9 - 11 NOV 2021 | EXPO | SHANGHAI
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Press Release

ProWine China 2017: Pivotal and Expanding Industry Platform in China

• Continued growth in terms of visitors, exhibitors and leased space

• Most important platform for the wine industry in Mainland China
• Versatile supporting program 

On November 16, the 5th edition of ProWine China concluded successfully in Shanghai, receiving positive feedback from participants while setting new standards as the most international wines and spirits trade fair in Mainland China.

ProWine China continues to grow in number of visitors and international exhibitor participation, continuing to set new records this year. ProWine China 2017 attracted 14,219 trade visitors, an increase of 14.3% from the previous year. ProWine China’s continuous outreach and promotional campaigns across major cities have resulted in growing presence and accomplishment for the ProWine China platform.

This year, nearly 700 wines and spirits manufacturers, importers and distributors from 39 countries and regions organized 16 country pavilions and 4 regional pavilions, contributed to a global showing of wines and spirits. The Brazilian Pavilion wowed visitors with the unscripted appearance of superstar footballer Givanildo Vieira de Souza, commonly known as “Hulk” who currently plays for Shanghai SIPG.

Marius Berlemann, the Global Head of Wine & Spirits of ProWein, commented: “ProWine China 2017 saw significant growth in the number of local and international wine producers and suppliers, reflecting upon the county’s continued evolution to become one of the largest markets for wines and spirits globally. The Chinese wine industry currently experiences a shift in demand, away from only brands and pricing while moving towards other elements including the country, region, grape variety and culture. Opportunity continues to flourish in the maturing wine market of China, achieving sustained growth year-on-year. At the same time, Chinese consumers are eager to discover wines from all parts of the world.”

ProWine China is jointly organized by Messe Düsseldorf and UBM Allworld, the fair runs concurrently with Food & Hotel China (FHC), China's leading trade fair for imported food. “In the 3 days Shanghai is transformed into an exhibition of unimaginable dimensions. we had visitors came from all corners of China. some even came from very distant province, such as Liaoning and Yunnan. We must know how to read, study the diversified Chinese market. This is hard work but which - if done right, in cooperation with the various actors and method - can give great satisfaction.” said by Paul March, Managing Director of UBM Allworld.

This year’s event also saw increased participation by local wine producers, importers and distributors, with 30% growth in number of exhibitor compared to last year, reflecting the upward trend in a flourishing Chinese wine market. An increasing number of local brands and winemakers are striving to achieve strategic upgrade through ProWine China’s international platform.

“The three-day exhibition left a very good impression on me, I am quite satisfied with the national pavilion of each wine country. I found several American wines on the first day, and reached a primary intent of cooperation. It saved us a lot of time in choosing wine.This show is the highest quality wine fair I have ever took part domestically, we will definitely come back next year. “commented by Yu Wang, who is the general manager of a wine import company from Shaanxi province.

Michaela Stander, Marketing Manager, Wines of South Africa stated: “The size of the exhibition is growing and you can see many new brands with many new countries coming are in. I see the biggest change in quality of visitors - we all see not only highly professional visitors, but that visitors know exactly what they are looking for. They are not just interested in price, but actually ask about specific varietals and styles, so we can see that they’re putting a lot of thought into the distribution plan and how they’re going to purchase from us.

ProWine China Welcomed the First 16 Chinese “Estate Wine” Certified Wineries and Great Wall (COFCO)
After a successful debut at last year’s ProWine China, the RVF China Zone returned and featured the first 16 Chinese “Estate Wine” certified wineries represented by CADA (China alcoholic drinks association) Wine Commission, offering visitors the opportunity to experience a new collection of fine wines from China. Huo Xing San, Deputy Secretary-General of Wine Branch of CADA, commented: “The wine and spirits market in China and the Asia-Pacific region has a great potential, and the future development is growing very fast, thus, brand-building is a crucial key point for competition. Chinese wineries need to continue their effort on advertising and promotion.”

It's also worth noting that COFCO, one of the world’s top 500’s leading company, brought its flagship wine - Great Wall to ProWine China for the first time while integrating an exclusive masterclass under the same name.

Extensive Offering of Knowledgethroughout the Event
ProWine China continue offered a top-notch supporting programme during all three days of the trade show, focusing great attention to wine education. This year, the provocative and well-attended ‘Wine Master Series’ brought four ‘Wine Masters’ including Debra Meiburg MW, Fongyee Walker MW, Roderick Smith MW and Robert Goddes MW.At the same time, this edition’s onsite programmealso featured an extensive offering of masterclasses and tastings hosted by WSET (Wine & Spirit Education Trust). 

Jude Mullins, WSET’s International Development Director, commented: “One thing I noticed is the increased level of knowledge and understanding of wine and spirit from the visitors to our stand. We launched the Sake program in China last year and had a great response to the sake masterclass with lots of people excited to learn more. We try to allow our educators to choose the subject because they are at the forefront of what’s happening in the Chinese wine market.They know what’s trendy and what’s coming next. These aspects were reflected in our masterclasses this year.”

Wine Industry Forum @ PWC 2017
The Industry Forum at ProWine China 2017 continued to provide ample industry insights under the theme of "Understanding Chinese Wine Consumers.",featuring wine expert Li Demei who is one of the "World's Top 10 Most Influential Wine Consultants"

When asked regarding his impressions of this year’s programme, Li Demeistated: “The maturing Chinese wine market needs professional wine education and training; only by doing this will consumers gain a clear direction: knowing what they do and do not like. This is why education is such important. This year’s atmosphere has been very active, especially in participation during various masterclasses and forums.”

Six other speakers participated, including Professor Larry Lockshin from University of South Australia; Zeng Lishi,researcher of Australia Ehrenberg-Bass Institute and Germany Geisenheim University; Li Shiyi,Deputy General Manager of COFCO; Dr. Sun Jian, Director of ChangyuGroup and Deputy General Manager of Changyu Limited; Xu Wei, Co-founder of Aroma Republic; and Dr. Li Ruyi from Wine Institute of Ningxia University.
Meet the ProWein Family
ProWein World offers a global network of allied trade shows. The next ProWein will be held from 18-20 March 2018 in Düsseldorf, Germany. ProWine Asia goes to Singapore on 24-27 April 2018 and then Hong Kong on 7-10 May 2019. ProWine China returns to Shanghai  New International Expo Center on 13-15 November 2018.

Information on ProWein World’s trade fair family can be found at www.prowein-world.com
Information on ProWine Asia: www.prowineasia.com
Information on ProWine China: www.prowinechina.com
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