PROWINE SHANGHAI 2024

PRODECA - DACC is organising the group participation of companies at the PROWINE SHANGHAI 2024 trade fair, to be held in Shanghai (China) from 12 to 14 November.

TRADE FAIR DETAILS

This is the eleventh edition of ProWine Shanghai (formerly Prowine China), a trade-only fair held in Shanghai as part of FHC, Food & Hotel China, China's leading food and hospitality fair.

Organised by Messe Düsseldorf China and China International Exhibitions (CIE), it is one of the most important business-contact platforms for the wine sector in Asia.

Figures from the 2023 edition

The last edition saw the largest participation in its history, with 27,363 visitors (48.20% Shanghai, 51.80% from the rest of China). This represents 81.7% growth on the 2022 edition.

It featured more than 660 exhibitors from 32 countries/regions taking part, an increase of more than 45% on the previous edition, with international exhibitors accounting for over 75% of the total.

Visitor profile

This event is aimed exclusively at wine and spirits professionals, who attend, among other reasons, to find a new supplier and place new orders (44%), look for new products (16%) or strengthen relationships with suppliers and partners (7%).

Visitor types include importers and distributors, shops and supermarkets, wholesalers, restaurants, hotels and bars, consultants and wine sector services, producers and catering.

Most come from mainland China: Shanghai, Sichuan, Hainan, Guangdong, Shandong, Beijing and Liaoning, as well as from Mongolia and Macau.

MARKET DATA

The Chinese market is the world's 6th largest wine consumer by volume (1,124 million litres in 2023) and the 2nd largest market by value (€31,399m) after the USA.

Although consumption per capita is low (0.8 litres), it should be borne in mind that, of its more than 1.4 billion inhabitants, the Asian giant has 900 million high-income urban residents and an estimated 52 million regular wine consumers.

The average unit purchase price rose 4% in value terms although total sales value and volume fell by close to 2% between 2022 and 2023.

China remained the world's 7th largest wine importer in 2023 and more than 65% of consumption is imported wine, with the market's main suppliers by value being Australia, France, Chile, Italy and Spain.

For Chinese consumers, drinking wine is associated with a better standard of living, especially among the emerging middle classes. Since 2021, according to Chinese customs, the number of wine importers in China has fallen because of competition between them, with almost a third ceasing to trade, amounting to a self-correction of supply.

The HORECA channel has been recovering, prompting a shift towards sales in physical retail, where red wine plays an important role in social and festive gatherings. Online channel sales continue to grow, helped by consumers' at-home habits.

In 2023 red wine accounted for 73.87% of sales by volume and 71.13% by value, followed by white (22.32% by volume and 23.31% by value), rosé (2.45% by volume and 3.04% by value) and sparkling (1.36% by volume and 2.52% by value).

Sparkling wine is the most dynamic wine product and, although it still accounts for a very small share of overall wine sales, its volume and value growth rates continue and will continue to outstrip all other wine categories. Indeed, the number of sparkling wine brands keeps growing; it is a wine consumed mainly in high-end bars and restaurants and at parties, and bought above all by younger generations.

Forecasts for the next 5 years, according to Euromonitor International Ltd data, indicate that sparkling wine will see a strong upturn, with estimated growth of almost 56% in value and 39% in volume on 2023. For other wines, a 10% fall in volume and a 4% rise in value are forecast; an estimate consistent with consumers placing increasing value on wine, as the sustained growth in average price indicates.

ORGANISATION OF THE STANDS

Prodeca provides Catalan companies with an exhibition space under the Catalonia brand, with the aim of supporting the commercial promotion of this sector.

Forms of participation

• Individual stand

Participation is envisaged with an individual 9 m2 stand, with storage, table, 4 chairs, counter, fridge and product display space (display cabinet or shelving, depending on final design).

Stand adaptations and graphics

Prodeca will deliver the stands with basic decoration, harmonised across all stand types.

If an exhibitor needs furniture or services not covered by the terms of the call, they must notify Prodeca for approval and bear the cost.

Under the individual stand option, exhibiting companies may, if they see fit, adapt their stand with other promotional material (vinyls, pull-up banners) — items that can be attached but not nailed — provided they notify Prodeca in advance and bear the installation work and/or costs.

If the exhibiting company chooses to adapt its stand, this may in no case affect the basic identifying graphic elements (the company's graphics, the Catalonia image).

COST OF PARTICIPATION AND HOW TO REGISTER

• Individual 9 m2 space: €3,700 + 21% VAT = €4,477

Companies interested in taking part must complete the registration form and send it to Prodeca together with payment or proof of payment of the registration fee.

Company registrations will be accepted until the space contracted for this fair is fully allocated. Prodeca's general acceptance criterion applies: order of arrival of registrations.

A draw will be held to allocate the exhibitors' locations within the stand.

Companies wishing to opt for a corner may do so for a cost of €200 + VAT.

A minimum number of registered companies is required for the activity to go ahead. Should this number not be reached by the stated deadline, the amounts paid would be refunded.

ADMISSION CRITERIA

Companies meeting the following may be admitted:

• Catalan producers of wine, sparkling wine or other Catalan wine products.
• Catalan producers of spirits and other alcoholic beverages.

Wine products covered by a non-Catalan designation of origin will not be accepted. Companies dealing exclusively in wine trading will not be accepted either, unless they represent a producer; in that case, the name listed as exhibitor will be that of the producer.

APPLICATION AND PAYMENT DEADLINE

• Closing date for applications: 26 May 2024
• Registration fee: €1,500 + 21% VAT = €1,815

A company will be considered admitted once it has submitted its application within the stated deadline and paid the registration fee. The remaining amount must be paid before 14 July 2024.

If the company withdraws, it will forfeit 100% of the amount paid. Prodeca reserves the right to assess the reasons given by the company for cancelling its participation and to refund a percentage of the amount paid.

Prodeca reserves the right to select companies according to the criteria set out in the Conditions of Participation section of this call.

TRANSPORT OF SAMPLES

• Prodeca will not arrange the transport service.

Transport is at the exhibiting company's expense; the company is responsible for arranging and coordinating it and for receiving the samples at its stand on build-up day (the day before the opening).

For companies requiring a sample transport service, Prodeca can advise and provide the contact details of a freight forwarder able to carry out the service.

Prodeca will send specific instructions stating the date and time for delivery to the stand, according to build-up requirements.