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Press Release

Going Strong as the Industry Leader: ProWine China 2020 Concludes on a Successful Note

Going Strong as the Industry Leader

ProWine China 2020 Concludes on a Successful Note


As the only international wines and spirits trade fair since the outbreak of COVID-19, ProWine China 2020 drew a successful conclusion on November 12th, 2020. This has been made possible by the effective epidemic control in China, as well as a strict hygiene and safety concept from the organizers and the care and support from the industry. A total of 400 wine producers and distributors from 17 countries and regions contributed to a global showing of wines and spirits. Boutique wineries and premium wine producers from all over the world were present at ProWine China 2020 to get in contact with local producers, importers, distributors and key buyers.


Under strict anti-epidemic measures of the organizers, a total of 22,542 trade visitors attended the 3-day event, an increase of 9.2% compared to the previous edition. In addition to local visitors, many also came from Beijing, Guangdong, Sichuan, Hainan, Shandong, Liaoning, Inner Mongolia and Macau.


Michael Degen, Executive Director, Messe Düsseldorf GmbH, explained: “Organizing ProWine China 2020 on schedule amidst the epidemic was more challenging this year than ever. We are delighted that the event maintains its international feature and hope its success will lead to new opportunities for the promotion of both domestic and international economic cycles in the post-epidemic era in the wines and spirits sector. "


Ian Roberts, Managing Director of Hospitality, Food and Beverage of Informa Markets said: “We are delighted with this year's ProWine China, which has attracted 22,542 visitors. The various multi city promotion and publicity campaigns which we have undertook all year to promote ProWine China 2021 have laid a very strong foundation for this year's edition, despite the coronavirus epidemic. "

More confidence and development both worldwide and in China


Jointly organized by Messe Düsseldorf and Informa Markets, official pavilions from France, Germany, Spain, Portugal, Italy, Austria, Slovenia, Australia, Chile, Brazil, Argentina, California and Japan brought even more highlights to the show.

Given the entry restrictions to China, the organizers carried out continuous communication with overseas pavilions and exhibitors, and actively promoted the model of "overseas organization, local support”. This way, many overseas wineries were able to participate in ProWine China 2020 via their branch or local importers in China. It shows their commitment to the Chinese market. German Wine Institute announced on the second day of the event that the official flagship store for German wines would be launched on T-Mall on November 11th, 2020, the day of the "Double Eleven" shopping spree. The move opened up an important sales channel for online retail business and marketing of German wines in China.
Nicolai Samsing, Asia Director, Wines of Chile, talked to the organizer on the second day: “ProWine China for us has been always a very good event, we are on a long-term relationship, and hope we will continue like that for next years. All the wineries exhibiting with Wines of Chile gave me a really good feedback so far, they were very happy about the quality and quantity of the trade visitors at ProWine China 2020.”

Meanwhile, this year saw the largest number of Chinese wine exhibitors among all ProWine China editions. The most representative wine regions in China, such as Xinjiang, Ningxia, Huailai, Shanxi, Shandong, Qinhuangdao and Fangshan, were all present at the UCW UP-Chinese Wine booth. In addition to the multiplier WINE100 joint booth, the Yinchuan Wine Industry Development Service Center and the Yinchuan Helan Mountain Eastern Foothills Wine Industry Alliance took part in ProWine China 2020 for the first time with 16 wineries from the Alliance.


Ms. LI Muyang, Director of Media Relations of COFCO-Great Wall said: "Despite the disastrous pandemic, we have made every effort to minimize its impact on us. For example, we organized several interesting online activities including livestreaming ecommerce and cloud lectures, as well as physical events such as the 5-star gala. In the meantime, we carry on with our pursuit of brand and quality. This is our third year exhibiting here and we are very confident in ProWine China. It serves as a bridge, bringing Chinese wines to the world and other regions, whilst offering many overseas exhibitors the opportunity to reach out to Chinese distributors and trade buyers."

ProWine China as a hotspot for wine professionals with a fascinating supporting program


ProWine China 2020 continues its commitment to offering premium wine education with a diverse program of supporting events. Masters of Wine including Gus ZHU, Fongyee Walker, Edward Ragg and Julien Boulard staged the "Master's Secret Selection" masterclass. Professor LI Demei led a group of distinguished guests including SONG Ping (Domaines Barons de Rothschild Lafite China Manager), ZHANG Yanzhi (Owner of Xige Estate), LV Yang MS (Wine Consultant of Shangri-La Hotel Group, Founder of Grapea & Co.), Miss Yuan (Founder of Miss Yuan’s Wine Shop) and WANG Jun (ASC Fine Wines Chief Operating Officer) to look into “The Impact of the Epidemic on Wine Consumption – Opportunity and Reaction of the Industry”. Meanwhile, WSET also organized several attractive masterclasses and tastings on site. The third day of the show witnessed a successful second edition of Sake Blind Tasting Competition. 

Gus ZHU MW explained: "I can feel that the trade visitors who joined my masterclasses really enjoyed our wine list, thanks to the sponsorship of wineries who listened carefully to the market and consumers. I think ProWine China is doing a fantastic job in wine education. Investment in this area does not bring immediate results or returns but will yield far-reaching impact."


Mr. LI Yang, a wine retailer from Kaifeng, and Mr. ZHANG Yixun, a wine distributor from Ulanqab, commented: "This is my first time to ProWine China, with the aim to get more experience and expand my horizons through this event. The atmosphere is good, so is the quality of wines exhibited by various exhibitors. I also find many on-site master classes very attractive."

ProWine China will be renamed ProWine in Shanghai next year and return to the Shanghai New International Expo Center during 9-11 November 2021, continuing the success of the past years in China. For more information please visit

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