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"There are many factors contributing to the healthy growth of the wine market in China,"says Don St. Pierre, Jr., managing partner of ASC Fine Wines (Shanghai) Co Ltd, one of Chinas largest importers and distributors of fine wines. "The reduction in tariffs has helped - it has made wines more affordable. But also driving growth is the rise in Chinese peoples incomes and their increasing interest in enjoying what is perceived as a socially and culturally sophisticated lifestyle."