Prowine China ends with record-breaking numbers

ProWine China 2018, the latest edition of the ProWein World series of international trade fairs for wine and spirits, concluded today in Shanghai on a high note, with record-breaking numbers for both exhibitors and visitors.

ProWine China opening ceremony in Shanghai

Jointly organised by Messe Düsseldorf and UBM, ProWine China 2018, the fifth edition so far, welcomed 750 wine producers and distributors from 39 countries with a 20% increase in exhibition space.

Targeting the trade, this year’s ProWine China attracted a total of 18,936 visitors to the three-day event held from 13 to 15 November, which is an increase of 33.2% compared with ProWine China 2017.

More visitors came from provinces and cities like Beijing, Guangdong, Xinjiang, Hainan, Shandong, Liaoning and Fujian who were able to view and taste a wide variety of wines and spirits.

“The response to this year’s event shows that ProWine China is now established as the leading exhibition in Mainland China. We are thrilled to continue to be a place where professionals from the sector can connect, discuss and showcase, and look forward to continuing the tradition in future. With overseas exhibitor participation at 80% hailing from 39 countries, this reinforces the strategic position that the exhibition plays in fulfilling the needs and demands for such a dedicated platform in the Chinese market,” said Marius Berlemann, global head of Wine & Spirits and Director of ProWein, Messe Düsseldorf, “ProWine China is the only trade fair with this outreach to the entire Mainland China market.”

Paul March, managing director of UBM ISO, added: “ProWine China continues to be a must-attend event for wine and spirit decision makers to discover new market and ideas that can increase development in the enterprise. Our exhibitors and visitors exemplify the industry’s rapid development, evident by the number of new services and product line extensions we’ll see during the fair.”

The exhibition featured a multi-national selection of wines and spirits, with pavilions from established wine producing countries including Australia, Austria, Chile, Spain, Germany, Italy and France to emerging countries like Brazil, Slovenia and Georgia to name a few.  

“It’s getting more traction. You have many fairs in China and few of them are focused on branding. We push for ProWine because they have this character, and want to focus on brands that want to establish [themselves] in the Chinese market. That’s what we want to do as well,” Julio Alonso, Asia Director for Wines of Chile, told dbHK.

Held alongside with Food & Hotel China 2019, the fair also served as a multi-platform for Chinese importers and distributors. There was notable local representation at the show, with well-known companies such as Great Wall (COFCO), Xinjiang’s Tiansai Vineyards, Easy Cellar and famous associations like Chief Whisky Society.

Education was another focus during the fair. More than 30 masterclasses and seminars throughout the three days offered participants various knowledge on wines and spirits and the latest industry trends.

“For Chinese wine, the professionalism of the whole industry has improved significantly, and consumers can clearly express their needs nowadays. Yesterday I talked with many industry friends, everyone said that ProWine China is an absolutely first-class professional wine exhibition in Mainland China,” commented professor Li Demei, China’s foremost wine expert and chairman of the ProWine China 2018 Industry Forum. “The content of ProWine China masterclasses is rich, the format interactive, and the trade delegates in the masterclasses are very attentive, showing a very strong interest and enthusiasm.”

The next edition of ProWine China will be held in 2019 from 12 to 14 November alongside FHC 2019.

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