Mr. Hinde insists Yao Family Wines isn't a short-lived bid to capitalize on China's wine boom and the star's celebrity before either of them wane.

WSJ: Yao Ming Takes Aim at China Wine Boom

In 2009, with BDA's assistance, he found a team of wine experts to help him realize his vision, including winemaker Tom Hinde, who had made wines for Flowers Vineyard and Winery and Kendall-Jackson Wine Estates.

WSJ: Yao Ming Takes Aim at China Wine Boom

"We tasted a lot of wine together and got to know him in a way so I could express his personality in the wine, " said Mr. Hinde.

WSJ: Yao Ming Takes Aim at China Wine Boom