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Successful Staging of Prowine Shanghai 2021

wineindustryadvisor.com by Press Release19/11/2021  

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With strict safety procedures, the organizer’s proven hygiene and safety protocol and the support of the industry, the recent staging of ProWine Shanghai 2021 attracted more than 450 exhibitors from 18 countries and regions. Boutique wineries and premium wine producers from all over the world were present at the leading wine and spirits trade fair in mainland China to make contact with local importers, distributors and trade customers. A total of 15,058 trade visitors attended the 3-day event. In addition to visitors from Shanghai, many attendees also came from Hainan, Guangdong, Fujian, Hubei and Tianjin provinces.

Michael Degen, Executive Director of Messe Düsseldorf, stated: “Hosting ProWine Shanghai 2021 as scheduled despite the ongoing COVID-19 complications fully underlines the strategic and international role of ProWine Shanghai. The Chinese wine and spirits market remains strong and is developing well. We believe the next edition of ProWine Shanghai will be even more promising and impressive.”

Ian Roberts, Vice President Asia at Informa Markets, added: ‘Despite the strict COVID-19 measures ProWine Shanghai still attracted 15,058 visitors. By holding ProWine Shanghai concurrently with China’s leading food and hospitality show, FHC, we are able to bring together all the major food and drink importers and distributors at the same time.”

Exhibitors remain confident with increased presence

The pavilion of the California Wine Institute was the largest in nine years and nearly 20% larger than in 2020. In addition to the 19 wineries and vintners present on-site, 45 boutique wines from 10 wineries were on display with tasting sessions. The Canadian National Pavilion, with full support of Agriculture and Agri-Food Canada (AAFC), also exhibited at ProWine Shanghai 2021. After not taking part in the 2020 edition, its return to ProWine Shanghai was a signal that wine companies around the world are very interested in the Chinese market.

French companies have always been a key part of ProWine. The French Pavilion, organized by Business France, has supported ProWine Shanghai for nine consecutive years, ever since ProWine made its debut in mainland China. This year, Business France had almost 500 square meters of exhibition space, indicating its strong confidence in the Chinese market.

Strong presence of Chinese wines

In addition to overseas exhibitors, Chinese wines also had a strong presence at ProWine Shanghai. Exhibitors included Yinchuan Helan Mountain Eastern Foothills Wine, Up Chinese Wine, COFCO Great Wall and China Wine Union.  The Yinchuan Helan Mountain Eastern Foothills region increased its exhibition space by 50% with 24 wineries compared to 16 in 2020. Notably, the Penglai Coast wine region made its debut at this year’s show.

Strong demand for wine education

During the three-day trade fair, a series of high-quality masterclasses took place both at the exhibitors’ stands and at the ProWine Forum. ProWine Shanghai upholds its original mission, focusing on the global market with deep roots in China. This year, the industry forum at ProWine Shanghai was attended by chairman Li Demei, Charles Treutenaere (General Manager of Domaine de Long Dai), Lv Yang (the only Chinese Master Sommelier) and Zhu Lili (CEO and Founder of  Youdian Haohe). The forum dealt with “The Future of Chinese Wine – Voices of Industry Leaders.” Notable representatives were Hao Linhai (Chairman of Ningxia Wine Federation), Jean-Guillaume Prats (President and CEO of Domaines Barons de Rothschild Lafite) and Zhang Yanzhi (Owner of Xige Estate) who participated in the forum via  video link.

Lv Yang, the only Chinese Master Sommelier and the founder of Grapea & Co., said: “The close cooperation with ProWine Shanghai has already become a tradition. This year, the collaboration went one step further with the main forum and participation in the ProWine Shanghai industry forum. Almost every masterclass was full. As wine educators, we are hopeful and confident about the future of the industry.”

ProWine Shanghai 2021 also featured several exciting masterclasses including the Sassicaia Vertical Tasting & Business Partner Program Launch, Barrua Masterclass of Italy, IWSC Award-winning Master of Wine class, Slovenian Masterclass, Chateau Angélus Masterclass, Masterclass on Pinot Paradise Germany as well as the event “Champagne in the Post-pandemic Era – Current Developments and Trends for Champagne on the Chinese Market.”

New ProWine Pink Rose Lounge

Following market trends, ProWine Shanghai 2021 offered several special zones including the ProWine Pink Rosé Lounge and Decanter Award-winning Wine Tasting Area. The aim was to create must-visit spots for attendees to discover the “value and beauty” of rosé wines and learn about top-quality wines, tasted and rated by leading international wine experts at the Decanter World Wine Awards. Created to enhance visitor experiences and interactions, these special zones also provided exhibitors with a more diverse and varied platform to reach the market in multiple dimensions.

The next staging of ProWine Shanghai will take place from November 8 – 10, 2022 at the  Shanghai New International Expo Center (SNIEC).