PROWINE SHANGHAI 2023

PRODECA - Ministry of Climate Action, Food and Rural Agenda is organising the group participation of companies at the PROWINE SHANGHAI 2023, to be held in Shanghai (China) from 8 to 10 November.

TRADE FAIR DETAILS

This is the tenth 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 UBM, it is one of the most important business-contact platforms for the wine sector in Asia.

Figures from the 2021 edition

The fair due to be held in 2022 was ultimately cancelled because of the pandemic, so we give the figures for the 2021 edition:

• 460 participating exhibitors, producers and distributors
• 15,058 visitors (48.20% Shanghai, 51.80% from the rest of China)

Visitor profile

This event is aimed exclusively at wine and spirits professionals.

Visitor types include importers and distributors (30%), shops and supermarkets (25%), wholesalers (17%), restaurants, hotels and bars (10%), consultants and wine sector services (8%), producers (5%) and catering (5%).

Most come from mainland China: Shanghai, Sichuan, Hainan, Guangdong, Shandong, Beijing, Liaoning, as well as from Mongolia and Macau. In the 2021 edition, when mobility was restricted, visitors came from the provinces of Hainan, Guangdong, Fujian, Hubei and Tianjin.

MARKET DATA

The Chinese market is the world's 6th largest wine consumer by volume (1,023 million litres in 2022) and the 2nd largest market by value (€24,899.7m) after the USA.

Although consumption per capita is low (0.9 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 2% in value terms, although total sales value and volume fell by close to 7% between 2021 and 2022.

China was the world's 7th largest wine importer in 2022 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. In 2021, according to Chinese customs, the number of grape wine importers in China fell because of competition between them, with almost a third of importers ceasing to trade, amounting to a self-correction of supply.

Since the pandemic, the HORECA channel was particularly hard hit in sales terms and, although it has been recovering, this has prompted 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 2022 red wine accounted for 73.67% of sales by volume and 71.03% by value, followed by white (22.52% by volume and 23.41% by value), rosé (2.55% by volume and 3.08% by value) and sparkling (1.26% by volume and 2.48% 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 30% in value and 16% in volume on 2022. For other wines, a 14% 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.

ADMISSION CRITERIA AND ORGANISATION OF THE STANDS

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

Admission criteria

Companies meeting the following may be admitted:

1. Catalan producers of wine, sparkling wine or other Catalan wine products
2. 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.

Forms of participation and stand adaptation

• 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).

• Open group stand

Participation is envisaged in a shared area with no dividing walls and shared storage, where each company will have a space with a counter, product display space and a fridge (a large shared one or a small individual one, depending on what is possible), a high table and 2 stools.

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).

Under the group stand option, the exhibiting company may not make any adaptations.

Other information

All companies will be included in the fair catalogue.
A draw will be held to allocate the exhibitors' locations, according to the option requested.

The Prodeca staff assigned to organising the stand will support exhibitors before and during the fair.

COST OF PARTICIPATION AND HOW TO REGISTER

• Individual 9 m2 space: €3,600 + 21% VAT = €4,356
• Shared open space (approx. 5 m2): €2,400 + 21% VAT = €2,904

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.

IMPORTANT: there are currently no entry restrictions or quarantine requirements for China. Should the situation change around the dates of the fair, companies must allow for the possibility of a local representative staffing the stand.

APPLICATION AND PAYMENT DEADLINE

• Closing date for applications: 31 March 2023
• Registration fee: €1,300 + 21% VAT = €1,573

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 2023.

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.