What happens when a former investment banker turns his love for wine into a nationwide movement? That’s exactly what I discovered in my conversation with David He, founder and CEO of Wine App, one of the most innovative on-demand wine platform in China.
In this episode, we understand how David went from a career in finance in London to building a unique platform that connects wine lovers through e-commerce, restaurants, hotels, even a luxury resort, and more. We explore the fast rise of Chinese wines, the shift from imitation to authentic local expression, and how data and technology are transforming the way people enjoy and buy wine.
David also shares his vision for the future: from planting vineyards in Yunnan to exporting Chinese wines worldwide. It’s a fascinating deep dive into passion, innovation, and how China is redefining the global wine experience.
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A summary of the interview
From finance to wine passion
David, founder and CEO of Wine App, began his journey far from the vineyards. Born in China and raised in London, he spent nearly 20 years in the UK working in investment banking and consulting. After taking a company public, he decided to turn his lifelong love of wine into a business. In 2019, he opened a wine bar in Shanghai, just before Covid hit. What began as a place for friends to enjoy good bottles soon evolved into a multi-dimensional wine ecosystem.
Building an ecosystem for wine lovers
Wine App today is much more than an e-commerce platform. David describes it as a full ecosystem for wine lovers, blending online and offline experiences. The company operates restaurants, bars, and hotels while also running an app that delivers over 400 wines across Shanghai within 30 to 45 minutes.
The brand also serves corporate and institutional clients — embassies, airlines, and large companies — offering not only wine supply but also consulting, such as menu pairing for airlines.
Wine tourism and a resort dedicated to wine
The ecosystem extends beyond the city. David’s team organizes wine tours for VIP clients to visit prestigious Chinese wineries, many of which are not open to the public. The latest addition to this network is a resort in Emei Mountain, a wine lover’s retreat with private hot springs, 200,000-bottle cellars, and more than 400 Chinese wine labels. Since opening, it has enjoyed near full occupancy.
The growing wave of Chinese wines
David sees the rise of Chinese wine as one of the most exciting developments in global winemaking. In his early years, he says, “The first sip of wine I had was mixed with Coca-Cola.” Today, he notes that Chinese consumers are more educated and confident about their local wines. Winemakers have shifted from imitating Bordeaux and Burgundy to proudly developing distinct regional identities, such as “the Shandong flavor.”
He also highlights innovation, including experiments with Chinese oak barrels from Changbai Shan, reflecting a new sense of authenticity and pride.
Technology, data, and wine design
Drawing from his finance and consulting background, David integrates data-driven decision-making into Wine App. The company tracks customer behavior across its services, from online orders to restaurant visits, allowing it to understand taste preferences and spending patterns.
This insight powers Wine App’s private-label wines, which are tailored to younger consumers who prefer fresher styles and less oak. “It’s not about making the best wine,” David explains, “it’s about making the wine our customers love.”
Expansion and production
The next step for David and his team is wine production. They recently acquired land in Yunnan at 3,000 meters altitude and assembled a diverse team from the hotel, F&B, and entertainment industries. Production will begin this year, with the first wines expected by the end of next year.
Insights from data
According to Wine App’s internal data, 66% of users are female, mostly between 25 and 40 years old. Women tend to experiment more, trying new bottles weekly, while men show more loyalty to specific wines. Red wine remains the favorite category, followed by white, with sweet and sparkling wines still niche in China.
Chinese wine beyond borders
Wine App already exports to Southeast Asia, Hong Kong, and Europe. David believes the Western market is open-minded and curious about Chinese wines, though he acknowledges that long-term success will depend on consistent quality. He also notes that Chinese diaspora communities play a key role in introducing these wines abroad.
Looking ahead
For David, the next decade will define the global perception of Chinese wine. From technology-driven retail to boutique resorts and vineyards in the mountains of Yunnan, his vision combines culture, innovation, and hospitality into one seamless experience.
“People in China’s wine industry are true lovers of wine,” he says. “No one is here to make money first. They do it for the passion of making wine and the passion of making something that represents China.”
David’s recommendations
- Discover ZOLAND Resort Hotel in Emei Mountain
- Wine App mini program is available on We Chat
