· Opening New Horizons: Synergy between policy dividends and emerging channels to unleash market potential.

·In-depth Connectivity: Multi-scenario penetration with full-chain coverage of professional trade buyers

·Innovation-Driven: Upgraded exhibition areas and fresh debuts to continuously stimulate market vitality.

As a global benchmark for the wine and spirits industry, ProWein Düsseldorf 2026 enters a new stage of development under the theme “Shape, Create, Elevate.” Its leading trade fair in mainland China—ProWine Shanghai 2026—will closely align with this vision and make a grand return with a refreshed identity. The event will take place from November 10 to 12, 2026, at the Shanghai New International Expo Centre. With the upgraded concept and new slogan “Vision Meets Business,” the show will unveil a renewed color palette and enhanced visual identity, bringing comprehensive innovations across key visuals, spatial design, and experiential settings. Staying true to its professional roots, ProWine Shanghai 2026 will join hands with global industry players to explore sustainable growth pathways amid market transformation through a more modern and professional exhibition experience.

Opening New Horizons: Synergy between policy dividends and emerging channels to unleash market potential.

The Chinese wine market is currently in a phase of structural adjustment, with evolving industry patterns and consumer demands. Only by actively seeking change and keeping pace with scenario iterations can businesses accurately capture new market opportunities.

New dividends in bilateral trade are allowing premium global wines to enter the Chinese market at lower costs. Starting May 1, 2026, China will implement a zero-tariff policy for all 53 African countries with which it has diplomatic relations. This means the tariff on South African wine will drop from the 14% MFN (Most Favored Nation) rate directly to 0%. Similarly, tariffs on Serbian wine exports to China are decreasing annually, reaching 0% by 2028. More high-quality wines from diverse origins will enter China with a more competitive edge, creating unprecedented access advantages for exhibitors.

Upgraded consumption philosophies are restructuring the wine market, driving drinking scenarios toward daily, personalized, and healthy choices. Habits are shifting from traditional, social-heavy consumption to "light drinking," self-pleasure, and diverse options. Guo Minghao, founder of Zhijiu Studio, noted:

"The upgrade in consumption concepts is driving a structural transformation. Drinking scenarios are becoming more daily and personalized. White wine is increasingly favored for its refreshing taste and food-pairing versatility, reflecting a trend toward internationalized and lighter palates. Meanwhile, non-alcoholic/low-alcohol wines are rising rapidly to meet health demands, and sparkling wine has become a hit for gatherings due to its sense of ritual."

Emerging channels, represented by Instant Retail and Boutique Supermarkets, are disrupting traditional distribution models. Platforms like Waitma (Whale Wine) and Jiu Xiao Er utilize front-end warehouses and localized delivery to meet fragmented, real-time consumer needs. Boutique supermarkets like ALDI and Sam’s Club, acting as a new generation of importers, leverage direct sourcing and supply chain integration to offer high-quality, cost-effective selections.

Regarding these shifts, the China General Manager of Dr. Loosen stated: "Instant retail is redefining the distance between wine and consumers. During the Spring Festival, Dr. Loosen’s exclusive launch of the 'Lucky Horse Commemorative Edition' Riesling with Waima was a vivid reflection of this industry change." These channels help traditional wine companies reach Gen Z and lower-tier markets, accelerating the industry's evolution toward being more youthful and accessible.

In-depth Connectivity: Multi-scenario penetration with full-chain coverage of professional trade buyers

To help exhibitors connect precisely with professional buyers, ProWine Shanghai 2026 is expanding its marketing approach from point-based to comprehensive coverage.

Urban penetration and market deepening will continue to accelerate. In 2026, the show will host over 70 city roadshows across more than 60 key cities, extending further into emerging markets such as Datong, Taiyuan, Weihai, Xining, Rizhao, Nantong, Zhoushan, Yueyang, and Zhangjiajie. By combining forward-looking market insights with localized resource integration, the event will effectively connect global wines with China’s multi-tiered market demand, ensuring precise matchmaking between exhibitors and professional buyers including importers, distributors, F&B operators, and new retail channels.

Scenario-based promotion will also break traditional boundaries, shifting from conventional tastings to lifestyle-driven experiences. Through immersive formats such as outdoor camping and yacht salons, wine tasting will be integrated with modern social culture, offering more dynamic and engaging consumption demonstrations that bring brands closer to the market.

Innovation-Driven: Upgraded exhibition areas and fresh debuts to continuously stimulate market vitality.

A new Fine Wine Club zone will debut, combining branding and sales to attract high-end buyers and enthusiasts. Through immersive tastings and efficient matchmaking, it will stimulate consumption and support rapid sales conversion, while also fostering long-term brand building and channel development.

Building on the popular blind-box interactive area from ProWine Shanghai 2025, the 2026 edition will introduce enhanced immersive thematic zones. These include a relaxed campsite-style tasting area that aligns with outdoor social trends and showcases youthful wine selections. By integrating wine into everyday consumption scenarios, the exhibition will deliver a more approachable and vivid professional tasting experience.

ProWine Shanghai 2026 will be held from November 10 to 12, 2026, at the Shanghai New International Expo Centre. For more information, please visit www.prowine-shanghai.com. We look forward to welcoming you again for this grand event.

Concurrently, the 29th FHC Shanghai Global Food Trade Show will also take place. As one of Asia’s most influential food and hospitality exhibitions, FHC will gather over 3,000 exhibitors from more than 50 countries and regions under the theme “Selected Delicacies, Global Taste,” covering the entire industry chain from ingredients and beverages to bakery and catering equipment. The event will focus on professional trade matchmaking, attract high-level procurement decision-makers, and host sourcing events, business matching sessions, overseas networking, industry forums, competitions, and new product launches—building an efficient bridge for global food and beverage businesses entering the Chinese market.