International Participation at ProWine China 2016


International Participation at ProWine China 2016The 4th edition of ProWine China, International Trade Fair for Wines and Spirits, recently  concluded very successfully in Shanghai: 12,431 trade visitors – an increase of 20% compared to the last staging – took part, with 36% of the trade visitors coming from outside of Shanghai. At this year’s ProWine China, some 650 wines and spirits manufacturers, importers and distributors from 37 countries showcased their newest products in the 13 country group exhibits and 5 regional pavilions.

As a regional event of the Messe Düsseldorf worldwide wine trade fair portfolio, ProWine China continues to lead in quality and quantity regarding its international exhibitors – an ideal destination for Chinese importers, distributors and suppliers to source from the perfect vineyards. This year’s results further validate the extensive promotional efforts of the ProWine China organizer and supporters in major cities, promoting the exhibition to a larger audience of Chinese wine professionals. High participation of trade professionals from the Henan and Guangdong provinces as well as from Beijing was registered.

Most of the international exhibitors at ProWine China 2016 were from France, Italy and Spain, including many large wine producers such as Les Grands Chais de France and Distell (South Africa). The Australian pavilion doubled their participation compared to 2015. Other major wine regions, including Portugal, Germany, Greece, Austria and the U.S. were also well represented. The trade fair also attracted exhibitors from the Ningxia and Xinjiang Provinces of China, Kazakhstan, Georgia, Macedonia, Bulgaria, Hungary, Belarus and Latvia along the Silk Road. A new feature at ProWine China 2016 was the Brazilian Pavilion and the Chianti Pavilion from Italy. No other wine industry trade fair in China offers such extensive participation by international exhibitors.

Marius Berlemann, Global Head Wine & Spirits at Messe Düsseldorf, was very pleased with ProWine China’s growth: “We are excited to see the development of ProWine China during the past four years. Not only has the trade show grown in volume, but also in the number of regions from which exhibitors and trade professionals are coming from. We continue to dedicate our resources to provide the industry with a rich and vibrant show program, offering new opportunities for all areas within the industry. The addition of the ProWine Asia platform, covering the two vibrant trading hubs of Singapore and Hong Kong, brings even more global coverage to the ProWein World family of international trade shows. ”International Participation at ProWine China 2016

ProWine China 2016 was jointly organized by Messe Düsseldorf (Shanghai) Co. Ltd and China International Exhibitions Ltd. Brendan Jennings, General Manager of China International Exhibitions, noted: “We were delighted with the increased numbers but most of all by the quality of visitor that attended ProWine China 2016. Over the three day trade show exhibitors met buyers who were knowledgeable about wines and ready to place orders. A considerable advancement over last year, indicating new opportunities and growing potential of the China market for wines”.

ProWine China 2016 offered a first class ancillary program focusing on wine education. The “ProWine China Education Campaign” consisted of wine seminars, the WSET Forum, the WINE100 Forum, RVF China: “E-Commerce in Wine: Its Current Situation and Future in China” and “Yanqi: An Emerging Wine Region in China” as well as the Demeter Masterclass and the Decanter Masterclass.  The Industry Summit, moderated by Prof. LI Demei, explored the topic of “Branding – the Importance of Wine Brand Building to New Wine Market”. Keynote speakers included ZHOU Chuan, GUO Minghao, WANG Wei, LI Chunhui, LI Wei and LV Yang. The famous wine critic Neal Martin was a speaker at the “Robert Parker 95+ Master Class”’.

Exhibitor presentations also included many highlights. Chinese basketball star YAO Ming attended the Yao Family Wines Masterclass where chief winemaker Tom Hinde introduced the company’s four series of products. Master of Wine Debra Meiburg shared information about a selection of premium Georgian wines, including the golden sparkling wine and the producer’s exclusive and limited slightly sweet red wine. Country pavilions from France, Italy, Germany, Austria and Bulgaria also hosted masterclasses on various topics.

The Champagne Lounge had its premiere during ProWine China 2016 and showcased the traditional cultivation and winemaking techniques of champagne. A total of eight champagne producers exhibited a variety of outstanding products within the 2,600 square feet area. The Spirits Bar, co-presented by the HK Bartenders Association and run by guest bartenders and Asia’s top mixologists offered trade visitors a range of cocktails to taste. The Sommelier Lounge hosted four events about wineries and wine-masters, providing samples of superb Chinese and international wines.

The next staging of ProWine China is scheduled for November 14 – 16, 2017 at the Shanghai New International Expo Center. Also held next year will be ProWein in Düsseldorf, Germany from March 19 – 21 and ProWine Asia in Hong Kong from May 8 – 11. Further information on the worldwide ProWein portfolio is available at,, and

For further information on visiting or exhibiting at ProWine China, ProWein or ProWine Asia 2017, contact Messe Düsseldorf North America, 150 North Michigan Avenue, Suite 2920, Chicago, IL 60601. Telephone: (312) 781-5180; Fax: (312) 781-5188; E-mail:; Visit our web site; Subscribe to our blog at; Follow us on twitter at

ProWine China 2016 Statements:

Monica Dornelles, Promotion Analyst, Brazilian Wine Institute
“For Brazil, it’s very nice to be here for the first time. There were a lot of positive surprises since we connected with the right importers, distributors and wholesalers. This is one of the best places to promote Brazilian wines in China. This show is very well organized and the organizer and staff are very helpful. Next year we will participate with more wineries on a larger scale. We are amazed that we are able to connect with so many good contacts and I’m already satisfied with the trade fair.”

Luca A. Alves Franco, Organizer of the Chianti pavilion
“From the institutional side, it’s important to be here. I saw several country groups present, including some new regions this year like Georgia and Hungary. It’s a very interesting blend which is promising for the future. ProWine China has more European representation, with cleaner and more well-organized visual and technical presentation.”

Willa Yang, Head of Market China from Wine Australia
“This year is the second time for Wine Australia to participate at ProWine China. Due to the positive feedbacks from the Australian exhibitors in the previous year, the stand area was enlarged compared to the year before. This year, exhibitors are very satisfied with the design and layout of the pavilion and services provided by both us and the organizer. Most of them got some potential leads.”

Robert Lawson, Owner of VICTOR Vineyards (exhibited for the first time in the California pavilion)
“It’s been a nice show to work. We’re doing a lot of good business and it’s been a great experience. The show is just industry, which is why we’re here. We’ve met with good buyers and we are satisfied with the quality of visitors – that’s why you buy your ticket, right? Our Chinese agent really pushed us to participate in ProWine China, and we heard some really good things from the California Wine Institute, which is why we decided to try it out this year. We plan to continue on with the ProWein World family in the future.”

Rosa Maria Martinez Lopez, Business Development Manager, VENERABLE CAPITAL S.L. “We are very happy with ProWine China – the professionalism of the visitors brings a different “taste” to the show. We plan to continue exhibiting with the ProWine platform because we are pleased with quality of the buyers and visitors.”