Despite growing demand from China, the US still remains the number one export market for winemakers in Burgundy.

This claim was made by Louis-Fabrice Latour, chairman of the Federation des Negociants-Eleveurs de Bourgogne, shortly before the recent Hospices de Beaune auction.

He suggested that the Burgundy vintners are still focused on the US market, but Asia is opening up new opportunities.

Charles Curtis MW, head of wine for Christie's in Asia, recently suggested that Burgundy wine will be the "next big thing" in China, with the growing number of wine enthusiasts from the region increasingly looking beyond the First Growth Bordeaux labels such Chateau Latour and Chateau Lafite Rothschild.

This has certainly been reflected in buying activity, with top Burgundy estate Domaine de la Romanee-Conti commanding ever-higher prices from those looking to make a long-term investment in wine.

Mr Latour says that his group's Bourgognes Amplitude 2015 plan, which sets out the strategy for advancing the produce of Burgundy, shows a clear desire to exploit growing interest in its wine from the Far East.

As well as China and Hong Kong, areas such as Taiwan and Singapore will also be targeted from marketing drives.

However, the US remains Burgundy's "biggest market", the Drinks Business reports Mr Latour as saying.

He continued: "Revenues generated by Burgundy for these new Asian markets have doubled in one year.

"Yet despite our increased focus on Asia, America offers a growing market of younger, sophisticated consumers very interested in our wines."

The Hospices de Beaune charity auction is traditionally used as a barometer for the way in which a Burgundy vintage will be received by the public.

With average lot sale prices dropping compared to last year, some may see this month's sale as a bad omen for 2011 Burgundy.

However, sale operator Christie's insists that considering the current economic climate, the outcome of the sale was very positive, with lots of enthusiasm for the latest wines.