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Show time: what to expect from ProWine Shanghai 2024
Ahead of this year’s event, ProWine Shanghai project director Josh Gu talks db Asia through what to expect from the three-day trade fair.
This November, the 11th edition of ProWine Shanghai will be back. Hosted at the Shanghai New International Exhibition Centre, the exhibition will feature a strong international presence of exhibitors from more than 30 countries and regions around the world.
The strong return of Australia after the removal of the retaliatory tariff is especially boosting market confidence.
The ProWine team recently visited Australia’s Barossa wine region, and Gu is excited to see importers and distributors rediscover the potential of Australian wines at the show. He says: “In addition to the full-bodied Australian reds that most Chinese consumers are familiar with, we were also deeply impressed by the Aussie Rieslings from Eden Valley, which I think will have great potential in the current Chinese wine market.”
The lifting of tariffs has boosted relations between Australia and China, but Gu argues that what matters most is the deepening bond between Chinese and Australian wineries. “During my time in Australia, I saw more Chinese investors looking to have their own vineyards or wineries in different regions there,” he says. ProWine Shanghai could be key to building relationships between businesses in the two nations.
The 2024 wine and spirits exhibition will also play host to the largest-ever German wine pavilion, and the 10-year return of the New Zealand Wine pavilion. Both are a testimony to the rising trend of high-quality white wines among Chinese Gen Z consumers.
As the leading international wine and spirits trade fair in mainland China, ProWine Shanghai has always been a firm supporter of wine education for the long-term development of the domestic wine market. This year, its organisers have worked with several Masters of Wine, including the new Chinese MW Xing Wei, who will come together at ProWine, sharing their knowledge and insights via masterclasses and seminars during the three-day trade fair.
To keep pace with the new trends, ProWine Shanghai held city promotions in more than 80 cities in 2024.
The tour included not only metropolises like Beijing, Shanghai, and Shenzhen, but also tier-2 and tier-3 cities, such as Hohhot, Qingdao, Sanya, and Guiyang, where the consumption of wine and spirits is rising among the middle classes. “China is such a big market, with a unique food-and-drink culture that varies from place to place,” explains Gu. “City promotion is an effective approach for us to understand the Chinese market and nurture the importer, distributor, and retailer community, in which our B2B trade fair is rooted.”
ProWine Shanghai 2024 takes place from 12 to 14 November 2024.
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