Australian wine took centre stage at the ProWine China 2017 fair in Shanghai from 14 to 16 November, where 40 brands from 20 wine regions in partnership with 22 exhibitors were showcased at the Wine Australia stand.
ProWine China is China’s leading international trade fair for wines and spirits, organised by Messe Düsseldorf Group in partnership with Food and Hospitality China (FHC). In 2017, there were more than 14,000 visitors attended, an increase of over 14 per cent from 2016. There were around 700 wines and spirits exhibitors from 33 countries along with 17 country pavilions and 3 region pavilions.
On the first two days of the fair, Wine Australia certified educators delivered tasting classes on key red and white varieties and diversified Australian Shiraz. The classes provided an opportunity for stand visitors to learn more about the history, key grape varieties and regions of Australian wine as well as their diversity. All the wines tasted at the on-site classes were showcased at the stands.
Wine Australia also worked with Sommelier Press, a leading sommelier-targeted influencer in China, to deliver a master class on Australian wine blends with Robert Geddes MW as presenter.
Australian wine was also championed at Wine and Spirits Education Trust (WSET) master classes on global Cabernet and Shiraz at ProWine and at a business forum on Women & Wine delivered by influential educators in China.
Australian exhibitors networked with local influencers and potential buyers, including representatives from wine media, educators, retail buyers, sommeliers and importers at a dinner attended by Australia’s Consul General in China Graeme Meehan.
Click here to read our media release for ProWein China 2017.