Just hours after the conclusion of ProWine Shanghai on November 14, Peter Schmitz, ProWein’s Global Director, was already en route back to Düsseldorf, Germany. His focus: leading the preparations for ProWein 2025, scheduled to take place from March 16 to 18, 2025.
As the world’s largest and most influential trade fair for wine and spirits, ProWein 2025 is set to welcome 5,000 producers from 60 countries and attract around 47,000 trade visitors from across the globe.
Low/No-Alcohol Drinks and Spirits Take Center Stage
While global wine consumption continues to contract — with OIV data showing European consumption at its lowest levels since 1951 — ProWein remains steadfast, expanding its reach and introducing fresh themes. Spanning 11 exhibition halls, ProWein 2025 will showcase the latest trends and opportunities, with low/no-alcohol beverages and spirits emerging as key focal points.
“Low/no-alcohol will be a major theme for ProWein 2025,” Schmitz said confidently. “The ProWein Zero area will expand by 50%, reflecting the surging demand for non-alcoholic and low-alcohol alternatives.”
Spirits will also take the spotlight. “The ProSpirit platform, which proved highly successful in 2024, will return with a focus on trending categories like whiskey, low-alcohol beverages, rum, and fruit brandies,” Schmitz added. ProWein 2025 will feature two dedicated spirits halls, including the experiential “same but different” showcase, designed to highlight small-batch, artisanal producers offering unique and characterful products.
As global wine markets plateau, many merchants — particularly in China — are diversifying their offerings to drive growth. ProSpirit, Schmitz noted, meets this growing demand:
“With ProSpirit, we’ve created a unique platform for the global spirits industry, offering professionals unrivaled opportunities to network, learn, and do business. It responds to the increasing importance of spirits in the global beverage market, especially as wine consumption declines in many key regions.”
Notably, ProSpirit has become a crucial gateway for Chinese baijiu brands looking to expand internationally. “Prominent producers like Yanghe are not only exhibiting but also hosting tastings to engage non-Chinese buyers and explore global opportunities,” Schmitz revealed.
China Leads Non-European Attendance
Despite the excitement surrounding spirits and low/no-alcohol beverages, wine remains the heart of ProWein. Ten halls will showcase wines from traditional powerhouses like France, Italy, Spain, Australia, and the U.S., alongside emerging players such as China and Eastern Europe.
European visitors form the bulk of attendees, given ProWein’s German location. “Our historical data shows that 87% of ProWein visitors come from Europe, with 13% from outside Europe,” Schmitz explained. “Of the 5% from Asia, visitors from mainland China and Hong Kong lead the pack, followed by Japan and Korea. There’s also growing representation from Singapore, Malaysia, Indonesia, Vietnam, and Thailand.”
Beyond product sampling and direct engagement with producers, ProWein provides invaluable industry insights through platforms like the ProWein Business Forum and ProWein Business Report. “For Asian buyers, ProWein offers a comprehensive view of the global wine and spirits industry, helping them make informed business decisions and remain competitive in the fast-growing Asian market,” Schmitz emphasized.
Navigating Challenges with Optimism
China’s wine market remains in a challenging phase. While import volumes and values showed year-on-year growth from January to October 2024 — largely driven by Australia’s recovery — imports from core producers like France, Italy, Spain, and Chile continued to decline. At the same time, China’s wine exhibition space has become increasingly competitive, with events like Vinitaly’s Wine 2 Asia and Vinexposium vying for attention.
Despite these hurdles, Schmitz remains optimistic about China’s long-term prospects: “Wine consumption in China, like other premium goods, is driven by the middle and upper classes. According to the Boston Consulting Group, by 2030, an additional 80 million Chinese will join this demographic, with 70% coming from Tier 3 and Tier 4 cities.”
The ProWein Advantage: Deeper Market Engagement
ProWine’s commitment to China’s wine industry is unmistakable. Of its six global satellite fairs, five are in Asia, including flagship events in Shanghai and Hong Kong, alongside shows in Singapore, Mumbai, and Tokyo. ProWine Shanghai, the first international wine fair launched in China more than 10 years ago, has played a pivotal role in shaping the Chinese wine market.
ProWine Shanghai’s City Promotion initiative further demonstrates its unique ability to penetrate China’s regional markets. “In 2024, we organized over 80 city promotions,” Schmitz said. “We reached not just metropolises like Beijing, Guangzhou, and Shenzhen, but also Tier 2, Tier 3, and even Tier 4 cities like Hohhot, Luoyang, Xi’an, Chengdu, Guilin, Foshan, and Haikou. These regions are experiencing a surge in wine and spirits education, driven by a rising middle class and the cultural emergence of small bistros and Gen Z consumers.”
These events often feature small-scale wine tastings in collaboration with local wine enthusiasts, creating deeper, more localized engagement.
Schmitz summed up ProWine’s success in China: “Over the past 11 years, ProWine Shanghai has cultivated a strong buyer community across China, deeply engaging importers, distributors, and educators. This is our core competitive advantage. More than just a trade fair, ProWine Shanghai serves as a guiding light, illuminating the path forward for China’s wine and spirits market.”
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