PROWINE SHANGHAI 2025

PRODECA - Ministry of Agriculture, Livestock, Fisheries and Food is organising the group participation of companies at the PROWINE SHANGHAI 2025 trade fair, to be held in Shanghai (China) from 12 to 14 November.

TRADE FAIR DETAILS

This is the twelfth 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 2024 edition

• No. of exhibitors: more than 650 from 32 countries/regions took part,  with international exhibitors accounting for over 80% of the total. 
• No. of visitors: more than 20,860, comprising importers, distributors, shops and supermarkets, wholesalers, restaurants, hotels and bars, consultants and wine sector services, producers and catering.

PROWINE SHANGHAI WEBSITE 

MARKET DATA

In 2025, wine market growth will shift towards emerging economies, with changing consumption preferences and a trend reflecting a growing appreciation of wine and rising average prices.

In this scenario, China will play a key role:

• Rising disposable incomes
• Consolidation of a middle class with greater purchasing power
• 52 million regular wine consumers
• 900 million high-income urban residents (out of a total population of 1.4 billion)

Wine imports into China:

• World ranking (2024): 7th largest global importer
• Volume imported (2024): 248 million litres
• Value imported 2024: US$1,162m, +20% on 2023
• Forecast for 2025: US$1,300m in total imports

Type of wine consumed (2024):

• Red wine: 73% by volume, 71% by value.
• White wine: 22% by volume, 23% by value.
• Rosé wine: 2.4% by volume, 3.2% by value.
• Sparkling wine: 1.4% by volume, 2.5% by value. *Despite its currently low share, sparkling wine is the fastest-growing segment.

For Chinese consumers, drinking wine is associated with a better standard of living, especially among the emerging middle classes. Likewise, the average unit purchase price is expected to rise by 11.3% over the next four years.

China's continued trade opening offers a clear opportunity to position Catalan wines, with a real chance of gaining market share in an Asian country increasingly receptive to quality and diversity in wine.

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.

INDIVIDUAL STAND 9 m2, including:

• Storage
• 1 table
• 4 chairs
• Counter
• 1 stool
• Fridge
• Product display surface (shelving or display cabinet, depending on final design)
• Graphics (company logo and branding)

The basic stand decoration will be the same for all companies. Within their own space, each exhibitor may use other promotional materials (vinyls, roll-ups, signage, etc.), provided these do not alter the overall look of the stand and are attached rather than nailed. Exhibitors must notify Prodeca in advance and bear the cost of installation.

ESPAI CATALUNYA (shared, open-plan), including:

• 1 counter
• 1 stool
• 1 display cabinet
• Graphics (company logo and branding)
• The space will have a shared meeting area, fridges and storage.

ASSOCIATION/DO SPACE, including:

A space shared by companies belonging to an association or designation of origin that organises the joint participation of its members.

The space will be as defined by the association/DO, agreed in advance with Prodeca. Its participants must arrange their participation through the association/DO.

Any company needing furniture or services not covered by the terms of the call must notify Prodeca sufficiently in advance so that proper provision can be made for both space and electrical capacity. Prodeca can provide a price list for hiring extra furniture to companies that request it. In all cases, the cost of extras is borne by the exhibiting company. Prodeca covers the cost of the connection and electricity consumption.

If a company brings furniture or electrical items that have not been notified to Prodeca in advance and these cause problems for the stand build or for the other participating companies, they will have to be removed.

COST OF PARTICIPATION AND HOW TO REGISTER

• 9 m2 stand: €3,800 + 21% VAT
• Espai Catalunya stand: €2,100 + 21% VAT
• Association/DO stand (minimum 20 m2): €416.66 / m2 + 21% VAT

Every participating company will be included in the fair catalogue.

Catalan producers of wines, sparkling wines, spirits and other wine products or alcoholic beverages may take part in this fair. Wine products covered by a non-Catalan designation of origin will not be accepted.

A draw will be held to allocate exhibitor locations.

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.

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

TRANSPORT OF SAMPLES

Transport of samples to the Prowine Shanghai 2025 trade fair is not included and is at the exhibiting company's expense. Where companies require it, Prodeca can advise on arranging the shipment of samples.

Samples must arrive at the pavilion the day before the fair opens, from 1 p.m. onwards.

Each exhibiting company is responsible for arranging, coordinating, receiving and removing the transport pallets for its samples, following the fair organisers' instructions and in all cases before 6 p.m. on the day before the opening.