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Record Results at ProWine China 2019 Reflect Great Potential of Chinese Market

by Press Release
November 15, 2019

The recent staging of ProWine China 2019, International Trade Fair for Wines and Spirits, in Shanghai closed to record results. Jointly organized by Messe Düsseldorf and Informa Markets, ProWine China 2019 featured 820 wine producers and distributors (2018: 750 exhibitors) from 37 countries and regions with an 10% increase in net exhibition space. The three-day event attracted 20,640 professional visitors - an increase of 9% compared to the last edition (2018: 18,936 visitors). ProWine China was held concurrently with the 23rd Food & Hotel China (FHC 2019), China’s premier and most comprehensive food and hospitality trade event.

Bastian Mingers, Global Head Wine & Spirits and Director ProWein at Messe Düsseldorf, commented: “ProWine China 2019 saw significant growth in the number of local and international wine producers and suppliers, reflecting the country’s continued evolution to become one of the largest markets for wines and spirits globally. With overseas exhibitor participation at 80% hailing from 36 countries and regions, this reinforces the strategic position of the exhibition in fulfilling the needs and demands for such a dedicated platform in the Chinese market.”

Ian Roberts, Managing Director of Hospitality, Food and Beverage of Informa Markets, added: “In the 3 days of ProWine China, Shanghai has been the center of an exhibition of unimaginable dimensions. We had visitors came from all over China. Some even came from very distant provinces, such as Inner Mongolia and Xinjiang.”

The proportion of trade visitors from other Chinese cities apart from Shanghai has further increased, with more trade visitors coming from Beijing, Guangdong, Xinjiang, Hainan, Shandong, Liaoning and Inner Mongolia. This confirms ProWine China's expanding influence in the Chinese market.

With its largest participation at the show to date, France was represented by 121 companies. ProWine China also featured country group exhibits from Australia, Austria, Chile, Germany, Italy, Spain and the U.S. as well as other countries and regions. The event also attracted international and regional participations including Chianti Classico, Vino Nobile di Montepulciano, Beaujolais, Catalunya, CRDO TORO and DOCa RIOJA as well as companies such as Grands Chais de France (France) , COFCO Great Wall from China, Dalmacijavino from Croatia and Duca Di Salaparuta from Italy.

ProWine China 2019 was the ideal platform for wineries and distilleries from all over the world to meet with importers, distributors, key buyers, industry experts and domestic producers to explore new business opportunities.

“ProWine China invests a lot in bringing the right trade visitors to the fair. We feel this very clearly. The quality of the visitors is growing every year and again has reached an excellent level,” stated Julien Layrisse, International Project Manager of AANA (Agence de l'Alimentation Nouvelle Aquitaine), France.

“We're at ProWine China for the first time to promote Sake and Shochu from Japan. China is one of the most important markets for us. At ProWine China we not only make a lot of new contacts, but also meet existing customers. Especially our master classes are very well attended. We are very satisfied and are already planning our participation next year,” said Hitoshi Utsunomiya, Director of the Japan Sake and Shochu Makers Association, Japan.

Chang Wei, the founder of Lavie Cellar, remarked: “I visit ProWine China every year because it is a very professional exhibition for trade only. Compared to last year there are more international pavilions and more varieties of wine.”

ProWine China has always been committed to help educate the wine industry in order to jointly promote the development of the Chinese wine market. During ProWine China 2019, more than 40 professional master classes were held to inform attendees about wine and spirits history and trends. The seven renowned Masters of Wine & Master Sommeliers, Fongyee Walker MW, Edward Ragg MW, Debra Meiburg MW, Sarah Heller MW, Cassidy Dart MW, Robert Geddes MW as well as Lv Yang MS participated in various events during ProWine China 2019.

Prof. Li Demei, associate professor of Beijing University of Agriculture, said: “After many years of development in the Chinese wine market, a considerable number of consumers has begun to pay attention to wine quality. This is also an inevitable process of market development and the wine market is gradually maturing. I find the visitors here very professional, and most of them plan to make purchases.”

According to Lv Yang MS, the first Chinese MS: “This year's master classes include very extensive content and many masters attended. The Chinese wine market will constantly improve with patience, time as well as supports from ProWine China.”

“This year I attended the Burgundy and German wine master classes. The high level of the wines and education succeeded my expectations. It shows that exhibitors are very confident in the Chinese market. There is more and more interaction and communication,” reported Fu Zixuan, official lecturer of The Wine & Spirit Education Trust.

The next edition of ProWine China will be held in Shanghai from November 10 -12, 2020, alongside Food & Hotel China 2020 (FHC 2020). The ProWein trade fair in Düsseldorf, Germany will take place from March 15 – 17, 2020, followed by ProWine China in Singapore from March 31 – April 3, 2020. For further information on visiting or exhibiting at ProWine China, ProWein and ProWine Asia, contact Messe Düsseldorf North America; Telephone: (312) 781-5180; E-mail:; Visit,, and

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