Victorian wine producers have received a massive boost in export sales thanks to a well-known Chinese comedian.

Guo Degang is a major celebrity in China. He owns a string of comedy clubs and has more than 64 million followers on social media site Weibo.

He was also named by Forbes China as one of the 100 richest celebrities in the country.

Now Mr Guo is going to use that influence to get into the wine business.

He plans to export 800,000 bottles of his private-label wine, made by Victorian producers, with the promise of millions more to follow.

He is a man with the potential to influence Chinese consumers.

"I've come to Melbourne over five years already and I've come to appreciate Melbourne and Victorian red wine," Mr Guo said through a translator.

The first shipment of 15,000 bottles to Chinese distributors sold in one hour and it is expected the initial order of 800,000 will be snapped up at a similar rate.

Mount Duneed Estate, west of Geelong, will partner with other vineyards and manufacturers to produce the large quantities of wine required for the private label De Yun.

"The reality is we'll certainly be looking to source grapes from across the state to obviously meet the quality standards that are required," Matthew Browne from Mount Duneed Estate said.

'Where he is, they go'

Mr Guo hand-picked the Mount Duneed Estate as the base for his wine foray because of the distinctive taste of Victorian shiraz.

"We think this particular red wine will cater for the Chinese market and especially the Chinese taste very much," he said.

Geelong Mayor Darryn Lyons is hoping his wine venture will translate into a spike in tourism for the region.

"What this really means for the Geelong region is a massive impetus and impact into our region for Chinese tourism," he said.

"Where he is, they go."

Sarah Henderson, the federal Liberal MP for Corangamite, said the potential of the deal was "amazing".

"They're estimating perhaps some $200 million just in terms of wholesale sales into China within the first three to six months."

Ms Henderson said deals like this one would create opportunities and that was why the free trade deal with China was so important.

China is the third largest market for Australian wine exports and was the strongest market for growth for Australian wine in 2015.