For many wineries and overseas trade professionals, 2023 will likely be the first year to make a grand return to the Chinese market after nearly three years of isolation.
Despite the contraction in wine imports and consumption, the size of the market will be too hard for serious wine players to ingore. By 2026, the country’s wine market is expected to double in size and consequently average spending on wine will also jump notably, according to GlobalData.
As we have reported most of the wine trade is optimistic about a recovery in the wine market this year, but the rebound will be by no means swift as many of the country’s small- and medium-sized wine companies were hit the hardest during the pandemic and will only gradually recover from zero-covid-induced damages.
This is why it’s high time to reconnect with Chinese wine trade. From mainland China’s economic hub in Shanghai to southern metropolis Shenzhen and southwestern China’s megacity Chengdu, the country will stage a host of long-overdue trade shows. Here are the key ones that should be on your radar.
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Interwine China
Debuting in 2005, Interwine China is among the first locally organised wine trade fairs. After the disruptions caused to wine fairs and events last year, the fair organizer is returning with exhibitions spread out throughout the year in Shenzhen, Guangzhou, Macau, Beijing, Shanghai and Changsha.
Interwine Shenzhen will kick off from March 14 to 16 at National Convention and Exhibition Center in Futian district. In May, it will organize a group buying wine and spirits fair in Changsha, capital of China’s central Hunan province (May 9-11), while its Macau edition aiming to target buyers from Greater China and Asia will take stage at the Venetian Hotel from May 28 to 30.
The two-day Interwine Beijing will be held from June 30 to July 1 at Beijing Wanda Vista hotel, followed by Interwine Guangzhou in November at Canton Fair Complex.
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China Food and Drinks Fair (Chengdu) (April 12-14)
Hailed as the barometer for China’s drinks industry, China Food and Drinks Fair spring edition in Chengdu is considered the most important and influential wine and spirits fair in mainland China.
The main fair will take place at Century City International Exhibition Center from April 12 to 14, and there will be a host of satellite fairs spread out in the city across different hotels leading up to the main fair from April 7 to 11.
Last year’s edition after being postponed several times due to pandemic restrictions ended with lackluster performance and was lamented by the trade as “the bleakest show ever”.
The reception of this year’s fair will be instrumental to gauge market demand and sentiment after China swiftly abandoned zero-Covid policy. For many international wineries and professionals, this will likely be their first key wine fair in China after three years of lull.
The fair each year attracts an average of 300,000 trade visitors, with exhibition space spanning 130,000 square meters. Transcation volume from the trade show normally is close to RMB 20 billion (US$2.9 billion), according to the fair organizer.
ProWine Hong Kong (May 10-12)
The first international wine fair to return to Hong Kong this year will be ProWine Hong Kong, after its last edition in 2021.
The three-day wine fair scheduled for May 10-12 at HKCEC will likely be the only international wine and spirits trade show in Hong Kong this year, after Vinexpo ditched Hong Kong for Singapore, due to the city’s unforgiving covid restrictions.
The three-day trade fair aims to congregates world-wide boutique wineries, high-profile producers, together with accessories suppliers and equipment manufacturers. Moreover, there will be a series of forums, seminars, and specialised masterclasses. The fair will be held in conjuction with HOFEX.
Wine to Asia (May 11-13, Shenzhen)
After being postponed a few times last year due to the pandemic, Wine to Asia jointly organized by Vinitaly and Shenzhen Pacco Communications will finally take place from May 11 to 13 at Shenzhen Convention & Exhibition Center (Futian).
This will mark its full return since it successully launched its inaugural edition in 2020. Not much information on the fair’s size and event schedule is released yet, but it teased that the fair will collaborate with key players and influencers in the wine and spirits industry, and hold a series of diverse, in-depth and premium digital and offline events before and during fair, presenting the latest market trends and first-hand brand information.
ProWine Shanghai (November 8-10)
ProWine Shanghai, the longest running international wine trade fair in China, will celebrate its 10th anniversary this year. So expect the organizer to pull out some major stops to mark the milestone.
The 2021 edition was unfortunately cancelled due to Covid restrictions but its 2020 edition despite travel restrictions for overseas participants still attracted 15,058 visitors and more than 450 exhibitors from 18 regions.
Entering its 10th edition this year, the wine trade fair will be hosted in Shanghai New International Expo Center. At least over 550 exhibitors and 20,000 visitors are expected to attend the event this year.
Over 70 events are also planned leading up to the fair across China to shore up interest and facilitate business contacts. To attract buyers and visitors from North China and South China, the organizer this year will stage two seperate events – ProWine Beijing and ProWine Shenzhen. Each is expected to attract over 100 exhibitors.