Vineyards in Burgundy are "drawing battle lines" as they fight for a share of the growing Chinese market.

This is the conclusion that Decanter draws from the 2010 Hospices de Beaune barrel auction, where Burgundy marketing body BIVB announced a £400,000 budget to "conquer China".

The group's president Michel Baldassini said in a pre-auction press conference that it was vital that Burgundy gained ground in China before New World wines made their move.

However, Mr Baldassini insists that Burgundy will not be neglecting its traditional customer base.

"We won't be putting all our eggs in the Chinese market. The prices of the top Bordeaux have gone too high – it's artificial. And when that happens, you can get a hard landing," the publication reports him as saying.

Now is a good time for Burgundy to be looking to build its profile in China, as the 2010 harvest is expected to produce excellent wines.

Experienced American Wine Society member Dave DeSimone of the Pittsburgh Tribune said that weather conditions this year have resulted in a crop capable of "excellent balance and elegance".