Spirits
Wine
Beer
ProWine Shanghai 2026
ProWine Shanghai is a leading trade fair for the wine and spirits industry in mainland China, bringing together international producers, importers, distributors, buyers, and trade professionals in one of Asia’s most important business hubs.
About
ProWine Shanghai is one of the most important trade fairs for the wine and spirits industry in mainland China. Held at the Shanghai New International Expo Center, the event connects international producers with importers, distributors, retailers, horeca buyers, and other trade professionals across the Chinese market.
For wine and spirits brands, ProWine Shanghai offers a strong opportunity to build visibility, meet qualified buyers, and explore long-term growth in one of the world’s most strategic beverage markets.
Why Attend
A strong fit if you want to grow in China and connect with qualified trade buyers in wine and spirits.
Access to Chinese Buyers
Meet importers, distributors, retailers, and horeca professionals actively sourcing international wine and spirits.
Gateway to Mainland China
Use Shanghai as a strategic entry point to develop distribution in key Chinese regions and cities.
Strong Industry Positioning
Present your brand in a professional B2B environment focused on trade, partnerships, and market development.
Direct Market Feedback
Speak directly with buyers to test pricing, packaging, portfolio fit, and go-to-market opportunities.
Who You’ll Meet
Visitors
- Wine and spirits importers and distributors
- Retail and horeca buyers
- E-commerce and specialty channel buyers
- Sommeliers, consultants, and category managers
- Trade media and industry professionals
Exhibitors
- International wineries and spirits brands
- National and regional pavilions
- Import/export companies
- Boutique producers and premium estates
- Industry service providers and trade partners
How to Prepare
If you’re attending as an exhibitor or brand, preparation before the fair is critical to getting better meetings and stronger follow-up results.
Frequently asked questions
Preparation should start at least 6–10 weeks before the event. This gives you enough time to identify the right buyers, prepare outreach, and book meetings in advance.
Focus on importers and distributors that match your category, positioning, and target channel. A pre-qualified list improves meeting quality and saves time.
A realistic target depends on your team size and goals, but it is usually better to prioritize relevant meetings over volume.
Have pricing, portfolio details, minimum order quantities, logistics information, and a clear export strategy ready.
Follow up quickly with personalized messages, relevant product information, and clear next steps while conversations are still fresh.
Make ProWine Shanghai Count
Use BestWineImporters to identify and pre-qualify wine and spirits importers before the fair, prepare targeted outreach, and follow up with verified company profiles.
Related Resources
A strong fit if you want to connect with qualified wine and spirits buyers in China and prepare targeted meetings before the fair.
