Moët Hennessy Shangri-La Winery and Ao Yun Winery in Deqin, Diqing

Overview of Moët Hennessy Shangri-La Winery

Moët Hennessy Shangri-La (Deqin) Winery Co., Ltd. was established on September 25, 2012, under the Moët Hennessy brand of the LVMH Group (路易威登酩悦轩尼诗集团). It is a foreign-invested enterprise that focuses on high-altitude wine production. Located in Deqin County (德钦县), Diqing Tibetan Autonomous Prefecture (迪庆藏族自治州), Yunnan Province (云南省), the winery has gained global recognition by promoting the Yunnan wine region through its Ao Yun (敖云) brand. The winery's flagship product, Ao Yun, is considered one of the region’s iconic wines, alongside the local "Sacred Domain" (圣域) wine. In 2022, the total output value of grapes from Aton Village (阿东村) reached 16.52 million yuan, accounting for 52.94% of the village's GDP. In 2023, the winery also obtained the EU VI1 Certification (欧盟VI1认证), enabling its products to benefit from preferential tariffs when exporting to Europe.

• Establishment: September 25, 2012

• Registered Capital: 248.35 million yuan

• Legal Representative: Jolyon Kenneth Thornton (乔利安·肯尼斯·桑顿) (as of 2023)

• Size: Small (26 employees as of 2023)

• Industry: Manufacturing

• Headquarters: Aton Village, Shengping Town (升平镇), Deqin County, Yunnan Province

Company Background

As a part of LVMH Group (路易威登酩悦轩尼诗集团), Moët Hennessy Shangri-La (Deqin) Winery made a breakthrough by establishing China’s first high-altitude winery in the Himalayas (喜马拉雅山脉). The Ao Yun (敖云) winery, which began operations in 2013, was a pioneering effort to include Yunnan (云南) in the global wine map. With advanced vineyard management and innovative winemaking techniques, Ao Yun wines tell the unique story of the region’s climate and soil, resulting in rare and exquisite vintages.

Industry Collaboration and Community Impact

In 2023, the winery participated in the inaugural Meili Snow Mountain International Wine Festival (梅里雪山国际葡萄酒节) industry forum, where experts discussed the challenges and opportunities of high-altitude winemaking. The winery leases 238.98 acres of land to plant grapes, benefiting local farmers through land rental and technical assistance. In 2022, the total income from grape cultivation in Aton Village (阿东村) exceeded 16.52 million yuan, significantly contributing to the village's economy.

• Community Empowerment: Aton Village (阿东村) saw an increase in income through the "land transfer + base wages" model, helping alleviate poverty in the region.

Products and Certifications

The core product, Ao Yun (敖云) wine, is a blend of Cabernet Sauvignon (赤霞珠) and Merlot (美乐). The 2013 vintage received high recognition in the premium market. In 2023, the winery received the EU VI1 Certification (欧盟VI1认证), allowing for preferential tariff treatment when exporting to Europe.

• Flagship Product: Ao Yun (敖云) Series (Cabernet Sauvignon Blend)

• EU VI1 Certification: Obtained in 2023 for easier access to European markets

Management Changes

• November 2023: The legal representative was changed to Jolyon Kenneth Thornton (乔利安·肯尼斯·桑顿).

• December 2024: Major management adjustments, with new executives, including Wu Qirong (吴其融), joining the leadership team.

Quality Control and Penalties

In 2021, the winery was fined 10,000 yuan for failing to prepare an emergency environmental response plan. Additionally, between 2023 and 2024, three inspections revealed non-compliance with some regulatory standards.

Industry Scale

As of 2023, Deqin County (德钦县) had a total of 14,057 acres dedicated to grape cultivation, with 512 acres of vineyards located in Aton Village (阿东村).

Ao Yun Winery

Winery Information

• Owner: LVMH Group (路易威登酩悦轩尼诗集团)

• Region: Southwest China

• Vineyard Size: 30 hectares

• Grape Varieties: Cabernet Sauvignon (赤霞珠), Cabernet Franc (品丽珠), Merlot (美乐), Petit Verdot (小维多)

About Ao Yun Winery (敖云酒庄)

Nestled at the foot of the Himalayas (喜马拉雅山脉), Ao Yun Winery is located in Deqin County (德钦县), Yunnan Province (云南省), near the legendary Shangri-La (香格里拉). Established by the LVMH Group (路易威登酩悦轩尼诗集团), Ao Yun Winery produces wines from vineyards situated between 2,200 and 2,600 meters above sea level, offering unique flavors influenced by the region’s terroir. The winery produces wines from four villages—Aton Village (阿东村), Shuo Ri Village (朔日村), Si Nong Village (斯农村), and Shuo Ri Village (朔日村)—situated in the shadow of the Meili Snow Mountain (梅里雪山).

After four years of searching in China, LVMH (路易威登酩悦轩尼诗集团) finally discovered this perfect location in Northern Yunnan (云南). The terroir here offers great potential for producing world-class red wines comparable to the finest wines in the world. The area, situated by the Mekong River (湄公河), is a remote paradise at the foot of the Himalayas (喜马拉雅山脉), not far from the mythical Shangri-La (香格里拉) city. The Ao Yun vineyards benefit from a unique climate, similar to the Bordeaux (波尔多) wine region in France. The first batch of Ao Yun wines, a blend of Cabernet Sauvignon (赤霞珠) and Cabernet Franc (品丽珠), was produced from 314 plots across 30 hectares of vineyards. This 2013 vintage is known for its fresh, elegant, and balanced characteristics, with soft tannins that highlight the distinct flavors of the Himalayan terroir.

Discover the Charm of Ao Yun Winery

? Ao Yun Winery (敖云酒庄) is located in Deqin County (德钦县), Yunnan Province (云南省), at an elevation of 2,200 to 2,600 meters, making it one of the highest-altitude wineries in the world.

? The vineyards are spread across Aton Village (阿东村), Shuo Ri Village (朔日村), and Si Nong Village (斯农村), connected by winding mountain roads, where grapes are grown at elevations between 2,300 and 2,600 meters.

? Established by Moët Hennessy Louis Vuitton (LVMH) (酩悦轩尼诗-路易威登集团) in 2013, Ao Yun’s first vintage wine was launched in a limited run of 4,000 cases, with only 500 bottles allocated to the domestic market. Priced at 300 euros per bottle, Ao Yun became China's most sought-after wine.

? At Ao Yun Winery (敖云酒庄), you can experience a unique wine culture and enjoy the distinctive allure of high-altitude wines produced in this remote paradise.

Contact Information

• Address: Aton Village (阿东村), Shengping Town (升平镇), Deqin County (德钦县), Diqing Tibetan Autonomous Prefecture (迪庆藏族自治州), Yunnan Province (云南省), China