ProWine Shanghai

ProWine Shanghai is China’s leading international trade fair for wine and spirits, jointly organised by Messe Düsseldorf Group and Food and Hospitality China (FHC).

The 2024 event brought together 650 exhibitors from 32 countries and regions, with over 80% of international participants, attracting 20,860 trade visitors across importers, distributors, and HoReCa sector. In addition to the established presence of importers and distributors, the 2024 event saw further growth in buyers from HoReCa, retail chains, and second- and third-tier cities in China.

Registrations are now open for wineries to participate in ProWine Shanghai 2025 on the Australian Wine pavilion.

Please note: GACC Registration and labelling will be required for wine samples to be sent to China for this event.

Why participate?

ProWine Shanghai offers Australian wineries an opportunity to connect with influential Chinese importers, distributors, wholesalers and media to drive awareness and increase export sales of Australian wine. Exhibitors on the Australian wine pavilion will be further supported by proactive PR activity to further amplify the Australian wine message.

Your business can benefit from participating in this important commercial program by: 

• leveraging a powerful national platform to connect your brand with influential Chinese importers, distributors, wholesalers and media
• showcasing your premium Australian wines, whether these be available in market or new-to-market, and generating genuine and valuable business leads
• telling your brand story, and showing how your product fits the opportunity
• familiarising yourself with the China market of today; identifying opportunities for your brand, and getting feedback from trade
• cultivating a deeper understanding of China’s business landscape and culture, and
• extending your own marketing investment by aligning with a greater category-building program presented and supported by Wine Australia.

Participation criteria

Wineries seeking to participate must comply with the following eligibility requirements:

• Wineries must have an export license and exporter ID.
• Wineries must have a registered ABN.
• Winery brand wines only. No private labels, bulk wines, export only label, or ‘buyers own brands’ products.
• Brands must be able to demonstrate reasonable, well-established existing sales in Australian domestic market.
• Brands and SKUs must be available in the markets, or, if not available in market, new-to-market and “export-ready”. In this respect, “export ready” means that the Participant, brand, SKUs and labels are compliant with relevant applicable laws/requirements of Australia and destination markets (including as regards relevant mandatory compositional, labelling or registration requirements – including GACC registration so as to enable the lawful export/import/sale of the relevant products in China.
• Preference is for wineries with wide portfolios that have a strong brand story and unique selling proposition (USP) relative to other comparable brands.
• A previous track record of strong scores (90+pt) from publications such as James Suckling, Decanter and James Halliday are preferred but not required.
• A clear (and resourced) export development strategy for the China market.
• Participation may be subject to a maximum number of tables. Austrade will represent applicants fairly and endeavour to meet all space requests.
• Participation is at the discretion of Wine Australia. Wineries considering China as an export market should be clear on the realities of doing business there. It's highly recommended to view the China Market Updates page and the China Export Market Guide prior to registering interest.