ProWine Shanghai Postponed Indefinitely

Due to the zero covid policy in China, ProWine Shanghai will not take place in 2022. An alternative date is not yet known. What does this say about the Chinese wine market?

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In the good times... (Photo: ProWine Shanghai)
In the good times... (Photo: ProWine Shanghai)

ProWine Shanghai 2022 was originally scheduled for 8-10th Nov. 2022, but recently postponed to 20-22 Nov. 2022. Now the fair is postponed again – with no alternative date given.

Zero Covid - and no end

This year, there have been virtually no trade shows in China. Even ProWine, according to the organizer, has not received permission from the Chinese government.

"For almost three years we are used to managing our regional planning at short notice. Unfortunately the zero-covid policy makes it impossible to hold the event at the moment," Michael Degen, Executive Director of Messe Düsseldorf, confirmed to Meininger's. The trade fair should now be rescheduled as soon as that is possible. But that will certainly not be the case in 2022: "The zero-covid strategy makes it difficult to develop a mid- and long-term perspective beyond the turn of the year."

China in numbers (2021):


  • Vineyard surface area: 783 kha
  • Wine production: 5.9 mill. hl (-10% to previous year)
  • Wine import by volume: 4.2 mill. hl (-1% to previous year)
  • Wine import by value: €1.4 bn (-11% to previous year)
  • Wine consumption: 10.5 mill. hl (-15% to previous year)

This puts China in 3rd place in terms of area under cultivation and 6th place in terms of import volume.

(Source: OIV, State of the World Vine and Wine Sector April 2022)

Growing with the market

Like the Chinese market, ProWine Shanghai has grown every year until 2020. Before Covid, it had 820 exhibitors and over 20,000 visitors. For many producers, such as those from Australia, China has long been one of the most strategically important markets. "If all of us were honest, we should have to admit that over the last ten years everyone actually meant China when talking about Asia. And, in this respect, everyone hoped that growth would continue like that," Degen said. "Now we will have to see how we plan going forward."

At ProWine, the organizers have obviously already started to adjust to the new circumstances: In 2024, ProWine Tokyo will take place for the first time. "Japan is an interesting market, especially for producers of fine wine. It's quite extraordinary how knowledgeable the consumers are. Every second wine drinker here is obviously  kind of an amateur sommelier," Degen confirms.

However, one should not be deceived, Chinese growth rates are not to be expected in Japan. Nor can volume - at 1.412 billion inhabitants compared to 125 million, it's simply not possible. (AZ)


China sales / in billion € (Source: Statista)
China sales / in billion € (Source: Statista)
Japan sales in billion € / (Source: Statista)
Japan sales in billion € / (Source: Statista)


In the meantime, the organizers have announced a new date. ProWine Shanghai 2023 is to take place from 08-10 November, 2023, the venue remains unchanged, the Shanghai New International Expo Center (SNIEC).



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