ProWine China 2018

Wine Australia is organising a national pavilion, partnering with wineries and importers to showcase a diverse range of Australian wine to the China market.
ProWine China 2018 13 - 15 Nov 2018
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Shanghai New International Expo Centre (SNIEC) Hall W4, 4P01 (4P10 if extension is needed) $6800.00

ProWine China is a China’s leading international trade fair for wines and spirits and is organised by Messe Düsseldorf Group in partnership with Food and Hospitality China (FHC). In 2017, nearly 700 wine exhibitors from 39 countries or areas and 20 country or regional pavilions hosted around 14,219 trade visitors during the 3-days exhibition, 14.3% up compared to that of 2016, with trade visitors from outside of Shanghai representing 50.1%. And the trade visitors are mostly importers, distributors, wine and spirits merchants as well as food and beverage managers.

Based on the positive feedbacks from Australian exhibitors in the previous years from 2015 to 2017, Wine Australia will host an Australian pavilion at ProWine China for the fourth year, which will support our positioning as a premium wine producer and a highly developing wine exporting country to Chinese market. ProWine China is advantaged by ProWein’s recognition internationally and Food & Hospitality China’s long lasting local reach for attracting trade and buyers from both home and abroad.
The Wine Australia branded pavilion will be expanded to approximately 308sqm, with a dedicated area for daily tasting classes on day one and two. A group networking event on day one will be organized with some key media, educators, key opinion leaders and trade guests invited to further facilitate networking and potential business opportunities.


Registrations for this event are now closed.

Registrations opened 1 May 2018 and closed 31 July 2018.

This event was promoted to Australian wine businesses between the above period via the Wine Australia website, marketing newsletters and regional communications.

For any further questions about registrations, please contact Kevin Pan on

Payment received by: TBC

  • Brands (new to market)                            
  • Brands (existing in market)
  • Importers
  • Regional body can organise a group of exhibitors to exhibit in the show to showcase the regional branding.                               
  • States: State can organise a group of exhibitors to exhibit in the show.               
  • Educators
  • Media
  • On-premise trade        
  • Off-premise trade
  • Importers and distributors
Cost (AUD ex GST)

$6,800 - Per booth (including an exhibiting table, a showcasing rack with signage, shared meeting section, storage space and necessary facilities such as glassware, spittoon and ice-bucket.)

Please refer to our Terms & Conditions and Special conditions below.

What do you get for your investment?

  • Direct marketing support       
  • Event management by Wine Australia
  • Exhibitor space 
  • Glassware
  • Marketing materials
  • Photography
  • Public relations and social media support by Wine Australia
  • Signage (with winery brand name only)    
  • Spittoons
  • Theming

What does success look like?

Participating in this event may help you and your brand:

  • Find an importer
  • Generate new business leads – on-premise
  • Generate new business leads – off-premise
  • Network with influential trade 

What have others said about the event?

“I have new orders in the system already and following up with over a dozen new potential trade partners spanning all over China. It’s been a very successful event and I felt it had the same flow and energy as ProWein Germany which has been excellent to us for over 6 years in a row. I will be back next year for sure.”
- Brian Lamb, Director of Sales & Marketing of Paxton Wines.
“[I was impressed by] the quality of the buyers and their awareness and eagerness towards premium quality Australian wine.”
- Penny Lamb, Sales Manager of Penny’s Hill Wines.
“Our distributor received 80+ contacts from visitors who tried our wines and we received distribution interests from Taiwan and Thailand wine merchants.”
- Laurence Lau, Regional Director of Taylors Wines 

“The quantity of visitors has a significant improvement from last year. I met multiple distributors from outside of the Shanghai region. Many of them are from Northeast of China, which is very impressive.”
- Swenson Su, Sales & Marketing Manager of d’Arenberg 

“[It was] great exposure to F&B’s and sommeliers.”
- Grant Bellve, International Manger of Tyrrell’s Wines
“[The show] was full of very sophisticate knowledgeable people.”
- Stuart Pierce, winemaker of Harvey River Estate.

Special conditions

  • Fine wine focus
  • Limited SKUs up to 10 SKU per booth                           
  • Participants 20 minimum
  • Participants 35 maximum
  • Regional focus
  • Winery brand wines only (no private labels, no bulk wines, no export only label, etc.)
  • Existing sale in Australian domestic market
  • At least one wine from each brand to-be-showcased has received 90 points and above from reputable third-party endorsers, like James Halliday or equivalent
  • Wine Australia will make the final selection decision.

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