In addition to the usual presence of importers and trading companies, this year's event attracted more buyers from the HoReCa sector, retail, and China’s secondary and tertiary cities. Peter Schmitz, Director of ProWein, commented: “This year marks the 11th edition of ProWine Shanghai, and despite the uncertainties that the industry has faced in recent years, the exhibition has maintained its scale comparable to previous years.”
Ian Roberts, Vice President of Informa Markets Asia Pacific, added: “In the context of a volatile market environment in 2024, we are pleased to report that approximately 15% of new registered attendees have joined us, alongside the active participation of professionals from diverse industries, thereby injecting significant momentum into the market.”
Australia and New Zealand return
The reintroduction of the Australian and New Zealand Wine Pavilions enriched the New World wine offerings. Paul Turale, Wine Australia General Manager, Marketing, noted: “The return for this year marks a new beginning, with Australian wines seeing growth again in China.”
Manuela Liebchen, Marketing Manager at the German Wine Institute, shared her insights: “Despite the overall sluggish wine market in 2024, German wines have achieved impressive growth in China, defying the global trend. These figures show a rising awareness and market share for German wines, particularly Riesling, in China. Our expanded presence at ProWine Shanghai reflects our strategic commitment to the Chinese market and our confidence in its future potential. Chinese consumers’ growing appreciation for diverse wines creates a solid foundation for Riesling’s continued success in China, while also providing new opportunities for sparkling, no and low alcoholic wines.”
Brand building instead of terroir
Prominent Chinese wineries such as COFCO Great Wall, Yuanshi Vineyard, and Shangri-La participated with their own booths, reflecting a notable shift in focus—from emphasizing geographical origins to prioritizing brand building.
Guo Minghao, a wine marketing expert, explained: “Over the past few years, the Chinese wine market has matured, and consumers are becoming more rational. Chinese wineries are placing greater emphasis on brand development, particularly in how they engage with customers. Through active involvement domestically and internationally, along with a focus on product quality, these wineries are enhancing their branding and sales strategies. This dual approach is cultivating a loyal customer base and positioning Chinese wines for greater success on the global stage.”
Event highlights
ProWine Shanghai 2024 welcomed around 20,000 trade visitors during the event held from November 12–14 at the Shanghai New International Expo Center (SNIEC). The next edition is scheduled for November 12–14, 2025.
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