Wine Australia backs ProWine China

By James Wells

Wine Australia has backed the second annual ProWine China exhibition with preparations underway for an Australian pavilion at the event in November.

Wine Australia regional manager – China, Willa Yang told TheShout that a number of Australian wineries have confirmed their participation in the exhibition to be held in Shanghai from 12-14 November.

Confirmed wine brands include: McWilliam's, Magic Dynasty (representing Best’s, Yeringberg, Dalwhinne, Paradigm Hill, Stefano Lubiana, Wantirna, Kay Brothers, Mount Horrocks, Pierro), Helen & Joey Estate from Yarra Valley and Montara Estate.

"The industry will achieve more by working together to share the Australian wine story at global trade shows like ProWine China than if brands just go it alone in a challenging market like China," Yang said.

"The ProWine brand is globally recognised thanks to the success of ProWein in Düsseldorf and its partnership with Food and Hospitality China (one of the longest running food and beverage shows in China) makes ProWine China one of the biggest wine events of the year in this market."

"Last year the inaugural ProWine China event attracted 570 exhibitors from 30 countries and 7,650 trade attendees including importers, distributors, retailers and food and beverage managers. It’s a must-do event for any brand serious about getting traction in the Chinese market and through Wine Australia’s pavilion, it’s an event that is much more accessible to Australian brands than if they register independently.

"There’ll be new initiatives for the second ProWine China trade show with a strong emphasis on education. Event organisers are working with WSET on education seminars for the Chinese trade and the Institute of Masters of Wine will host a masterclass for the very first time in China, giving local wine trade professionals an opportunity to learn from those with the industry’s most respected wine qualification.

"One of the challenges facing the Australian wine category is better communicating our premium wine credentials and the diversity of our many wine regions. In a highly competitive market where Australian wine is competing for share against other wine producing countries with their own strong brands, working together at major events such as ProWine China gives us the opportunity to showcase the quality and regionality of our wines to a captive trade audience who are key decision makers for the Chinese wine market."