A diverse, inclusive global exhibitor lineup: core wine-producing countries deepen their commitment while emerging regions and specialty categories make their debut
Full-Cycle Buyer Ecosystem Cultivation: Year-Round Regional Penetration from Strategic Core Markets to Untapped Growth Territories
Cross‑Industry Channel Synergies: ProWine Shanghai partners with FHC to connect with multifaceted consumption scenarios
Against a backdrop of rapid shifts in the global wine and spirits market and continued evolution in China's consumption structure, ProWine Shanghai 2026 will open as scheduled on November 10 - 12, 2026, at Shanghai New International Expo Centre (SNIEC).
Today, domestic and international wine and spirits brands need more than a platform to showcase products — they need an efficient trade platform that connects them precisely with professional buyers, penetrates regional markets, and broadens multiple distribution channels. Drawing on years of industry expertise and forward-looking insight, ProWine Shanghai 2026 continues to bring together premium wine and spirits resources from around the world. Through year-round professional buyer engagement, deep regional market cultivation, and cross-industry channel collaboration, the exhibition is building a more targeted and effective pathway for exhibitors to connect with the China market — driving high-quality development of China's wine and spirits industry through efficient trade matchmaking and professional services.
A diverse, inclusive global exhibitor lineup: core wine-producing countries deepen their commitment while emerging regions and specialty categories make their debut
ProWine Shanghai 2026 has drawn active participation from industry organizations and national pavilions representing major wine and spirits-producing regions worldwide. Core producing countries continue to invest, emerging regions and specialty categories are making their first appearance, and a number of longtime partners are returning — together forming a more diverse exhibitor lineup. This reflects both ProWine Shanghai's growing international appeal and the global industry's continued confidence in the long-term value of the China market.
Confirmed overseas pavilions to date include: the Austrian Wine pavilion (ADVANTAGE AUSTRIA); the German national pavilion, jointly organized by the German Federal Ministry of Food and Agriculture (BMLEH) and the German Wine Institute (DWI); Business France; the Georgia National Wine Agency pavilion; the California Wine Institute pavilion; the Development Agency of Serbia pavilion; Wines of Portugal; Club Italy, New Zealand Winegrowers; and Wines of South Africa, among others. Spain also maintains a strong presence, with pavilions including Catalonia's agri-food promotion agency (CATALONIA-PRODECA), Wines from Castilla y León, D.O. Toro, D.O. Yecla, and D.O.Ca. Rioja, all set to appear at this year's exhibition.
At the same time, a group of new pavilions with distinctive regional and cultural identities are actively entering the China market. This year, the Andong Soju Association, the Korean Traditional Liquor Export Association, Spain's D.O. Yecla, and the Albanian Investment Development Agency will exhibit as national pavilions at ProWine Shanghai for the first time. Beyond introducing new countries and regions to the exhibition, these exhibitors bring traditional Asian distilled spirits, boutique Mediterranean wines, and other culturally distinctive, highly identifiable products — further expanding the sourcing horizons of China's professional buyers.
Commenting on Albania's participation, Ms. Laura Plaku, Executive Director, Albanian Investment Development Agency (AIDA) stated:
“As a dynamic and rapidly growing market, China offers significant opportunities for international wine producers. Marking Albania’s first national participation at ProWine Shanghai 2026, we are proud to showcase a selection of high-quality Albanian wines, shaped by our distinctive Mediterranean terroir and rooted in more than 3,000 years of winemaking tradition. This exhibition provides an important gateway for a new generation of Albanian winemakers to connect with Chinese importers and distributors, build long-term business partnerships, and introduce the authentic character and unique identity of Albanian wine to the Chinese market, while further strengthening trade and economic cooperation between Albania and China.”
The arrival of these debut pavilions shows that, amid increasingly diverse market demand, the China market continues to hold strong appeal for boutique wine regions, culturally distinctive spirits, and differentiated products. For smaller-scale wine and spirits brands with a distinct regional identity, the China market is gradually moving beyond mass-market products alone, opening up more segmented channel and consumption opportunities.
Several "old friends" are also returning on-site. Wines of Moldova will once again take part, further restoring and expanding its connection with the China market. The Champagne Lounge will return with a diverse range of Champagne brands, while Dragon Phoenix Wine Consulting will present a series of masterclasses and themed sessions covering market trends, regional knowledge, and professional tastings — further enriching the show's professional content offering.
From the continued commitment of traditional core producing countries to the debut of emerging regions and specialty categories, to the confident return of past exhibitors, ProWine Shanghai 2026's international lineup is taking shape as a more diverse, segmented, and layered structure. This evolution reflects not only the global industry's judgment of the long-term value of the China market but also underscores a core need across the industry today: helping wine and spirits brands of different sizes, categories, and market stages find the right channels and partners for their development in China.
Full-Cycle Buyer Ecosystem Cultivation: Year-Round Regional Penetration from Strategic Core Markets to Untapped Growth Territories
The value of ProWine Shanghai extends well beyond the concentrated three days of exhibition and trade matchmaking — it lies equally in year-round, cross-regional market activities that continuously reach, qualify, and build a base of high-quality buyer resources. From core markets in northern China to fast-growing regional cities, ProWine is steadily building a nationwide network of professional buyers with broader coverage and deeper connections, bringing more targeted and commercially valuable trade visitors to the November exhibition.
On June 26–27, ProWine Beijing 2026, a hotel-based presentation, was successfully held in Beijing. Over the course of a day and a half, the presentation brought together nearly 60 exhibitors, multiple industry organizations, and more than 100 brands, drawing over 1,500 professional visitors from North China, and other key markets — including importers, distributors, HoReCa procurement professionals, and trade media. Concurrent masterclasses covered various regions, categories, and market trends, offering visitors multiple opportunities for tasting, knowledge exchange, and business networking.
As a key part of ProWine's year-round buyer engagement, the Beijing hotel fair further strengthened connections with importers, distributors, and hospitality channels in northern China. Through follow-up outreach, content engagement, and trade matchmaking, the professional buyer resources built through this regional event will continue to feed into ProWine Shanghai 2026 in November — creating further opportunities for exhibitors to expand into northern markets and cross-regional channel partnerships.
Beyond the core northern market, this year's ProWine city roadshows have also been upgraded in both format and regional coverage. Tailored to the market characteristics and business networking habits of different cities, these events now go beyond traditional product showcases, adopting more engaging and interactive formats to boost participation among local distributors, restaurant operators, and industry key opinion leaders.
In cities such as Xiamen and Sanya, roadshows have incorporated formats like summer evening gatherings, yacht salons, distinctive dining experiences, and interactions with industry influencers — blending product showcases, tastings, and business networking into local consumption and dining scenes. This scenario-based event design not only enhances the visitor experience but also fosters more natural, in-depth engagement between brands and local buyers.
At the same time, the roadshows have accelerated their reach into lower-tier markets, making first-time visits to cities including Dandong (Liaoning), Yangjiang(Guangdong), Pingtan (Fujian), and Zhangjiajie (Hunan) — tapping into the growth potential of third- and fourth-tier and emerging coastal markets, and precisely connecting with a broader base of quality local professional buyers. This has significantly increased coverage density in lower-tier regions, effectively reaching and engaging more high-loyalty, high-potential professional buyers, and strengthening the nationwide buyer ecosystem.
Mr. Josh Gu, Project Director of ProWine Shanghai, remarked: "The city roadshows are not merely an extension of the exhibition floor — they are one of our primary ways of reaching theemerging market of wine consumption across China. Lower-tier markets are not secondary markets; they are fertile ground for growth. Through customized, immersive formats and deeper penetration into these markets, we aim to precisely connect the world's most cutting-edge products with the professional buyers closest to the ground — injecting a steady stream of vitality and commercial energy into the industry."
Cross‑Industry Channel Synergies: ProWine Shanghai partners with FHC to connect with multifaceted consumption scenarios
From November 10–12, 2026, ProWine Shanghai will once again be co‑located with FHC Shanghai Global Food Trade Show at the Shanghai New International Expo Centre. As two of Asia's most influential flagship trade events, this renewed collaboration goes beyond simply combining exhibition scale — it represents a major integration and ecosystem‑building effort spanning the entire wine and spirits, food, dining, and hospitality value chain.
The 29th edition of FHC Shanghai will span an expansive 200,000 square meters, with 15 exhibition sectors covering the full food and beverage industry chain. The show is expected to draw more than 3,000 exhibitors from over 50 countries and regions worldwide, along with over 180,000 professional buyers from more than 100 countries and regions — providing richer channel touchpoints for wine and spirits products entering the dining, hospitality, and retail sectors.
Amid the broader trend of pairing food and wine as inseparable elements of dining culture, the collaboration between ProWine Shanghai and FHC delivers precise complementarity and shared traffic across buyer ecosystems: wine and spirits professional buyers and food, hospitality and catering procurement decision‑makers converge in the same venue, connecting upstream and downstream segments of the industry chain — from production to distribution, and from professional tastings to end‑consumption scenarios covering wines, food and wine‑pairing snacks — all in one place. With both shows running concurrently, wine and spirits products extend beyond professional showcasing and tasting into real‑world applications such as wine‑pairing snacks & food pairing, banquets, mixology, and retail — giving exhibitors access to a broader base of purchasing decision‑makers and a clearer path to market.
ProWine Shanghai 2026 will take place from November 10‑12, 2026 at the Shanghai New International Expo Centre. For more information, please visit www.prowine‑shanghai.com. We look forward to meeting you at the show!
