Despite success in competitions globally, wines from Ningxia have yet to establish a firm seat at the table in terms of international markets, with traditional heavyweights from Europe, South America, the United States and Australia still dominating market share.

"We do well in Japan, Singapore, Asian markets and we are making efforts to get a better foothold in Europe, but actually, the United Kingdom seems the most promising for us," says Zhang Yanli, the passionate owner of Ningxia winemaker Fei Tswei. She's keen to tell the story of Chinese wine, especially the wine from Ningxia, and says the UK market, unlike other European countries, is more open to trying new things.

"Though they do make some amazing sparkling wines (in the UK), they don't have a wine industry like France or Italy, so they don't feel a sense of national loyalty, and also the British are very passionate and knowledgeable when it comes to wine," Zhang says.

The winemaker is particularly proud of her Ningxia wines being served at the British Museum in London earlier this year during the grand opening of the exhibition China's Hidden Century.

"This was a very special moment for us because we have the rich history and the story of China, and we have wine from China, which is part of that story," she says.

Another Ningxia winery that is embracing its cultural heritage is Lansai. The winery, run in part by Zeng Xiaojun, began building European-style buildings for its operations, but scrapped that plan after a 2013 European wine-tasting tour.

"It's very important that we celebrate our Chinese culture and create our own story, and that is what can make our brand stand out from others," says Zeng, as she gives a tour of her Chinese-inspired vineyard.