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ProWine Singapore brings key Asian market buyers to the show floor

Buyers poured in from the Association of Southeast Asian Nations (ASEAN) markets despite a smaller trade show presence this year at ProWine Singapore.

The event, which took place from 24 to 28 April at the Singapore Expo, attracting 100 exhibitors from 20 countries and an estimated 8000 visitors.

While the exhibitor numbers were down by 56% from ProWine Singapore 2022 (230 exhibitors), the trade fair successfully brought a host of Southeast Asia buyers to the show floor.

Lise Ewins, the International Sales and Marketing Director for Overhex Wines, South Africa, came to the show to test the market for their range of wine brands, including Balance and Survivor.

“On the first two days, we had 90% serious trade buyers tasting through the range of wines. We met many importers from Singapore, but we also met people from Myanmar, Vietnam, Korea, Philippines, Malaysia, and China,” she said.

Johann Gendron, Export Manager of Beaumont des Crayers, was surprised by the small presence and said: “I was a bit doubtful about the results, but fortunately, we had good visitors and good contacts, so it’s been positive,” adding that he met buyers from the key markets from ASEAN countries.

“This is the best way to reach a B2B audience,” shared Amith Anand of Vino SG, importers of Macedonian and Hungarian wines. “An event like this helps bring people together and gives visitors an opportunity to compare wines.”

The four days were packed with 18 masterclasses which explored different facets of wine ranging from Burgundy wines to sherry to China’s Marselan grape hosted by veteran journalist, Chng’Poh Tiong. The sessions on spirits tackled the current market trends of sustainable and low-waste spirits to the rise of the non-alcoholic spirit category.

As many as three masterclasses were dedicated to sake exploring sake blending, pairing sake with food and ageing abilities led by Master Sake sommelier Joshua Kalinan and sake master blender Francois Chartier.

The next edition of ProWine Singapore, which runs on an annual cycle alongside FHA – Food and Beverage, will return to the Singapore Expo from 23-26 April 2024.

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