(FoodNavigatorAsia) - Wine makers in New Zealand are planning to use an “influence the influencer” strategy in an aim to increase their market share in China’s booming wine market. Monty James, market manager for Asia at New Zealand Winegrowers (NZW), told FoodNavigator-Asia that interest in wines from New Zealand is definitely growing among Chinese wine drinkers. NZW, an industry association, recently held road shows across in the two major Chinese cities of Beijing and Shanghai, where both events saw a rise of 91% and 25% respectively in attendance. At Vinexpo Asia-Pacific in Hong Kong in May, the association saw attendance grow by 25% compared to 2010.