Auction houses Christie's and Bonhams are looking to educate Chinese investors on the world of fine Bordeaux and Burgundy.
Christies' recently held a Hong Kong masterclass for wine enthusiasts in the region, with tasting of ten different Chateau Palmer vintages dating back to 1971, the Wall Street Journal reports.
Guests also got to hear from Christie's expert Charles Curtis, who explained about the history of Chateau Palmer and how the wines were made.
Mr Palmer told the publication that events such as this reflect Asian buyers' enthusiasm for Bordeaux and Burgundy.
He said: "It brings wine clients deeper into the sale and helps keeps a high profile for Christie's.
"There are many sophisticated clients here but also people here dying to learn about wines."
This enthusiasm for wine has been highlighted by the prices paid for Burgundy in recent wine sales in the region.
A recent Christie's sale in Hong Kong saw £111,000 spent on a single case of 1971 Domaine de la Romanee Conti.