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ProWine China 2024 Shanghai

12-14 November 2024
12 - 14 Nov 2024 Shanghai
12 - 14 Nov 2024
Details &

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 2023 event marked the 10th anniversary of ProWine Shanghai and the return of global trade to China after COVID. This special edition of the three-day trade show attracted more than 27,000 guests; importers, distributors, suppliers and media from across China and abroad, marking an 81% growth from the previous year. With the event now back to full scale, and China once again a focus market for Australian exporters, we are seeking expressions of interest to return to Prowine Shanghai and embrace a Team Australia approach to the event with an Australian wine pavilion.

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. Supporting the exhibitors, the Australian wine pavilion will include a full schedule of master classes and proactive PR activity to further amplify the Australian wine message. 

Taking place from 12 – 14 November 2024, 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. 

Wine Australia seeks to ascertain appetite from exporters in participating in an Australian wine pavilion at ProWine Shanghai, and therefore determine whether there is enough interest to proceed with planning for the 2024 edition. If you are considering the China market, and are interested in being involved or learning more about this opportunity, please submit your expression of interest (EOI) by 28 June 2024.

Expressions of interest

  • Participants - Wineries interested in entering, or expanding their presence in China
  • Audience - Importers, distributors, hospitality, retail, sommeliers, media, high net worth consumers and wine & spirits enthusiasts.
  • Cost (AUD) - To be confirmed should the opportunity proceed
  • Exclusions - Airfare, accommodation, logistics, meals, sample transport

Please note: A minimum number of participating wineries will be required in order for this event to proceed, and costs will be determined if planning for the event progresses. 

A completed Expression of Interest does not constitute automatic acceptance into the event. Should a minimum number of wineries be reached, those interested will be contacted about next steps.

Expressions of interest for this event opened on 26 March 2024 and will close on 28 June 2024.  The event is being promoted to Australian wine businesses via the Wine Australia website and marketing newsletters.

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. 


Should you have any questions, please email

12 - 14 Nov 2024
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Shanghai New International Expo Centre(SNIEC), Shanghai, China