ProWine Shanghai 2025: Comprehensive Overview

Event Fundamentals

Name: ProWine Shanghai 2025
Description: Leading Trade Fair for Wine and Spirits in Mainland China
Dates: November 12-14, 2025 (Wednesday-Friday)
Venue: Shanghai New International Expo Centre (SNIEC), Shanghai, China
Organizers: Messe Düsseldorf (Shanghai) Co., Ltd. and China International Exhibitions Ltd.

Event Significance

ProWine Shanghai has firmly established itself as the most influential professional wine and spirits exhibition in mainland China. As the Asian satellite event of ProWein Düsseldorf (the world’s largest wine trade fair), ProWine Shanghai brings German-standard professional services to the Chinese market, creating an exceptional platform that connects international producers with the dynamic Chinese wine and spirits market.

Historical Development

Since its inception, ProWine Shanghai has experienced consistent growth and development, evolving into a crucial business platform that has significantly contributed to the wine and spirits industry’s expansion in China. Over the past decade, the exhibition has maintained high professional standards while adapting to the specific needs of the Chinese market, earning recognition from both exhibitors and visitors for its exceptional service quality and business opportunities.

Exhibition Scale

ProWine Shanghai typically features:

• Hundreds of exhibitors from 40+ wine and spirits producing countries and regions
• Thousands of professional visitors including importers, distributors, retailers, and F&B professionals
• Multiple exhibition halls at the Shanghai New International Expo Centre
• Specialized pavilions representing major wine-producing regions
• Comprehensive coverage of the wine and spirits industry

Exhibition Content

Product Categories

• Still wines (red, white, rosé)
• Sparkling wines and champagne
• Fortified wines
• Spirits and liqueurs
• Craft and premium spirits
• Organic and biodynamic wines
• Wine accessories and technology
• Wine education and services

Regional Representation

• European wine regions (France, Italy, Spain, Germany, Portugal, etc.)
• New World wine regions (Australia, Chile, Argentina, United States, etc.)
• Emerging wine producers
• Chinese domestic wineries and distilleries
• Country and regional pavilions

Special Features and Programs

Professional Masterclasses

Expert-led tastings and educational sessions featuring:

• Varietal-specific deep dives
• Regional terroir explorations
• Vintage comparisons
• Food and wine pairing workshops
• Market trend analyses

Industry Forums

Knowledge-sharing platforms addressing:

• Chinese market entry strategies
• Consumer behavior and preferences
• Distribution channel development
• E-commerce integration
• Regulatory compliance
• Sustainability initiatives

Sommelier Competitions

Showcasing the skills of China’s growing sommelier community through:

• Blind tasting challenges
• Service technique demonstrations
• Food and wine pairing competitions
• Knowledge assessments

Trade Match-Making

Structured B2B networking opportunities connecting:

• International producers with Chinese importers
• Brand owners with potential distributors
• Suppliers with retailers and on-premise buyers

Strategic Importance for Stakeholders

For International Wine and Spirits Producers

• Direct access to China’s vast and evolving market
• Face-to-face meetings with potential distributors and partners
• Competitive intelligence gathering
• Brand exposure to key trade professionals

For Chinese Importers and Distributors

• Discovery of new products and producers
• Portfolio diversification opportunities
• Direct negotiations with international suppliers
• Exclusive early access to new releases

For Retailers and On-Premise Buyers

• Comprehensive overview of available products
• Trend identification and education
• Networking with suppliers and producers
• Competitive advantage through product knowledge

For Industry Professionals

• Educational opportunities through masterclasses
• Networking with peers and industry leaders
• Career development and certification pathways
• Knowledge expansion and skill enhancement

Market Context

ProWine Shanghai 2025 takes place amid important developments in China’s wine and spirits market:

• Post-pandemic recovery and recalibration of consumption patterns
• Increasing domestic wine production quality and prominence
• Growing sophistication of Chinese consumers
• Rising interest in diverse wine regions and styles
• Expanded e-commerce and digital marketing channels
• Increasing focus on premium and ultra-premium segments
• Growing appreciation for craft spirits and artisanal production

Connection to ProWein Global Network

As part of the international ProWein family, ProWine Shanghai connects with:

• ProWein Düsseldorf (Germany) – The flagship event
• ProWine Hong Kong
• ProWine Singapore
• ProWine São Paulo (Brazil)
• ProWine Mumbai (India)

This global network facilitates knowledge transfer and business connections across continents while maintaining consistent professional standards.

Participation Options

For Exhibitors

• Standard booth packages
• Custom stand designs
• Sponsorship opportunities at various investment levels
• Presentation and tasting slots
• Inclusion in supporting programs

For Visitors

• Professional registration (trade only)
• Pre-arranged meeting schedules
• Access to educational programs
• Networking events

2025 Edition Highlights and Focus Areas

Building on the momentum from previous years and aligning with the direction set by ProWein Düsseldorf (March 16-18, 2025), the 2025 edition of ProWine Shanghai is expected to emphasize:

1. Innovation and Future-Readiness: Showcasing innovative approaches in production, packaging, and marketing to address industry challenges
2. Sustainability Initiatives: Highlighting environmentally conscious practices throughout the wine and spirits value chain
3. Digital Integration: Exploring e-commerce strategies and digital marketing approaches specific to the Chinese market
4. Premiumization: Focusing on the growing premium and luxury segments in China’s wine and spirits market
5. Market Diversification: Introducing emerging wine regions and alternative product categories
6. Education and Knowledge Transfer: Expanding professional development opportunities for Chinese trade professionals

Practical Information

Venue Advantages

Shanghai New International Expo Centre offers:

• Strategic location in Shanghai’s Pudong district
• Excellent accessibility via public transportation
• Proximity to international hotels and amenities
• State-of-the-art exhibition facilities
• Supporting business services

Event Leadership

The exhibition will be under the direction of experienced leadership from the ProWein global portfolio, including the recently appointed Managing Director for Wine & Spirits Portfolio, Marius Berlemann, who brings extensive industry expertise to the event’s strategic direction.

Future Outlook

As ProWine Shanghai continues to evolve alongside China’s dynamic wine and spirits market, the 2025 edition represents an important milestone in the event’s development. Despite current challenges in the global wine market, including stagnating sales in some regions, ProWine Shanghai is positioned to highlight growth opportunities in the Chinese market while providing valuable connections between international producers and local trade professionals.

The exhibition’s commitment to German-standard professional service, combined with a deep understanding of the Chinese market’s unique characteristics, ensures that ProWine Shanghai 2025 will continue to deliver exceptional value to all participants while supporting the sustained growth and prosperity of the wine and spirits industry both within China and globally.