Global pavilions converge — an exciting edition ahead
Capturing market momentum: Germany and New Zealand spotlight white wine trends
Curated on-site activities: a high-value networking platform
Upgraded buyer engagement and synergy with FHC

Amid the ongoing evolution of the global wine and spirits market, ProWine Shanghai 2025 will return with its hallmark professionalism and trend-focused vision. The trade fair will take place from November 12 to 14, 2025 at the Shanghai New International Expo Center (SNIEC). As the leading international wine and spirits trade fair in the Chinese Mainland, ProWine Shanghai remains committed to offering exhibitors, trade buyers, and industry partners a one-stop platform for efficient business matchmaking, market insights, and resource integration—driving sustainable growth and value creation for the industry.

Global pavilions converge — an exciting edition ahead

ProWine Shanghai 2025 is set to welcome an impressive line-up of international and domestic pavilions, reflecting both its global influence and strong local relevance. Including Australian Wine Pavilion, Fundación Argentina para la promoción de inversiones, Advantage Austria, Wines of Brazil, the German National Pavilion jointly organized by BMEL and the German Wine Institute (DWI), Business France, Georgia National Wine Agency, California Wine Institute, Wines of Portugal, JETRO,  Development Agency of Serbia, The Slovenian Pavilion, organized by the Ministry of Agriculture, Forestry, and Food, four Spanish sub-regional pavilions: CATALONIA-PRODECA, Junta de Castilla y León, D.O. Toro, and IPEX Castilla-La Mancha, New Zealand Wine, Club Italy,  TASTE THE DIFFERENCE: Quality wines from the heart of Europe, Wines of South Africa and European Garnacha/Grenache Quality Wines.

On the domestic front, leading Chinese wine regions such as Ningxia’s Helan Mountain East Foothills Industry Park Management Committee will debut a joint pavilion featuring sub-regions across Ningxia. Exhibitor groups from Xinjiang, Shandong Yantai and the Young Generation Creative Wine (YGCW) pavilion will also be present, collectively highlighting the dynamism and diversity of China’s wine industry.

Capturing market momentum: Germany and New Zealand spotlight white wine trends

With evolving consumption patterns in China, ProWine Shanghai continues to act as a vital bridge for market insights. Demand for white wines has surged globally and particularly across Asia. Among them, German and New Zealand white wines are drawing growing consumer attention with their distinct styles and premium quality.

Germany will stage its largest-ever national pavilion at ProWine Shanghai, spanning 360 sqm with 51 exhibitors from 10 wine regions, showcasing hundreds of wines—including many making their debut in China. Riesling remains the hallmark, celebrated for its crisp acidity and vibrant aromatics. The popularity of white wines was reinforced during the German Wine Festival in Shanghai (August 22–24), where over 95% of wines presented were Riesling-driven whites, underscoring both consumer enthusiasm and category growth potential.

Meanwhile, New Zealand Winegrowers will present its largest delegation to date, expanding its exhibition footprint by nearly 200% compared with 2024. Over 30 wineries from Marlborough, Central Otago, and other core regions will highlight the country’s hallmark qualities—purity, diversity, and premium positioning.
“Business dining in China is shifting from traditional formalities towards efficiency and guest experience, creating opportunities for New Zealand white wines,” said Vanessa Wu, China Representative of New Zealand Winegrowers. Together, the German and New Zealand showcases exemplify the shifting dynamics of China’s wine market, where evolving lifestyles, dining habits, and consumption scenarios are reshaping opportunities. For global brands, ProWine Shanghai 2025 represents a timely gateway to capture these trends.

Curated on-site activities: a high-value networking platform

In addition to the exhibition, ProWine Shanghai 2025 will present a comprehensive program of masterclasses and industry forums. Highlights include a fine wine masterclass led by Patrick Schmitt MW, Editor-in-Chief of The Drinks Business; the continued collaboration with Prof. Li Demei, one of China’s most respected wine experts, to host the ProWine Industry Forum ,  themed “Wine Production and Consumption in China – Breaking Through: Insights from the Coffee Industry”. Global wine icon Penfolds, presenting its hallmark wines to illustrate the tradition and innovation. Adding to the diversity, a masterclass featuring award-winning wines from the Shangri-La highland region will shine a spotlight on China’s distinctive terroirs；the global membership-based wine club 67 Pall Mall, serving wine enthusiasts, will hold its first masterclass at ProWine Shanghai. Complementing these sessions, thematic tastings by D.O. Toro, the CIVB (Bordeaux Wine Council), Médoc Wines, as well as the German Federal Ministry of Food and Agriculture (BMEL) and the German Wine Institute (DWI) will further enrich the agenda, offering trade visitors a wide-ranging exploration of international and domestic wine excellence.

Upgraded buyer engagement and synergy with FHC

ProWine Shanghai leverages Shanghai’s status as an international trade hub while extending its reach into second- and third-tier cities across China. Through over 80 annual roadshows, the fair continuously deepens its nationwide footprint. For 2025, more than 500 key regional buyers will be invited directly, enabling exhibitors to connect with high-quality, targeted business partners.

ProWine Shanghai 2025 will once again be held concurrently with FHC Shanghai Global Food Trade Show, creating a powerhouse event across the wine, spirits, and food sectors. FHC 2025 is expected to feature over 3,000 exhibitors, 50+ international pavilions, and 180,000+ professional buyers from 100+ countries and regions. Joint synergies between the two fairs will amplify resources, expand distribution channels, and open new opportunities, unlocking tangible business prospects for participants.

ProWine Shanghai 2025 will be held from November 12–14, 2025 at the Shanghai New International Expo Center. For more information, please visit www.prowine-shanghai.com. We look forward to welcoming you on-site!