Gus Zhu（The First Chinese Master of Wine）

WINWSA 2023 Advisor & Judge
Wine Judge, Wine Educator
Ambassador of Napa Valley Wine Education

Gus is the first Chinese Master of Wine, currently serving as the scientific researcher and development expert at Creative Oak, a leading cooperage with cutting-edge science and technology in drink business. He has over 10 years of wine education experience in China.

His current research project at Creative Oak involves analysis of oak aromatics and their impact on wine flavors through sensory science. The primary method employed is descriptive analysis, where trained panelists tasted wine samples, followed by statistical evaluation to draw conclusions.

Gus Zhu’s experience runs the gamut. Not only does he hold a Master’s in Viticulture and Enology from UC Davis but he has experience as assistant winemaker in Napa Valley, and he also acted as translator for wine seminars and wine judge, teaching WSET courses and served as an Ambassador of Napa Valley wine education.

“My greatest joy in the wine industry is enjoying the various styles of wine with people and talking about the context behind wines with people. True wine lovers are all lovely people.”

—— Gus Zhu

Q&A

 1）How many years have you been in the drink business?

13 years.

2）What makes you devote yourself to the wine and spirits sector?

I graduated from college and joined Dragon Phoenix Wine Consulting.

3）What was the opportunity that prompted you to become China’s first “Master of Wine”? And why did you choose the path of wine education?

In 2016, I attended the introductory course of MW for the first time at the Robert Mondavi Winery and unexpectedly passed the entrance exam. From the beginning, I have been influenced by Fongyee Walker MW and Edward Ragg MW（Founder of Dragon Phoenix Wine Consulting）to pursue a career in wine education.

4）What are the main transformations & changes in the industry you have experienced so far?

People are more concerned about the long-term development and sustainability of the industry.

5）In recent years, as you have started your career in the United States, which aspects of the American wine retail market do you think can China learn from?

Not worth learning from, even without considering the huge cultural and market differences, cannot avoid the most crucial fact: the 3-tier system for all alcoholic beverages in the United States and China’s industry regulations are completely different planets.

6）As a wine educator, what are the differences in teaching wine in China and the United States besides language? What aspects of wine education in the United States do you think can be applied in China? What trends and changes have you observed in wine education in China in recent years?

Cultural and market differences exist. What can be learned is that Americans pay more attention to combining local market needs in their studies. Although this concept may be narrow, they do not simply study for the sake of certification; at the very least, they are more concerned about the capitalization of what they learned to match industry needs. China’s wine education market has been less heated, and people have begun to focus on the tangible value that wine education could bring to their career advancement.

7）What do you enjoy most in your career? The biggest challenge you have encountered in the industry? What drives you to keep going?

The most enjoyable part of my career has been the ability to focus on research in analytical chemistry and sensory science. The biggest challenge for me has been the lack of research funding in the wine industry. However, my passion drives me forward.

8）Have you heard of “HeForShe” Campaign? What do you think we can do to support this in wine industry?

I’ve heard of HeForShe. Try to participate more in diversity-related initiatives within the industry, not just in terms of gender.

QUIZ

1）Any Advice to your peers?

If you don’t truly love wine, I suggest considering a career change as soon as possible.

2）Could you reveal your future development plans in the field of wine education?

Currently, I am a full-time laboratory researcher, and wine education will be my part-time job in the future.

3）What advice do you have for young people aspiring to enter the wine education industry?

For those who are interested in wine education, I suggest you must be sure whether you like to share wine and knowledge with others.

4）Can you name some women that have impressed you in the career?

Both Ms. Fongyee Walker and Ms. Ma Huiqin have had a profound influence on me.

5）Who will you recommend us for interview as the next WWS figure?

Master of Wine Stephen Wong, he is also an Ambassador for Germany’s VDP Estates.