I was at the dinner with Saldana and he said that some of the measures being considered are media training in China, joint promotion of Spanish culture (Flamenco dancing and so on) and Sherry, and taking Chinese wine professionals to study Sherry in Spain.
The government might not be doing such a good job on the wine PR side, but at least Cesar Saldana, president of Jerez-Xeres-Sherry DO, is making an effort. I recently had dinner in Beijing with him and local wine writers, academics and distributors as he educated us about Sherry. He appeared very approachable and open-minded and in turn we tried to give him insights into how to promote Sherry in China.
I still haven't written this up for my wine blog, but can tell you the Sherry we tasted: