Shanghai, November 19, 2024 – The 11th edition of ProWine Shanghai highlighted its growing importance in the global wine and spirits industry, attracting 650 exhibitors from 32 countries and regions, with over 80% representing international companies. The event drew 20,860 trade visitors, including importers, distributors, and professionals from the HoReCa sector, retail chains, and second- and third-tier cities across China.
This year’s event not only reaffirmed ProWine Shanghai’s role as a premier trade platform but also underscored its commitment to innovation and education through masterclasses and forums. These activities addressed challenges such as climate change, economic uncertainty, and intensified industry competition, as highlighted by Peter Schmitz, Director of ProWein. “Despite uncertainties, ProWine Shanghai has maintained its scale, demonstrating the resilience and dedication of our partners, exhibitors, and visitors,” Schmitz noted.
Ian Roberts, Vice President of Informa Markets Asia Pacific, emphasized the growing diversity of participants, with 15% of attendees being first-time registrants. “This injection of fresh energy underscores the event’s role in invigorating the market amidst volatile conditions,” he stated.
International Pavilions and Market Highlights
The 2024 event showcased over 20 national pavilions, including prominent representations from France, Germany, Spain, and the United States. Australian and New Zealand wines made a notable return, reflecting their renewed focus on the Chinese market. Paul Turale of Wine Australia highlighted the significance of ProWine Shanghai in supporting Australian wine exports.
German wines continued to gain traction in China, with import values rising by 6.58% year-on-year, according to China Customs. German Wine Institute Marketing Manager Manuela Liebchen attributed this growth to increasing consumer appreciation for Riesling and sparkling wines.
Spanish wines also shone brightly, with exhibits from regions such as Catalonia, La Mancha, and Rioja offering a rich exploration of European wine heritage.
Chinese wine producers showcased their evolution, with Xinjiang and Huailai regions leading the way in presenting local varieties. Notable Chinese wineries such as COFCO Great Wall and Shangri-La highlighted their focus on brand building and quality-driven strategies.
The event also spotlighted a younger generation of Chinese winemakers through the YGCW (Young Generation China Wine) pavilion. Their innovative approaches are driving modernization in regions like the Helan Mountain foothills, where terroir-driven wines are shaping a new chapter in Chinese winemaking.
Industry Education and Insights
ProWine Shanghai hosted 54 masterclasses and forums led by top experts, including the prestigious “Meet the MWs in ProWine” forum, held in collaboration with the Institute of Masters of Wine. This educational initiative offered deep insights into industry trends, terroirs, and fine wines.
Other notable sessions included tastings led by the Wine & Spirit Education Trust, the Development Agency of Serbia, and D.O.Ca. Rioja. Ms. Liu, a restaurateur from Sichuan, praised the event’s value: “I gained a comprehensive understanding of wine regions, innovations, and the entire value chain, which will guide my business strategies.”
Looking Ahead
ProWine Shanghai continues to promote wine culture throughout China with nearly 80 promotional events held in smaller cities annually. The next edition of ProWine Shanghai is scheduled for November 12–14, 2025, at the Shanghai New International Expo Center. ProWine Hong Kong will also return from May 14–16, 2025.
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