the numbers weren't moving.

"[However] for the last six months we've been getting repeat orders. For sure, the central part of the wine business is moving to Asia."

Christophe Thomas, export director for Joseph Drouhin, also expects growth in Burgundy sales to China, but is unsure about how quickly this will be achieved: "There has been a Hong Kong market for Burgundy now for five or six years, but not in China yet.

"We're seeing a rising value of shipments to China, but it's new importers setting up companies and then disappearing the next day. We'll have to see."

Vincent Delcher of Domaine Jean Chauvenet believes that the 2010 Burgundies are immediately approachable but have superb ageing potential.