New Zealand Winegrowers plans to participate again with a New Zealand Wine Pavilion at ProWine Shanghai.
Since the inception in the Chinese market 11 years ago, ProWine Shanghai has grown in step with the wine and spirits industry in China, witnessing and contributing to every major development. As the leading trade fair for the wine and spirits industry in mainland China, ProWine Shanghai 2025 will be grandly held from November 12 to 14, 2025, at the Shanghai New International Expo Center. Serving as an important business platform for the wine and spirits trade, ProWine Shanghai, with its German-standard professional service, has consistently delivered exceptional experiences to both exhibitors and Chinese visitors over the past decade, contributing to the sustained growth and prosperity of the wine and spirits industry globally.
ProWine Shanghai hosts over 80 city promotions and roadshows across China annually, reaching key cities, and enabling exhibitors to connect with importers, distributors, and buyers in both established and emerging markets.
ProWine Shanghai has seen impressive growth in recent years:
2025 Exhibitors 700 (expected)
2024 Exhibitors 650 from 32 countries
2021 Exhibitors 460
ProWine Shanghai 2024 attracted 20,860 trade visitors across importers, distributors, and HoReCa sector. In addition to the established presence of importers and distributors, this year saw further growth in buyers from HoReCa, retail chains, and second-and third-tier cities in China, underscoring ProWine Shanghai’s capacity to cater to the diverse needs of the mainland market.
Trade Guest breakdown 2025
41.05% Importers/wholesalers
18.2% Distributors/retailers
14.57% Horeca
26.17% Other Wine Industry professionals
NOTE THIS IS AN OPEN TO PARTICIPATION EVENT, FEES ARE SHOWN BELOW
Registration Options in NZD $
Standard Booth * $6,950
Premium Booth ** $13,650
* Standard Booth (counter 0.8m length, access to shared meeting tables,
storage cupboard & shared fridge under the counter)
** Premium Booth (counter 1.6m length, private meeting table to seat 4,
private storage & fridge per booth)
In particular, please note:
Fee
The Fee to participate in the Event is NZD 6,950 for the Standard Booth, NZD 13,650 for the Premium Booth.
This will be invoiced by NZW in full on receipt of an application and must be paid to the nominated account within 30 days
Cancellation policy
Where a Participating Winery cancels its participation in the Event, due to costs borne by NZW, no refund will be payable. NZW may, at its discretion, attempt to find another NZW member to take over the Participating Winery’s booth. If so, NZW will refund the Fee paid to it after deduction of reasonable expenses.
Additional conditions
1) All wines entered into this Event must adhere to the NZW Sustainability Policy which states that wines are eligible to be entered into a NZW events as long as they are 100% certified by a recognised sustainability programme (SWNZ, BioGro, AsureQuality and Demeter certifications).
2) The Participating Winery’s participation option (i.e. booth) is dependent on NZW receiving the Event space and is guaranteed only once NZW has received confirmation of this from the Event organisers. Notwithstanding the cancellation policy above, if this confirmation is not received, NZW will refund any Fee already paid to it.
3) Minimum Participation requirement - The pavilion requires a minimum operational area of 36 sqm to maintain the current per-participant cost. NZW reserves the right to cancel the national pavilion if this threshold isn't met.