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    Trade showB2B Trade Show

    ProWine Shanghai

    ProWine Shanghai 2026, held from November 10 to 12 at Shanghai New International Expo Centre, is a premier trade fair for the wine and spirits industry.

    Wines from different regionsSparkling wines and champagnesSpirits including whiskey and vodkaWine accessories and marketing materialsTrade literature and servicesOrganic and biodynamic wines

    Dates

    10–12 Nov 2026

    City / country

    Shanghai, China

    Venue

    上海新国际博览中心

    Time

    10:00 AM – 6:00 PM

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    Event overview

    Overview

    ProWine Shanghai is the leading trade fair for the wine and spirits industry in mainland China, taking place from November 10 to 12, 2026, at the Shanghai New International Expo Centre.

    It serves as an important platform for trade, professional exchange, and industry insights.

    TL;DR

    1. 1Dates and Venue: ProWine Shanghai 2026 runs from November 10 to 12 at Shanghai New International Expo Centre.
    2. 2Scale and Focus: The event is a key platform for the wine and spirits industry, attracting numerous international exhibitors.
    3. 3Organiser: The event is organised by Messe Düsseldorf (Shanghai) and Shanghai Sinoexpo Informa Markets.
    4. 4Buyer Authority: Attendees include wine and spirits retailers, importers, and industry professionals.
    5. 5Entry: Registration is required for trade visitors, with specific guidelines available on the official website.

    Why visit

    Visitors to ProWine Shanghai can explore a diverse range of products, network with industry professionals, and gain insights into market trends and innovations in the wine and spirits sector. Dates and Venue: ProWine Shanghai 2026 runs from November 10 to 12 at Shanghai New International Expo Centre. Buyer Authority: Attendees include wine and spirits retailers, importers, and industry professionals. Entry: Registration is required for trade visitors, with specific.

    Why exhibit

    Exhibiting at ProWine Shanghai provides companies with access to a targeted audience of buyers and decision-makers, enhancing visibility and fostering business opportunities in the rapidly growing Chinese market. Scale and Focus: The event is a key platform for the wine and spirits industry, attracting numerous international exhibitors. Organiser: The event is organised by Messe Düsseldorf (Shanghai) and Shanghai Sinoexpo Informa Markets.

    Attendees, exhibitors & solutions

    Who this event is for

    Visitor profile

    Typical attendee groups you can expect to meet.

    Wine and spirits retailers
    Importers and distributors
    Hospitality professionals from hotels and restaurants
    Food and beverage wholesalers
    Trade associations and institutions
    Specialty wine and spirits producers

    Exhibitor profile

    Main supplier and exhibitor segments present at the show.

    International wineries and regional producers from 29 countries
    Boutique and family-run wineries seeking importers and distributors
    Leading wine and spirits brands and distillers
    National and regional country pavilions
    Domestic Chinese wineries and producers
    Importers, agents and distribution companies
    Wine accessories, glassware and packaging suppliers
    Wine education, media and trade technology providers

    Product categories

    Key solution areas showcased across the event.

    Wines from different regions
    Sparkling wines and champagnes
    Spirits including whiskey and vodka
    Wine accessories and marketing materials
    Trade literature and services
    Organic and biodynamic wines

    Location & Facilities

    Venue

    Open in Google Maps

    Halls & areas

    2
    W4馆W5馆

    上海新国际博览中心

    龙阳路2345号, Shanghai, China

    Entrances & gates

    Main Entrance

    W4馆W5馆

    Floor plans & maps

    Floor plan (PDF)

    Facilities

    Food options

    Catering services available

    On-site dining

    Parking: Parking availability should be confirmed on the venue or organiser site before travel.

    Attend

    Entry & tickets

    Trade-only

    Event days & opening times

    DayOpening hours
    :10:00 AM – 6:00 PM
    :10:00 AM – 4:00 PM

    • General Admission

      Registration is required for trade visitors.

    Register

    Who runs the show

    Organisers

    Messe Düsseldorf (Shanghai)

    Website

    Shanghai Sinoexpo Informa Markets

    Website

    How the last edition performed

    Previous edition

    Visitors

    21,590

    Exhibitors

    630

    Edition #

    2,025

    Growth over time

    Impact

    A bigger and stronger platform

    The 2025 edition brought together 21,590+ visitors at 上海新国际博览中心. ProWine Shanghai is the leading trade fair for the wine and spirits industry in mainland China, taking place from November 10 to 12, 2026, at the Shanghai New International Expo Centre. It serves as an important platform for trade, professional exchange, and industry insights. ProWine Shanghai plays a crucial role in connecting global producers with Chinese buyers, reflecting the growing importance of the.

    Audience quality

    High-value decision-makers

    Visitors typically include Wine and spirits retailers, Importers and distributors, Hospitality professionals from hotels and restaurants, Food and beverage wholesalers. Dates and Venue: ProWine Shanghai 2026 runs from November 10 to 12 at Shanghai New International Expo Centre. Scale and Focus: The event is a key platform for the wine and spirits industry, attracting numerous international exhibitors. Organiser: The event is organised by Messe Düsseldorf (Shanghai) and Shanghai Sinoexpo Informa Markets.

    Exhibitor outcomes

    Real business growth

    Exhibiting at ProWine Shanghai provides companies with access to a targeted audience of buyers and decision-makers, enhancing visibility and fostering business opportunities in the rapidly growing Chinese market. Scale and Focus: The event is a key platform for the wine and spirits industry, attracting numerous international exhibitors. Organiser: The event is organised by Messe Düsseldorf (Shanghai) and Shanghai Sinoexpo Informa Markets. Exhibitor categories include Wineries from various regions, Spirits.

    Intelligence

    Market context

    Key market insights, trends, news and related events to help you understand the bigger picture.

    East China — Shanghai and the Yangtze River Delta (YRD). ProWine Shanghai sits in mainland China's largest wine and spirits import gateway: a metropolitan market of more than 25 million people whose hotels, fine-dining groups, e-commerce platforms and duty-free channels set the pace for national demand for imported and premium drinks.

    Why it matters

    Attending ProWine Shanghai on 2026-11-10 to 2026-11-12 in Shanghai lets buyers and specifiers benchmark suppliers, see live demonstrations, and compress months of vendor meetings into one focused trade visit — worthwhile when your category roadmap aligns with the official exhibitor profile.

    Industry trends

    Key trends shaping this market and its wider industry.

    01

    White wine as the growth category

    White wine has become the focus category in China's imported wine market as consumer preferences shift toward lighter, fresher styles.

    02

    Digital influence on wine buying

    Digital channels and social platforms increasingly shape how Chinese trade and consumers discover and buy wine.

    03

    Rise of domestic Chinese wineries

    Domestic producers are gaining share and visibility alongside imported brands in China's wine market.

    04

    Diversifying buyer base beyond tier-one cities

    Buyers now come from HoReCa, retail chains and second- and third-tier cities, broadening demand across China.

    05

    Market realignment and international concentration

    Global market shifts are reshaping which origins and categories are prioritised in China's wine and spirits trade.

    Plan your trip

    Travel & logistics

    Local currency · CNY

    Arrival airports

    Choose from the following airports, with convenient access to the event and venue.

    PVG

    Shanghai Pudong International Airport

    Main international gateway; the Maglev and Metro Line 2 connect toward the Longyang Road interchange.

    approximately 30-35 km (estimate)

    to venue

    about 40-60 minutes by road to SNIEC (estimate)

    by car

    SHA

    Shanghai Hongqiao International Airport

    Mostly domestic and regional flights; Metro Line 2 links toward the Pudong network.

    approximately 40 km (estimate)

    to venue

    about 50-70 minutes by road to SNIEC (estimate)

    by car

    Hotel tiers

    A range of accommodation options near the venue and across key areas.

    Budget
    Pudong — Fangdian Road, close to the exhibition district

    USD 55–90 / night

    Compact boutique property popular with trade-visitor teams on tight budgets; book early because inventory near SNIEC is limited during FHC and ProWine week.

    Mid-range
    Pudong — Huamu Road, beside Century Park

    USD 95–160 / night

    Reliable four-star option within walking distance of Metro Line 7 Huamu Road station (Exit 2 is next to Hall W5), useful for buyers travelling on their own account.

    Premium
    Pudong — connected to SNIEC by a covered walkway

    USD 220–380 / night

    Shangri-La group property attached to the venue and the most convenient base for exhibitors and hosted buyers; show-week rates peak and rooms sell out 8–12 weeks ahead. Confirm before travel.

    Local transport

    Get around the city with these convenient transport options.

    taxi

    Estimated costCNY 250–400
    Best forShanghai Pudong International Airport (PVG) to 上海新国际博览中心

    about 40-60 minutes by road to SNIEC (estimate); Main international gateway; the Maglev and Metro Line 2 connect toward the Longyang Road interchange.

    taxi

    Estimated costCNY 250–400
    Best forShanghai Hongqiao International Airport (SHA) to 上海新国际博览中心

    about 50-70 minutes by road to SNIEC (estimate); Mostly domestic and regional flights; Metro Line 2 links toward the Pudong network.

    metro

    Estimated costCNY 3–8
    Best forMetro Line 7 to Huamu Road (Exit 2 near Hall W5) or the Longyang Road interchange

    parking

    Estimated costCNY 10 per hour, daily cap CNY 80
    Best forSNIEC on-site car parks (P1, P2 and others)

    maglev + metro

    Estimated costCNY 50–60
    Best forPVG to Longyang Road by Maglev, then Metro Line 7 to Huamu Road

    Plan your trip

    Visa & entry documents

    Check the latest visa requirements and entry guidelines before travelling.

    Visa required
    ATA Carnet: check with organiser
    TypeWho needs itFeeProcessing
    M (business) visaForeign nationals travelling to China for trade fairs, meetings, factory visits or contract signing who are not covered by a visa-free arrangementNot yet confirmedStandard processing is usually about 4-7 working days at the consulate after a complete application; allow several weeks overall for appointment and documents
    Visa-free entry / port visaPassport holders from countries covered by China's mutual visa-exemption agreements or eligible for a port visaNot yet confirmedNo advance application for visa-free nationalities; port visas may be issued on arrival where eligible

    China applies visa-free entry and mutual visa-exemption agreements for certain nationalities, and port visas are available in some cases; confirm your country's status on the State Council Visit China portal before booking.

    Official visa page

    Weather

    November in Shanghai is mild and mostly dry. Average daytime highs run around 17-18 C with overnight lows near 10-11 C, roughly 58-59 mm of rainfall spread across about 7 wet days, and around 7 hours of sunshine per day. Expect cool evenings and a low chance of rain during the show.

    Plan for the climate

    Check temperatures and pack accordingly

    Venue connectivity

    Plan connectivity before arrival. Foreign visitors typically choose an eSIM, a local SIM or pocket WiFi; a VPN is often needed for international apps, and maps, translation, mobile payments and ride-hailing all rely on a working data plan.

    Ride-hailing

    Taxis

    Public transit

    Car rentals

    Cultural notes

    Useful information to help you have a smooth and respectful visit.

    Dining and Toasting Etiquette

    Business meals in Shanghai are host-led: the host orders and generally settles the bill. Toasting is central — clink glasses with the rim lower than the host's as a mark of respect, and pace yourself because baijiu toasts can be strong (tea is an accepted alternative). Never fill your own glass or teacup; neighbours pour for one another.

    Tipping and Payment

    Tipping is not customary — hotels and restaurants add a service charge where applicable, and rounding up a taxi fare is sufficient. Mobile payment via Alipay or WeChat Pay is near-universal, so link an international card before arrival, and keep a small amount of CNY cash for markets and independent vendors.

    Dress, Greetings and Follow-Up

    Trade meetings call for formal, conservative business dress. Exchange business cards with both hands and read them before putting them away, use surnames with titles until invited otherwise, and arrive on time for appointments. Follow-ups usually run through WeChat rather than email, so set up the app with a translation tool before you travel.

    Practical guides

    Visitor & Exhibitor Essentials

    Everything needed to arrive prepared, navigate the event, and make the visit productive.

    Flights

    Destination: PVG

    Book flights to PVG when possible for the shortest transfer to the venue; compare SHA only if fares are materially lower.

    Visa

    Most foreign visitors need a Chinese M (business) visa for trade-fair attendance, supported by an invitation letter from the organiser or a Chinese company. Some nationalities qualify for visa-free entry under mutual visa-exemption agreements, and port visas are available in some cases.

    Estimated cost: Varies by visa type and nationality (check official site).

    Processing: Standard visa processing is usually about 4-7 working days at the consulate after a completed application; allow several weeks overall for an appointment, invitation letter and document checks.

    Apply via the new China Online Visa Application (COVA) system or a Chinese Visa Application Service Center. Business applicants need an invitation letter, a valid passport, a recent passport photo and confirmed travel details.

    Official

    Hotels

    Find a stay near the venue with options for every budget.

    Check-in (recommended)

    2026-11-09

    Check-out (recommended)

    2026-11-13

    Areas to stay

    Pudong — Fangdian Road, close to the exhibition district · Pudong — Huamu Road, beside Century Park · Pudong — connected to SNIEC by a covered walkway

    budget

    CNY 55-90/night

    mid range

    CNY 95-160/night

    premium

    CNY 220-380/night

    Transport

    Get to the venue and around the city with these options.

    Airport → venue: Primary gateways: Shanghai Pudong International Airport (PVG): about 40-60 minutes by road to SNIEC (estimate); Shanghai Hongqiao International Airport (SHA): about 50-70 minutes by road to SNIEC (estimate). Allow road or rail time to 上海新国际博览中心; on-site parking is usually available at major exhibition venues.

    Hotel → venue: Precinct hotels near 上海新国际博览中心: Pudong — Fangdian Road, close to the exhibition district: Maixinge Boutique Hotel (Shanghai); Pudong — Huamu Road, beside Century Park: Dorsett Shanghai; Pudong — connected to SNIEC by a covered walkway: Kerry Hotel Pudong, Shanghai.

    Ride-hail: Ride-hailing apps are commonly used in Shanghai; confirm local availability before travel.

    Public transit: Use local bus, tram, or metro routes serving 上海新国际博览中心; check operator timetables.

    Parking: On-site parking is available at 上海新国际博览中心; confirm daily rates and hall access on the organiser or venue site.

    Weather

    Plan and pack for the event climate.

    Month: November 2026

    Temperature: About 17-18 C by day and 10-11 C overnight (roughly 63-65 F daytime highs and 50-52 F lows).

    Seasonality: Shoulder-season month with around 58-59 mm of rain over roughly 7 wet days; November is one of the drier, sunnier months with about 7 sunshine hours per day.

    Packing: Pack layers: light clothing for mild afternoons plus a sweater or jacket for cool evenings. Bring a compact umbrella for brief showers, comfortable walking shoes for the halls, and business attire for meetings.

    Plan your trip

    Planning

    Best day to visit: Wednesday 11 November 2026 — day two of three

    Day two carries the heaviest buyer traffic: the ProWine Forum runs a full programme, masterclass and tasting sessions peak, and importers work through their appointment lists once the opening-day ceremonies are done. Day one is dominated by VIP openings and press events, while day three thins after midday as exhibitors begin packing down and negotiations focus on short, last-minute orders.

    1

    Confirm visa or visa-free eligibility — Most foreign visitors need a China M (business) visa with an invitation letter; check the State Council Visit China portal for visa-free options and start the COVA application early.

    2

    Request an invitation letter — Ask ProWine Shanghai or a Chinese partner for an invitation letter, which is required for the M visa application.

    3

    Book flights to Shanghai — Target Shanghai Pudong (PVG) or Hongqiao (SHA) for 9 November 2026, arriving the day before the 10-12 November show.

    4

    Reserve a hotel near the venue — Book in Pudong around SNIEC near Longyang Road or Huamu Road metro; options include Renaissance Shanghai Pudong and Dorsett Shanghai.

    5

    Complete visitor pre-registration — Register through the ProWine Shanghai visitor pre-registration page to secure your badge before travel.

    6

    Download the hall plan and programme — Use the ProWine Shanghai APP and the catalogue to map halls, exhibitors and masterclass sessions.

    7

    Pre-schedule B2B meetings — Use the fair's matchmaking tool to request meetings with target wineries, importers and distributors.

    8

    Shortlist masterclasses and tastings — Plan which education and events sessions to attend and reserve places where required.

    9

    Plan airport and metro transfers — Metro Line 7 (Huamu Road) and the Longyang Road interchange serve SNIEC; taxis from PVG take roughly 40-60 minutes.

    10

    Set up connectivity and payments — Arrange an eSIM, local SIM or roaming plan and a VPN, and enable mobile payment apps for use in China.

    11

    Prepare documents and packing — Carry passport, visa, invitation letter and business cards; pack layers for mild days and cool evenings.

    12

    Arrival and badge collection — Arrive 9 November, complete badge collection and venue access, and confirm your first-day meeting schedule.

    Side trips

    3

    Suzhou

     

     

     

    Hangzhou

     

     

     

    Zhujiajiao Water Town

     

     

     

    Networking spots

    3

    ProWine Forum stage and adjacent lounge

     

     

     

    FHC Shanghai co-located halls

     

     

     

    Kerry Hotel Pudong lobby lounge

     

     

     

    Budget

    Costs & budget

    Build your working budget

    Adjust the inputs below to create a directional event budget.

    Estimated budget
    Live estimate
    • Hotel × 2 nightsCN¥110.00
    • Per diem × 2CN¥150.00
    Estimated totalCN¥260.00

    This is a directional estimate. Please verify live rates before booking.

    Cost reference

    Official cost items and estimated ranges for exhibitors.

    visitor_ticket

    trade_visitor · pre-registered trade badge

    Not yet confirmed

    estimate

    hotel

    trade_visitor · budget

    CNY 380–620 / per room per night

    estimate

    hotel

    trade_visitor · mid_range

    CNY 650–1100 / per room per night

    estimate

    hotel

    trade_visitor · premium

    CNY 1500–2600 / per room per night

    estimate

    per_diem

    trade_visitor · standard

    CNY 400–700 / per person per day

    estimate

    visa_fee

    international_visitor · M business visa, single entry

    USD 60–190 / per applicant

    estimate

    Decision

    Visit, exhibit, or skip?

    Should you go?

    Use this quick check to decide whether ProWine Shanghai fits your visit, exhibit or skip plan.

    QUESTION 1 OF 6

    What is your primary role?

    Decision matrix

    Compare participation options side by side to choose the best fit for your objectives.

    visit

    Your category focus aligns with the official product themes.

    Best for

    Buyers, researchers, and delegates evaluating the programme and networking value.

    Min. budget

    $400.00

    Timeline

    4–8 weeks before opening day for registration and travel.

    Risks

    Limited session times published — confirm agenda before booking.

    exhibit

    You have a clear lead-generation or launch goal for this market.

    Best for

    Suppliers and brands seeking qualified meetings with the event audience.

    Min. budget

    $2,500.00

    Timeline

    3–6 months for stand booking, freight, and marketing prep.

    Risks

    Booth pricing not published in captured sources — confirm with organiser.

    skip

    Programme, audience, or commercial goals do not match your plan.

    Best for

    Teams whose category or region fit is weak this edition.

    Min. budget

    Not yet confirmed

    Timeline

    N/A

    Risks

    No major risks listed.

    FAQs & glossary

    Answers

    Frequently asked

    Glossary

    1
    HoReCa
    Hotels, Restaurants and Cafes; the food-service channel that buys wine and spirits for on-premise consumption and a growing buyer segment at ProWine Shanghai.
    2
    On-trade / Off-trade
    On-trade covers venues where drinks are consumed on site, such as bars and restaurants; off-trade covers retail and e-commerce purchases for home consumption.
    3
    Importer
    A licensed company that brings foreign wines and spirits into China and handles customs, labelling and onward distribution.
    4
    Distributor
    A regional trade partner that warehouses imported wine and spirits and sells them onward to retailers, restaurants and other buyers.
    5
    Pavilion
    A shared exhibition area where producers from one country or region exhibit together under a national or regional banner.
    6
    Boutique winery
    A small, often family-run producer making limited volumes, typically seeking importers and specialist distributors.
    7
    Masterclass
    A guided tasting or technical session led by an expert, used to educate trade visitors on regions, varietals or production methods.
    8
    B2B matchmaking
    A pre-arranged meeting programme that pairs exhibitors with screened buyers based on product and market fit.
    9
    Varietal
    A wine named after the single grape variety used to make it, such as Chardonnay, Riesling or Cabernet Sauvignon.
    10
    Appellation
    A legally defined wine-growing region whose rules govern permitted grape varieties and production methods.

    Also known as

    Alternate names and search phrases for this event.

    • ProWine Shanghai
    • ProWine Shanghai 2026
    • ProWine Shanghai 2026 Shanghai
    • ProWine China wine fair
    • ProWine Shanghai Shanghai New International Expo Centre
    • Shanghai China wine trade fair
    • wine and spirits trade fair China
    • international wine expo Shanghai
    • spirits and whiskey trade show Shanghai
    • sparkling wine and champagne fair China

    10 more alternate names hidden

    Trust footer

    Sources

    3

    References

    3

    Publishers

    0

    Date checked

    1

    ProWine Shanghai

    2

    Messe Düsseldorf

    3

    Shanghai Sinoexpo Informa Markets

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