By James Wells in Shanghai

The inaugural ProWine China exhibition has become the largest exhibition in Mainland China with twice the number of countries participating compared to any other event in the region.

Over 570 exhibitors from 30 countries showcased their products to over 7650 visitors including a strong representation from Australia with 25 exhibitors in attendance.

Alongside the exhibition, ProWine China hosted over 100 supporting events including tastings and seminars.

ProWine China is a new joint venture between Messe Düsseldorf the organisers of ProWein in Düsseldorf, and China Exhibitions – a member of Allworld Exhibitions.

According to the executive director of Messe Düsseldorf and the director of ProWein, Michael Degen, the event has set a new benchmark in Mainland China as an important trade event for importers, distributors, retailers as well as food and beverage managers.

“We are proud and happy to have succeeded in bringing the prosperous concept of ProWein, which is based on variety, internationality and a pure business focus, to the Chinese market," said Degan.

"This premiere event was a success and was in a good position beforehand due to the high credibility of the ProWein show in Dusseldorf; the exhibitors trusted us. They told us if ProWein is going to Shanghai then we'll join.

Degen said it took two years to create ProWine China.

"ProWein Dusseldorf has given us credibility, but from the moment we decided to do [this] it had to be a success because if it failed the impact on ProWein Dusseldorf would be high. ProWine China made a very good start this year and on this basis we will continue the work for the next edition in 2014. We look forward to further developing the fair into the number one trade fair for wines and spirits in China.”

While attracting a reasonable quantity of qualified trade-only visitors remains a challenge, Degen said those he spoke to found there were new and exciting varietals for them to try at the event.

He claims that the Mainland China market represents a different set of opportunities compared to the established wine market of Hong Kong.

"Hong Kong and China are different markets, so you have to be here. Hong Kong continues to be dominated by French wines."

ProWine China 2014 will be held from November 12-14 and ProWein 2014 will be held at Messe Düsseldorf in Germany from March 23-25.

Click on the video below to hear from the executive director of Messe Düsseldorf and the director of ProWein, Michael Degen.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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