First impressions, new perspectives, and a fast-evolving market. ProWine Shanghai 2025 was not only a key moment for the global wine and spirits industry — it was also my very first time attending the fair in Shanghai.
ProWine Shanghai 2025: Innovation, Digital Influence, and China’s New Wine Momentum
A Renewed Vision for a Fast-Evolving Industry
ProWine Shanghai 2025 reflected the transformation of the global wine and spirits market. The fair highlighted innovation, quality, and a growing influence from China. It was also my first time attending the event in Shanghai, which made the experience even more inspiring.
International regions strengthened their presence and highlighted their wines (original picture enhanced with AI).
The global sector is evolving fast. Consumer habits are shifting, digital behaviors are changing, and competition is increasing. This year, ProWein introduced its refreshed vision — Shape. Create. Elevate. — a direction that encourages the industry to innovate and grow with purpose.
ProWine Shanghai: A Platform Built for Connection and Progress
The event gathered international and domestic exhibitors while offering new perspectives on China’s evolving wine landscape. The atmosphere was energetic yet professional, with brands focusing on visibility, education, and meaningful dialogue.
Because it was my first industry event in Shanghai, I paid close attention to how visitors interacted with booths and how producers presented their values. The more I explored, the more I realized how much ProWine serves as a connector — linking business goals with cultural insights and bringing modern wine culture closer to consumers across China.
At a glance:
- Steady growth in exhibitors and professional visitors.
- Stronger engagement from buyers beyond Shanghai.
- Rising participation from hotels, restaurants, and new bistro concepts.
Key Market Trends: Quality Growth and New Consumer Preferences
China’s wine market is shifting toward quality-focused growth, with new consumer tastes shaping demand across different segments.
Specialized workshops helped deepen knowledge.
The Rise of White Wines
Fresh, versatile white wines are gaining traction among younger consumers. Styles such as Riesling and Sauvignon Blanc fit modern dining and pair well with contemporary cuisine.
Strong International Commitment
Major wine regions expanded their presence at ProWine Shanghai, showing trust in the long-term potential of the Chinese market and using the fair as a strategic gateway to Asia.
China’s Domestic Wine Industry Steps Forward
Chinese regions showcased creativity and diversity, revealing an industry full of potential. Exhibitors from areas such as Ningxia, Xinjiang, Yantai, and the Shangri-La plateau brought strong regional identities to the fair.
A unique local blend that reflects China’s innovation in wine culture.
My Most Memorable Discovery
One of my most memorable discoveries was a local producer creating elegant wines that blend traditional grape varieties with glutinous rice. I found their approach refreshing and their products surprisingly refined.
For me, this reflects the ambition and innovation driving China’s fast-growing F&B market. It also shows how local heritage can inspire modern, premium-positioned products that speak to curious consumers.
Experiences, Education, and Multi-Dimensional Innovation
The event featured curated zones, masterclasses, and city-wide activations that enriched the visitor experience. ProWine Shanghai went beyond simple showcasing and moved toward deeper empowerment for both brands and buyers.
Three thematic zones stood out:
- A Champagne and Sparkling area.
- A space dedicated to low- and no-alcohol options.
- A zone focused on spirits diversity.
Beyond the halls, the ProWine in the City initiative connected the fair with Shanghai’s restaurants and bars, bringing wines closer to everyday experiences and engaging a younger audience.
My Digital Marketing Lens: Why China Requires a New Approach
China’s digital platforms influence every step of the consumer journey, from discovery to purchase. For any brand that wants to grow here, digital marketing is not a support function — it is the backbone of strategy.
Storytelling That Connects
Modern Chinese consumers value authenticity, terroir, and culture. They enjoy understanding where wines come from and how they are made. As a result, brands must craft digital narratives that are simple, visual, and easy to share.
During the fair, booths using QR codes, short video content, or live mini-tastings naturally attracted more attention. These tactics made the experience interactive and aligned perfectly with local mobile habits.
Digital touchpoints boosted engagement, discovery, and social sharing.
The Essential Role of KOLs and Community Influence
KOLs and KOCs help build trust and inspire exploration through reviews, educational posts, and livestream tastings. Many exhibitors at ProWine worked with content creators to amplify their visibility and humanize their stories.
A Personal Takeaway: Learning, Inspiration, and New Opportunities
Overall, ProWine Shanghai 2025 was a valuable experience that deepened my understanding of consumer preferences, industry dynamics, and the new opportunities emerging for both local and international brands.
As my first industry fair in Shanghai, it gave me a front-row seat to how fast the market is evolving — and how essential it is to combine strong products with smart digital strategies tailored to China.
Want to go deeper?
If you’re interested in learning more about my insights from ProWine Shanghai 2025 — or would like the contact details of the innovative producer blending glutinous rice with traditional grapes — feel free to reach out to me directly.