Chateau Changyu Moser

How an Austrian is shaping China’s largest winery

Jian Sun and Lenz Maria Moser(Bild: Gerhard Bartel)

Already number one in China, number four worldwide - with a clear plan to move into pole position here too: the Changyu Pioneer Wine winery from Yantai, Shandong.

You wouldn't know it from its CEO's world domination ambitions; Jian Sun is a modest-looking gentleman who recently visited Vienna in the company of a well-known Austrian winemaker. Every wine drinker in Austria knows Lenz Moser, and bottles from what is perhaps Austria's best-known winery can be found in almost every supermarket. However, Lenz Moser, including the brand and name, was sold decades ago.