ProWine Shanghai 2023: Embracing the Future, Advancing with Momentum

  • Surging demand in the Chinese wine market is propelling the industry forward
  • Active registration of Chinese and international exhibitors indicates a positive and proactive outlook
  • Diversified city promotion broadens the market and elevates wine education to new heights


ProWine Shanghai 2023, a highly anticipated event, is set to take place from November 8th to 10th at the Shanghai New International Expo Centre (SNIEC). This new edition not only marks the reunion of local industry partners but also heralds the full return of international exhibitors, commemorating a decade of ProWine's presence in the Chinese Mainland. As a leading trade fair for the wine and spirits industry in the Chinese Mainland, ProWine Shanghai bears great responsibilities and expectations. With the utmost dedication, the trade fair is committed to delivering a memorable and extraordinary event for all exhibitors, trade visitors, and valued partners, injecting new vitality into the development of the industry.


  • Surging demand in the Chinese wine market is propelling the industry forward

Recently, the Wine Importers and Exporters Branch of the China Chamber of Commerce of I/E of Foodstuffs, Native Produce and Animal By-products (CFNA) released the statistics of alcohol drinks imports in the first half of 2023. Data shows that from January to June this year, the cumulative import value was 2.13 billion US dollars, an increase of 8% over the same period in 2022. Mr. Guo Minghao, representing the Shanghai Association for Liquor and Spirits Circulation, stated, “More and more participators are entering the Chinese market and offering variety of options in terms of country of origin, production regions, grape varieties, and flavors, which meet the diverse demands of consumers. The ways and scenes of drinking wine are becoming more and more rich and open, with a particular emphasis on catering to the individuality and preferences of the younger generation. Furthermore, Chinese wines with improved quality have gained increasing recognition and awareness. Various wine-producing regions are actively promoting their products beyond their regions, seizing opportunities and eagerly vying market dominance."


  • Active registration of Chinese and international exhibitors indicates a positive and proactive outlook

ProWine Shanghai 2023 has successfully confirmed the registration of numerous exhibitors both from China and abroad——

Pavilions and wine regions from China that have confirmed their participation include UP-Chinese Wine (UCW), The Eastern Foothills of Helan Mountain Yinchuan Wine Region, Ningxia Helan Mountain-Jinshan Production Area, and Yantai Vine and Wine Industry Development Service Center. Notably, both Jinshan and Yantai wine regions are making their debut appearance as pavilions at ProWine Shanghai. A multitude of wine regions and pavilions from overseas have also confirmed their participation, including German wines will be onsite presented with a national pavilion by German Wine Institute, a great variety of French wine regions shown under the umbrella of Business France, wines from west coast of USA presented by California Wine Institute (CWI), ICEX Spain Export and Investment (ICEX), Catalan wine companies showcasing local wines with organization from Catalan Agri-Food Promotion Agency (CATALONIA-PRODECA), sake from Japan promoted by Japan National Tax Agency JAPAN and Japan External Trade Organization (JETRO), Wines of Portugal bringing all Portuguese wine grapes to China, and the Slovenian Pavilion showcasing the wine producing regions in Slovenia, among others.


Furthermore, a large number of overseas pavilions and wine regions are set to return to the stage of ProWine Shanghai after the Chinese government lifted Covid-related travel restrictions. Among them are the Georgia National Wine Agency, Development Agency of Serbia, Hungarian Wine Marketing Agency, Ministry of Energy, Commerce & Industry Cyprus. Their presence not only shows their support for ProWine Shanghai but also serves as a strong testament to their confidence in the Chinese market.


Mr. Gergely Goreczky, CEO of the Hungarian Wine Marketing Agency, stated: "The Chinese market is extremely important for Hungary, with around 6,000 hl of Hungarian wine imported every year. Hungarian wine is full of legends and exciting stories, which fortunately the Chinese consumer is open and curious about. For sophisticated, conscious young consumers, Hungarian wine means a new world, which is now being introduced in more and more Chinese wine schools as well. We would like to present Hungarian wines as treasures to be discovered to more customers in the Chinese market."


In the context of China’s comprehensive opening of the epidemic situation, an increasing number of overseas exhibitors are joining ProWine Shanghai 2023, adding vibrancy to the event. Simultaneously, local exhibitors are actively striving for progress, gathering momentum to face and address challenges. China's humble and cooperative stance, aiming for mutual benefit and win-win cooperation, will bring boundless business opportunities and development prospects to countries around the world.


  • Diversified city promotion broadens the market and elevates wine education to new heights

ProWine has consistently adhered to the diversified city promotion approaches of "going out and inviting in" and strategically positioned itself with a "taking root in Shanghai and radiating China" layout. Through efficient means, the trade fair ensures effective product marketing and employs diverse promotional methods for precise engagement, delivering a sense of novelty and offering higher quality choices to trade buyers across different regions.


ProWine has organized numerous city promotion activities in collaboration with a multitude of long-term and close partners, including over 40 special promotion events with enterprises such as COFCO Great Wall and Chateau Chanson from Ningxia; joint roadshows with organizations such as Yingchuan Helan Mountain Eastern Foothills Wine Industry Alliance, Penglai Grape and Wine Industry Development Service Center, Up-Chinese Wine, and German Wine Institute; and assistance for the National Tax Agency of Japan and Japan External Trade Organization Beijing Office in hosting meeting of SAKE MARKET'S FUTURE. Over 70 city promotion events have been planned for 2023 that awaiting your participation.


ProWine successfully presented two special events in Beijing and Shenzhen for hotel presentations in June and July this summer, a special occasion marking the 10th anniversary of ProWine Shanghai. As pioneering and strategically significant hotel presentation projects in Chinese Mainland, each event welcomed around 100 exhibitors and over 1,000 trade buyers. This not only represents a breakthrough for ProWine but also plays a crucial role in driving industry development. In this way, ProWine efficiently attracts more high-quality regional distributors, hospitality professionals, and wholesalers as potential buyers for ProWine Shanghai, so as to foster a positive and sustainable industry chain.


Josh Gu, Project Director of ProWine Shanghai, pointed out: "The first half year of 2023 shows the local wine market still under the lingering impact of COVID-19 pandemic. However, with the gradual recovery of consumption, the wine market has overcome a low point, and wine merchants across the regions are releasing their pent-up energy. ProWine is committed to expanding into deeper markets, targeting regional distributors, restaurants, bars, and hotels for the next phase of targeted promotion and invitations, with the aim to explore more potential buyers. We want to attract more wine merchants from other provinces and cities to ProWine Shanghai to further explore their purchasing purpose, thus effectively connecting upstream wineries, importers, downstream wine merchants and end buyers. The three-day event will be positioned as a hub for both upstream and downstream companies."


ProWine Shanghai 2023 will be held from November 8th to 10th at the Shanghai New International Expo Centre (SNIEC) in Halls W4-W5 in concurrent with Food & Hospitality China (FHC) in Hall N1-N5, W3 and E3-E7. For more information, please visit the official website:, or follow the official WeChat account “ProWine” for more information.

Press Contact

Ms. Coco Ying

Tel: +86-21 6169 8364


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