ProWine China is China’s leading international trade fair for wine and spirits, jointly organised by Messe Düsseldorf Group and Food and Hospitality China (FHC).
This year (2020) marked Wine Australia’s sixth year participating in ProWine China. The three-day trade show attracted more than 22,000 importers, distributors, suppliers and media from across China.
Australian wines shined at ProWine China 2020. Twenty-six Australian wine exhibitors featured nearly 40 Australian wine brands from 11 wine regions. The Australian wine pavilion included a full array of in-person wine tastings, master classes and a virtual tasting program for key trade media in China.
In 2020, Wine Australia needed to remain agile and adjust many of our marketing activities to manage the risk associated with the COVID-19 pandemic. Our first priority was people’s wellbeing and we therefore delivered ProWine China 2020 in a modified format so we could still maximise our engagement in the China market. Please read more about the modified presence at ProWine China in the FAQs.
Proactive PR activity and onsite Australian wine education further amplified the Australian wine message.
Wine Australia’s presence at ProWine China 2020 was supported by the Australian Government’s $50 million Export and Regional Wine Support Package.