November 19, 2024 – The recent staging of ProWine Shanghai featured 650 exhibitors from 32 countries and regions (with over 80% international companies) and attracted 20,860 trade visitors from the importer, distributor and HoReCa sectors. In addition to the established presence of importers and distributors, this year saw further growth in buyers from HoReCa, retail chains and second- and third-tier cities in China, underscoring ProWine Shanghai’s ability to cater to the diverse needs of the mainland market. The event served not only as a robust platform for trade and industry dialogue but also promoted learning and innovation through specialized masterclasses and forums, emphasizing its significant role in advancing the industry.
Peter Schmitz, Director of ProWein, remarked: “Amid challenges such as the global economic slowdown, oversupply, and climate change, competition in the wine and spirits industry has intensified. This year marks the 11th edition of ProWine Shanghai, and despite the uncertainties that the industry has faced in recent years, the exhibition has maintained its scale comparable to previous years. Since the inception of ProWine Shanghai, national pavilions like France, Germany, Spain, and the U.S. have consistently participated each year, unwavering their commitment and progress. We are very grateful to all our partners, exhibitors and visitors for their continued support and look forward to another successful ProWine Shanghai.”
Ian Roberts, Vice President of Informa Markets Asia Pacific, stated: “In the context of a volatile market environment in 2024, we are pleased to report that approximately 15% of new registered attendees have joined us, alongside the active participation of professionals from diverse industries, thereby injecting significant momentum into the market.”
ProWine Shanghai 2024 featured over 20 national pavilions and wine-producing regions. A total of 19 official national pavilions from Argentina, Australia, New Zealand, Brazil, North Macedonia, Germany, France, Georgia, the U.S., South Africa, Portugal, Serbia, Cyprus, Slovenia, Spain, Italy, Romania, China were prominently represented. Other countries’ governments and industry associations also supported the trade fair.
The return of Australian and New Zealand Wines Pavilion enriched the selection of “New World” wines at ProWine Shanghai. Paul Turale, Wine Australia General Manager, Marketing said: “We are excited to be back at ProWine Shanghai with a strong delegation of Australian wine brands. The return for this year marks a new beginning, with Australian wines seeing growth again in China. ProWine Shanghai has been one of our most important partners in the mainland China market since 2013. The exhibition brings together influential importers and professional buyers, providing important support for the development and export of Australian wine brands. There are so many new things to learn about Australian wine, and we hope that Australian wine can continue to win the hearts and minds of more and more Chinese consumers.”
Manuela Liebchen, Marketing Manager of the German Wine Institute, observed: “Despite the overall sluggish wine market in 2024, German wines have achieved impressive growth in China, defying the global trend. According to China Customs’ data, from January to September this year, German wine imports reached US$20,086,052, a year-on-year increase of 6.58%, with import volumes rising by 6.14% to 3,573,139 liters. These figures show a rising awareness and market share for German wines, particularly Riesling, in China. Our expanded presence at ProWine Shanghai reflects our strategic commitment to the Chinese market and our confidence in its future potential. Chinese consumers’ growing appreciation for diverse wines creates a solid foundation for Riesling’s continued success in China, while also providing new opportunities for sparkling, no and low alcoholic wines.”
Spanish wines were also well represented at this year’s ProWine Shanghai with a comprehensive overview of the growing regions. Key exhibits included the PRODECA Pavilion from Catalonia, the La Mancha Pavilion from Castilla and the Rioja Pavilion, each offering an authentic experience of its unique heritage and flavors. European quality wines were also on display: the “Taste The Difference” pavilion and the stand for European Garnacha/Grenache quality wines took visitors on an extensive and diverse wine journey. The sophisticated range of appellations not only highlighted the professionalism of the market but also reflected the rich heritage of the exhibitors and their in-depth expertise.
This year, the UCW (Up-Chinese Wine) pavilion had its largest presence at ProWine Shanghai: 25 winemakers from 6 sub-regions of Xinjiang were represented alongside the Huailai wine region in China. Notably, the full participation of wineries from Xinjiang wine region offered trade visitors a unique opportunity to explore the Chinese wine culture.
Prominent Chinese wineries such as COFCO Great Wall, Yuanshi Vineyard and Shangri-La participated as independent exhibitors, symbolizing a significant shift in the evolution of Chinese wineries from geographical identification promotion to brand building. Guo Minghao, a “veteran” in wine marketing, who has long been committed to promoting and selling Chinese wines: “In recent years, the Chinese wine market is getting mature, with consumers becoming more rational. Chinese wineries are placing increasingly emphasis on brand building, particularly in connecting with consumers. By actively engaging both domestically and internationally, and placing product quality at the forefront, these wineries are enhancing their brand building and sales strategies. This dual approach is cultivating a growing base of loyal customers and positioning Chinese wines for greater success on the global stage.”
ProWine Shanghai also provided a stage for the YGCW (Young Generation China Wine), where a new generation of winemakers presented their innovative ideas that are reshaping the Chinese wine landscape. The Alliance, consisting of WSET graduates, independent winemakers, sommeliers, and professional wine media, is committed to making Chinese wines more diverse and modern. In regions such as the eastern foothills of the Helan Mountain, known for their unique terroirs, these young winemakers are exploring new styles and concepts, steering the industry toward a vibrant, youthful future.
Since its premiere in the Chinese market 11 years ago, ProWine Shanghai has grown in step with the wine and spirits industry in China, witnessing and contributing to every major development. Recognizing the strategic importance of education for the industry’s growth, this year’s ProWine Shanghai featured an impressive lineup of 54 Masterclasses and forums led by renowned experts, key opinion leaders and influential industry organizations and associations.
One of the highlights was this year’s ProWine forum in cooperation with the Institute of Masters of Wine (IMW). Dragon Phoenix Wine Consulting brought the “Meet the MWs in ProWine” series from Düsseldorf (Germany) to Asia, making its debut in Shanghai. The Forum brought together renowned industry professionals, including Masters of Wine and Master Sommelier but also welcomed new faces including Patrick Schmitt MW, Editor-in-Chief of The Drinks Business, who captivated attendees with the “The International Fine Wines of La Place Bordeaux” tasting.
“ProWine Shanghai is more than just a trade platform—it’s a vibrant educational event that inspires growth and empowers the industry,” noted Xing Wei MW, a newly appointed Masters of Wine. “This event is a valuable opportunity to connect with industry peers, explore the vast potential of the wine and spirits market, and advance the continuous development of Chinese wine sector.”
Additional masterclasses were hosted by institutions, national pavilions and wine brands, including the Wine & Spirit Education Trust (WSET), UCW (Up-Chinese Wine), the Development Agency of Serbia, Decanter, Wynn Signature Chinese Wine Awards, D.O.Ca. Rioja, the Bureau National Interprofessionnel du Cognac (BNIC), ASC, and Shangri-La · Sacred Land.
ProWine Shanghai is committed to promoting wine culture throughout China. In addition to the annual event’s professional masterclasses and forums, ProWine organizes nearly 80 promotional events to share wine knowledge and promote the market in other, much smaller cities. Ms. Liu, a restaurateur from Yibin, Sichuan Province, shared her experience: “At this year’s ProWine Shanghai, my in-depth discussions with Masters of Wine and industry experts gave me a comprehensive understanding of wine region terroirs, innovations in winemaking, and current market trends. It also deepened my knowledge of the entire wine industry value chain, from wine regions to consumer. The practical insights and forward-looking perspectives I gained will guide my wine list selection and future product sourcing, bringing fresh ideas and directions to my business.”
ProWine Shanghai will return to the Shanghai New International Expo Center from November 12 – 14, 2025. Also held in 2025 will be ProWine Hong Kong from May 14 – 16. For further information on visiting or exhibiting at ProWine Shanghai or ProWine Hong Kong 2025, contact Messe Düsseldorf North America; Telephone: (312) 781-5180; E-mail: info@mdna.com; Visit www.prowine-shanghai.com, www.prowine-hongkong.com and www.mdna.com.
