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ProWein moves to China


World China

ProWein moves to China

and will hold fair in Shanghai
in November

Messe Düsseldorf Group and China International Exhibitions, respectively organizers of the successful fairs Prowein and FHC China, ally to create ProWine China that is already fully booked.

This partnership started in 2012 on the fair FHC China, specialized in imported foodstuff, with the creation of the space ProWine Tasting Zone which met great success. This cooperation will be improved from 2013. The Hall Wines & Spirits will now be dedicated to ProWine China which will take place for the first time from November 13th to 15th and be held every year.

“We are delighted with this cooperation,” said Hans Werner Reinhard, Deputy Managing Director of Messe Düsseldorf and Chairman of Messe Düsseldorf Shanghai. “Messe Düsseldorf Shanghai and China International Exhibitions will join forces to implement the successful concept of Düsseldorf ProWein under the brand name ProWine China in order to establish it in China as the leading professional wine fair. The Chinese consumer market is based on domestic production but is increasingly opening up to the variety of international wines. Retailers in China need an event to help them serve this parallel demand – and that is exactly what ProWine China does.”

China will probably have the greatest demand for wines from all over the world from 2020. Considering this rapid (+20 % a year according to the World Luxury Association) and long-term growth, ProWine China opens the doors of the Chinese market to the suppliers of foreign wines. Nowadays Chinese wine consumers are eager for knowledge, want background information and like to experience new tastes and varieties. A true wine culture is appearing.

“We want to give all the wine-growing nations who have been represented for many years at ProWein in Düsseldorf the opportunity to get to know the number-one growth market in the world in a high-quality environment. ProWine China sees itself as an intermediary between Chinese wine merchants from throughout the country and producers from all over the world.

We want to provide a modern framework that enables to establish productive contacts and highly promising trade relations” Michael Degen, executive director of Messe Düsseldorf GmbH, and Brendan Jennings, general manager of China International Exhibitions Ltd, explain.

A varied supporting programme consisting of tastings and seminars will supplement the event. Focus will be set on the quality of the visitors. Through a rigid check, ProWine China wants to guarantee a professional audience.

Some weeks from the event, ProWine China is already fully booked and registers exhibitors from Argentina, Chile, Germany, Greece, Italy, Portugal, Spain, South Africa and Austria. Currently France represents the major participation. In the USA, the regions of Washington and California chose to exhibit their wines. The Chinese, Swiss and Turkish producers are also interested.

Thus this first edition 2013 seems already the place to be for the greatest vineyards of all around the world.

Pascale Tétot

Press contact:
Messe Düsseldorf GmbH, Press Office ProWine China Shanghai
Marius Berlemann –

In France: Promessa – Patricia Muller -