• 630 exhibitors gathered, showing steady growth amid structural adjustments; white wines in the spotlight

• Record number of Chinese wineries showcasing diverse terroirs and vibrant industry potential

• Themed Zones, Creative Experiences, and F&B Linkages: A Multi-Dimensional Strategic Upgrade Leading the Industry.

SHANGHAI, November 2025 – ProWine Shanghai 2025, the premier trade fair for the professional wine and spirits industry in mainland China, successfully concluded at the Shanghai New International Expo Centre on November 14th. The event brought together leading domestic and international wineries and industry partners, establishing a highly effective platform for trade and dialogue while injecting new perspectives and inspiration into the market. Through a rich program of specialized masterclasses and thematic forums, the fair further advanced knowledge sharing and conceptual innovation within the sector, solidifying its central role and sustained influence in shaping the industry's development.

630 exhibitors gathered, showing steady growth amid structural adjustments; white wines in the spotlight

ProWine Shanghai 2025 attracted approximately 630 exhibitors from 29 countries and regions, with international exhibitors constituting over 75%, underscoring the event's robust global appeal. It welcomed a significant number of 21,590 professional visitors, with an increasingly diversified buyer profile and markedly enhanced cross-regional engagement. Official data revealed that 51.2% of registered visitors were from outside Shanghai, further affirming ProWine Shanghai's nationwide reach and platform value.

Notable trends emerged from the visitor composition: beyond traditional importers and distributors, there was a continued rise in professionals from specialized channels including hotels, traditional catering, and emerging bistros, reflecting segmentation and diversification at the consumption end. Simultaneously, alongside channel evolution, a noticeable increase in visitors involved in e-commerce and instant retail highlighted this group's growing importance.

Significantly, ProWine Shanghai effectively extended its regional market penetration by organizing nearly 100 city roadshows across China. The proportion of registered buyers from third- and fourth-tier cities saw further growth this year, demonstrating the fair's unique strength in connecting multi-tiered market demands and fostering overall industry resource integration.

Frank Schindler, Director ProWein Düsseldorf, remarked:“Having seen ProWine Shanghai up close, I’m genuinely impressed by how effectively it brings the industry together at a time of global transition. Across the wine and spirits sector, shifting consumer habits, cost pressures, and an ongoing supply-demand imbalance are forcing all players to rethink their strategies and stay agile. What stands out in Shanghai is the way the fair creates meaningful connections — offering producers the visibility they need and giving buyers access to relevant, high-quality portfolios. This year’s steady exhibitor participation and the strong engagement from professionals across China reflect not only the market’s resilience but also the trust the industry places in this platform.”

Ian Roberts, Vice President of Informa Markets Asia Pacific, stated:
"We are witnessing a clear broadening and blending of industry boundaries. This year, the active participation of premium catering, high-end retail, and food importers from FHC injected fresh vitality into the sector. This strongly validates our unique integrated 'Fine Drinks + Fine Food' platform strategy, which not only meets the market's demands for efficiency and innovation but also unlocks new growth perspectives for the broader food and beverage landscape."

The 2025 edition featured the active involvement of 26 national and regional pavilions and wine-producing regions. Key wine-producing nations including Argentina, Australia, Austria, Brazil, China, France, Georgia, Germany, Italy, Japan, New Zealand, Portugal, Serbia, Slovenia, South Africa, Spain, and the United States. Their continued participation highlights the global wine industry’s confidence in and commitment to the Chinese market. This international presence underscores ProWine Shanghai’s professional influence in global wine and spirits trade and its role as a vital link connecting producers and professionals worldwide.

The wine market, both globally and in China, is currently in a phase of profound transformation — shifting from volume-driven expansion to quality-focused growth. Amid these adjustments, white wines have emerged as the standout category. Varieties such as Riesling and Sauvignon Blanc, known for their crisp freshness and food-pairing versatility, have captured the attention of young consumers and professional buyers alike, gradually reshaping China’s traditionally red wine-dominated landscape.

Despite ongoing market recalibration, ProWine Shanghai 2025 showcased strong confidence and vitality. The German and New Zealand pavilions achieved record-breaking participation in both exhibitor numbers and floor area, ranking among the most prominent highlights of the event.

Germany presented 57 exhibitors, including 51 under the national pavilion, marking its largest-ever representation — a clear testament to the growing popularity of Riesling and Germany’s long-term commitment to the Chinese market.

Similarly, the New Zealand pavilion saw a significant expansion compared with 2024, featuring boutique wineries from Marlborough and Central Otago that demonstrated the country’s premium quality, diversity, and purity.

Charlotte Read, Brand General Manager of New Zealand Winegrowers, said: “We view our participation at ProWine Shanghai as a key element of our strategic focus in the China market . New Zealand wine is seeing an exciting phase of growth in the China wine market with the increasing love from Chinese wine lovers for refreshing wine wines.   ProWine Shanghai provides an efficient, professional, and influential platform for us to connect with trade buyers and consumers. The increasing engagement of our wineries through this event reflects our confidence in the future growth of the Chinese wine market.”

Record number of Chinese wineries showcasing diverse terroirs and vibrant industry potential

ProWine Shanghai continues to champion the story of Chinese wines. This year, the number of domestic exhibitors reached an all-time high of 93 wineries, representing a flourishing and diverse landscape.

For the first time, the Helan Mountain East Foothills Wine Region Administrative Committee led a joint pavilion showcasing the synergy and collective development of its sub-regions. Wineries from Xinjiang, Yantai (Shandong), and the innovative YGCW (Young Generation China Wine) alliance also made strong appearances. Notably, Dameiyong Winery from Tibet made its debut, illustrating the remarkable diversity of China’s wine-producing regions.

A highlight on site was the Shangri-La Highland Terroir Masterclass, led by veteran wine marketer Guo Minghao alongside six distinguished winemakers from the Shangri-La Plateau region. The session unveiled the unique terroir of the area and showcased the purity and depth of its wines.

Su Bin, President of the Xinjiang Wine Association, stated: "After years of development, the quality of the Chinese wine industry has achieved leapfrog progress, with regional styles increasingly forming distinct systems and international influence growing steadily. As a key strategic wine-producing region nationally, Xinjiang, leveraging its unique climatic resources and pristine ecology, has established its '4+2' regional framework. Currently, we are focused on driving the quality upgrade and transformation of the Xinjiang wine industry: strengthening scientific and technological support and optimizing variety layout; deepening the integrated development of 'Wine + Culture & Tourism' to foster characteristic winery clusters; and building a comprehensive brand system."

Another widely acclaimed session, co-hosted by Professor Li Demei and Zhang Jing, Co-founder and Chief Winemaker of Helan Qingxue Winery, celebrated the winery’s 20th anniversary through a tasting titled “Helan Breeze, Witnessing Helan Qingxue”. This session not only reflected on two decades of progress in Chinese winemaking but also offered an inspiring look at its promising future. A highlight of the masterclass is the participation of five Masters of Wine (MW), each conducting their own masterclass. This esteemed group will deliver a range of in-depth perspectives for trade visitors, powerfully underscoring ProWine Shanghai 2025's industry authority and depth of expertise.

Professor Li Demei commented: “The Chinese wine market is entering a pivotal stage of transformation — evolving from an emerging market with vast potential into a more mature, diverse, and knowledge-driven arena. Consumers today seek authenticity, terroir, and craftsmanship over labels and price. From Ningxia to Shandong, from Xinjiang to Yunnan, every region has developed its own distinctive character. This diversity is the foundation for the sustainable growth of China’s wine industry, and ProWine provides the perfect stage to showcase this new face of Chinese wine.”

Themed Zones, Creative Experiences, and F&B Linkages: A Multi-Dimensional Strategic Upgrade Leading the Industry.

In response to evolving consumer demands, ProWine Shanghai adopted a more forward-looking approach. By establishing three dedicated thematic zones – the Champagne & Sparkling Zone, the ProWine Zero Bar (focusing on no-and-low alcohol), and the ProWine Bar (focusing on spirits diversity) – the fair strategically evolved from "broad showcasing" to "in-depth empowerment." These zones mark a strategic upgrade from broad exhibition to targeted empowerment, designed to support niche segments with tailored solutions and create new opportunities for exhibitors and buyers alike.

To enhance the visitor experience, the show also debuted the ProWine Souvenir Hub, blending culture and creativity through playful blind boxes and branded merchandise — engaging the younger generation while adding warmth and vibrancy to the professional atmosphere.

Beyond the exhibition halls, ProWine in the City extended the show’s influence into Shanghai’s dining and nightlife scene, collaborating with restaurants and bars to bring wines closer to consumers’ everyday experiences — embodying ProWine’s ongoing commitment to industry collaboration and shared growth.

Ma Xiuhui, a professional buyer from Fengyuan Supply Chain Management Co., Ltd. (Jilin Province) , praised ProWine Shanghai 2025: “The experience far exceeded expectations. The masterclasses were rich in content, and the exhibition gathered wineries and brands from across the world. It’s an incredibly efficient and professional platform that facilitates in-depth networking across the entire industry chain — a must-attend event for everyone in the trade.”

Moving forward, ProWine Shanghai will continue to leverage its global network to foster sustainable development and innovation in China’s wine and spirits market. As brand awareness strengthens and consumer demand diversifies, the industry is entering a new phase of focus and maturity.

ProWine Shanghai 2026 will return to the Shanghai New International Expo Centre from November 10–12, 2026. ProWein 2026 is scheduled for March 15-17, 2026, in Düsseldorf, Germany.

For more information, please visit www.prowine-shanghai.com. We look forward to welcoming you back to Shanghai to celebrate the boundless possibilities of the global wine and spirits industry together.