Here’s why ProWine’s 2026 Asia fairs deserve a spot on your calendar
Frank Schindler, director of ProWein Düsseldorf, takes Rebecca Lo through what to expect at the four ProWine fairs taking place across Asia in 2026.
Five months after joining ProWein Düsseldorf, its director Frank Schindler admitted that he spent most of that time listening: to producers, importers, sommeliers, media representatives, associations and international partners.
The result is clearer positioning of the ProWine brand as the fair gears up for its Asian editions throughout 2026. Along with realignment of content formats, Schindler is tailoring the fair to the needs of individual markets.
“My vision for Asia is to establish the ProWine events as leading, independent and quality-defining B2B platforms that offer far more than product presentation,” Schindler explained. “We want to provide orientation, connect markets and set impulses; at the same time, we respect the individuality of each location. The ProWine Asian satellites are designed to be strategic partners for the industry, not short-term marketplaces.”
Regional markets
As Tokyo is a highly developed market with deep expertise and strong quality awareness, this year’s fair will underscore the city’s exceptional gastronomy. “With the highest number of Michelin-starred restaurants worldwide, ProWine Tokyo provides a dedicated platform to connect international producers with Japan’s highly discerning trade and hospitality sectors,” said Schindler.
Singapore is an international hub with significant influence across Southeast Asia and ProWine Singapore (which alternates with ProWine Hong Kong annually) serves as a gateway. It attracts growing participation from exhibitors targeting dynamic markets such as Thailand and Vietnam.
Shanghai continues to represent dynamism, transformation and evolving consumption patterns after ProWine Shanghai was established in 2013. This year it welcomes an increasing number of Chinese wineries using the platform not only to strengthen their presence at home but also to connect with international markets and expand globally.
Creating conversation
“With India’s expanding network of free trade agreements including with the UK and Australia, its imported wine market has experienced strong growth in recent years,” Schindler noted. “ProWine Mumbai represents a promising emerging market, offering significant opportunities for international wine and spirits producers seeking early mover advantages.”
The Asian fairs will be integrated into ProWine’s on-going content strategy, professionally documented and digitally extended for sharing long after fairs end. “I am particularly excited about introducing the ProWein Agora in selected international formats,” stated Schindler. “It follows a completely new approach—not just a stage but a space for thought. It is about perspectives, bold questions and dialogue between business, academia, politics and practice.”
The ProWein Business Report has been expanded to include dedicated surveys conducted in its Asian markets to sharpen the profile of each location. Notable categories at the fairs include no and low alcohol; sustainability; alternative packaging solutions; and new consumption cultures as “expressions of structural change that we want to actively accompany,” Schindler noted.
Digital innovation
Expanding upon his goal to make the fairs “smarter and more balanced”, Schindler intends to capitalise on digital tools to match exhibitors and visitors more effectively, analyse interests more accurately, and tailor programmes to specific markets.
“Especially in Asia, where markets differ significantly in cultural and economic terms, data-based insights help us avoid a one-size-fits-all approach and instead design events individually,” he said.
“’Balanced’ means aligning economic goals with content responsibility. Digital innovation enables us to make content sustainably accessible, document discussions and extend reach beyond the actual show days. This creates long-term value for the industry.”
ProWine Asia fair goers are expected to include international producers, importers, distributors and buyers from retail and gastronomy. In addition, Schindler expects sommeliers, beverage directors and increasingly e-commerce players to gather alongside opinion leaders and media representatives with professional industry focus.
‘Quality, substance and depth of business’
“For me, absolute numbers are less important than what they represent,” he revealed. “What matters is that the right people meet: decision makers, buyers with concrete demand, and producers with a clear export strategy. Quality, substance and depth of business are our key metrics.”
Schindler hopes that participants will leave with three key takeaways: new and sustainable relationships forged; clearer insights into market trends and structural developments; and feeling like they are part of an industry actively shaping its future.
“If we achieve that, we deliver more than a trade fair: we create a platform that provides orientation and drives impact.”
ProWine will take place in Tokyo from 15 – 17 April, Singapore from 21 – 24 April, Shanghai 10 – 12 November, and Mumbai from 18 – 19 November.
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