Australian entrepreneurs are now using E-business channels to uncork opportunities in China's lucrative wine market.

Adelaide-based start-up WhatWine today launched a free, English and Chinese iPhone app and website targeting China's emerging wine drinkers.

The company provides wine reviews to help consumers select medal-winning Australian wines. It said all wines featured have been tasted and rated by an independent judging panel made up of leading winemakers, sommeliers and industry experts from Australia and China.

"Simplicity and education is important for Chinese consumers who are still new to the world of wine, and reaching them through the right channels is critical," said Christina Twelftree, Director of WhatWine.

"China has 800 million mobile phone users and an online population of 400 million, the world's largest for both categories, which is why we are launching the website and mobile phone app in tandem."

Wine consumption is still low in China compared with developed markets but it is increasing dramatically. Although most ordinary Chinese drink beer or a potent white spirit, 'Baijiu', wine is now the fastest growing segment among alcohol beverages in China and per capital consumption is expected to nearly double from 0.5 litres in 2006 to 0.9 litres by 2012, according to market research firm Euromonitor.

Australian wine exports to China doubled to 46 million litres in the year ending June 2010, making the Asian giant Australia's fourth-largest wine buyer after the US, the UK and Canada. At current growth levels, China is poised to overtake Canada to become Australia's third-largest wine importer within the coming 12 months. France is still the leading supplier of wine to China with a 44 per cent market share, compared with Australia's 21 per cent share.

"Promoting quality Australian wine is one of our key objectives," said Ms Twelftree.

"We want to challenge the 'French is best' mantra in China and see the development of local palates that appreciate wines from different countries and regions."

"Australian wine producers are looking to China for growth," said James Wilson, Export Market Manager, Constellation Wines Australia, "especially as trading remains tough in traditional export markets like the US and the UK. We welcome any initiative that helps educate Chinese consumers about Australian wine and showcases the leading brands available for sale in China."

With a potential market estimated at 200 million people, the race to win the hearts and minds of local Chinese wine drinkers is only just getting started.