‘Pore patrol: What to expect at ProWine Singapore 2026
At ProWine Singapore 2026, the focus will be on Southeast Asia’s booming wine and spirit economies, reports Nimmi Malhotra.
Prowine Singapore returns in April with a strong exhibitor presence spanning 24 countries and regions, covering wine, spirits and no and low drinks categories.
Alongside the trade floor, bustling with 200 exhibitors, including country pavilions from France, Germany, Spanish regions and the US, visitors can expect a wine and spirits discovery bar, a Champagne lounge and a packed masterclass schedule over the four days.
“We are so excited to welcome first-time wine and spirits companies to the show this April. Singapore is the perfect gateway and strategic hub for the wine and spirits industry in Southeast Asia,” says Beatrice Ho, project director, Messe Düsseldorf Asia – joint organiser of ProWine Singapore.
The show organisers spent the past two years assessing producer requirements and the needs of the Southeast Asian markets. They have shaped an edition that reflects the region’s rising affluence, appetite for wine and spirits, and the expanding hospitality sectors. In doing so, ProWine Singapore 2026 aims to become the region’s preferred meeting ground for global producers and Southeast Asian trade buyers.
“ProWine Singapore is where strategic partnerships form, market entry accelerates and producers gain the insights needed to succeed across Southeast Asia’s diverse markets,” says Ho.
The 2026 edition features a series of new programming highlights designed to deepen market engagement across the region. At the heart of the programme sits an exclusive partnership with 67 Pall
Mall which Ho says, “adds a strong layer of prestige, relevance and reach to ProWine Singapore”.
The collaboration plays out in curated programming, including a tasting masterclass hosted by Andreas Rosendal MS DipWSET, head of wine operations, 67 Pall Mall, an insight session by Shirley Tan, head sommelier, as part of the newly launched ‘market-immersion programme’ on 20 April (open for exhibitors and national pavilion organisers), followed by an exhibitor afterparty on 23 April. To ensure the region’s influential buyers attend the show, ProWine has launched its hosted buyer programme, created for key wine and spirits buyers from countries like Malaysia, Thailand and Vietnam.
“The Southeast Asia list signals a shift,” says Ho. “Southeast Asia isn’t just consuming wine and spirits; it’s building world-class beverage programmes worthy of international recognition.”
Singapore – gateway to Southeast Asia
Despite its small domestic market, Singapore punches well above its weight. “Singapore sits at the crossroads of Southeast Asia,” says Ho, giving producers a foothold into fast-growing markets including Indonesia, Vietnam, Thailand and Malaysia.
She highlights the ASEAN free trade area (AFTA), which allows reduced or zero tariffs when exporting to neighbouring countries. “For wine and spirits, this can vastly improve margins,” she states, and increase access to a combined population of over 650 million.
Ho also points to Singapore’s world-class logistics, pro-business regulatory environment and influential hospitality sector, spanning luxury hotels, fine dining and cocktail bars, as reasons why brands frequently use the city-state as a launchpad before expanding regionally.
She says: “For any wine and spirits company intending to expand to Southeast Asia, ProWine Singapore is a natural stepping stone.”
ProWine Singapore runs from 21 to 24 April 2026 at Singapore Expo.
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