Impact
A bigger and stronger platform
ProWine Shanghai 2025 successfully showcased a diverse range of products and attracted significant international participation, reinforcing its status as a key event in the wine and spirits industry.
Event overview
Overview
ProWine Shanghai 2026 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. This event serves as a crucial business platform for the wine and spirits trade, showcasing a diverse range of products and fostering connections among industry professionals.
ProWine China 2026 takes place in Shanghai, China. Venue: Shanghai New International Expo Centre (SNIEC).
TL;DR
- 1Dates and Venue: ProWine Shanghai 2026 runs from November 10 to 12, 2026, at the Shanghai New International Expo Centre.
- 2Scale and Focus: This leading trade fair showcases a wide array of wines and spirits, attracting thousands of industry professionals.
- 3Organiser: The event is organised by Shanghai Bohua International Exhibition Co., Ltd. and Messe Düsseldorf (Shanghai) Co., Ltd.
- 4Buyer Authority: Attendees include top-quality trade specialists from the wine and spirits sectors, ensuring valuable networking opportunities.
- 5Entry: Pre-registration is required for visitors, with various services available to enhance the experience.
Why visit
Visitors to ProWine Shanghai can expect to engage with a wide range of exhibitors, discover new products, and network with industry leaders. Dates and Venue: ProWine Shanghai 2026 runs from November 10 to 12, 2026, at the Shanghai New International Expo Centre. Buyer Authority: Attendees include top-quality trade specialists from the wine and spirits sectors, ensuring valuable networking opportunities. Entry: Pre-registration is required for visitors, with various services.
Why exhibit
Exhibiting at ProWine Shanghai offers companies unparalleled access to a targeted audience of industry professionals, enhancing brand visibility and facilitating business growth through direct engagement with potential buyers. Scale and Focus: This leading trade fair showcases a wide array of wines and spirits, attracting thousands of industry professionals. Buyer Authority: Attendees include top-quality trade specialists from the wine and spirits sectors, ensuring valuable.
Attendees, exhibitors & solutions
Who this event is for
Visitor profile
Typical attendee groups you can expect to meet.
Wines and spirits retail trade professionals
Catering and hotel industry representatives
Grocery retail and wholesale trade buyers
Importers and exporters in the wine sector
Members of specialist-related associations and institutions
Trade visitors seeking new products and partnerships
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Wine producers from various regions
Spirits manufacturers and distributors
Suppliers of wine accessories and equipment
Import/export companies in the beverage sector
Marketing and promotional service providers
Trade associations and industry organizations
Product categories
Key solution areas showcased across the event.
Red, white, and sparkling wines from around the world
Premium spirits including whiskey, vodka, and rum
Wine accessories such as glasses and decanters
Packaging solutions for the beverage industry
Wine-related services including marketing and distribution
Innovative products and trends in the wine and spirits market
Location & Facilities
Venue
Shanghai New International Expo Centre (SNIEC)
Shanghai, China
Facilities
Food options
On-site catering
On-site diningParking: Shanghai New International Expo Centre (SNIEC) in Shanghai typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Gate: Follow organiser signage to the main visitor entrance at Shanghai New International Expo Centre (SNIEC) for badge collection; allow extra time for security screening during peak morning arrival.
Attend
Entry & tickets
Free registration
Event days & opening times
DayOpening hours
10 – 12 November 2026:10:00 AM – 6:00 PM daily
How the last edition performed
Previous edition
Audience quality
High-value decision-makers
The event welcomed a high-quality audience of trade professionals, including buyers from retail, catering, and import/export sectors, ensuring meaningful business interactions.
Exhibitor outcomes
Real business growth
Exhibitors reported strong leads and valuable connections, highlighting the event's effectiveness in facilitating business growth and market entry.
Intelligence
Market context
Key market insights, trends, news and related events to help you understand the bigger picture.
Shanghai, China
Why it matters
Attending ProWine China 2026 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.
Digital buyer journeys
What digital buyer journeys means for buyers and exhibitors in this sector.
Sustainability in procurement
What sustainability in procurement means for buyers and exhibitors in this sector.
Automation and labour efficiency
What automation and labour efficiency means for buyers and exhibitors in this sector.
Regional supply-chain resilience
What regional supply-chain resilience means for buyers and exhibitors in this sector.
Hybrid engagement models
What hybrid engagement models means for buyers and exhibitors in this sector.
Plan your trip
Travel & logistics
Local currency · CNY
Arrival airports
Choose from the following airports, with convenient access to the event and venue.
Shanghai Pudong International Airport
Main international gateway for Shanghai and usually the closer of the two airports to SNIEC because both sit on the east side of the city. Metro Line 2 and the Shanghai Maglev also run toward the Longyang Road area. Confirm live transfer options before travel.
to venue
Approx. 30-50 min by road (varies with traffic)
by car
Shanghai Hongqiao International Airport
Serves mainly domestic and some regional international routes on the west side of Shanghai, so it involves a longer cross-city transfer to SNIEC. Metro Line 2 links Hongqiao toward the Longyang Road corridor; allow extra time in peak hours. Confirm live options before travel.
to venue
Approx. 45-70 min by road (varies with traffic)
by car
Local transport
Get around the city with these convenient transport options.
Metro
Estimated costCNY 3–7 single journey (Line 2/7); Shanghai Maglev to Longyang Road approx. CNY 50
Best forShanghai Pudong International Airport (PVG) to SNIEC area via Line 2 / Line 7
Cheapest option; Metro Line 2 and the Maglev both run toward the Longyang Road corridor and SNIEC is served by Line 7 (Huamu Road). Allow extra time with luggage. Confirm live fares before travel.
Metro
Estimated costCNY 5–7 single journey
Best forShanghai Hongqiao International Airport (SHA) to SNIEC area via Line 2
Metro Line 2 runs cross-city to the Longyang Road corridor; the full trip can take around an hour. Confirm live routes and fares before travel.
Taxi / rideshare
Estimated costCNY 150–200
Best forShanghai Pudong International Airport (PVG) to Shanghai New International Expo Centre (SNIEC)
Approx. 30–50 min by road, varying with traffic; both PVG and SNIEC sit on the east side of the city. Confirm fares and surcharges before travel.
Taxi / rideshare
Estimated costCNY 180–250
Best forShanghai Hongqiao International Airport (SHA) to Shanghai New International Expo Centre (SNIEC)
Cross-city run from the west side of Shanghai; allow 45–70 minutes depending on traffic. Confirm fares before travel.
Taxi / rideshare
Estimated costCNY 50–90
Best forCentury Avenue / Lujiazui hotel area to SNIEC
Typical Pudong hotel-to-venue trip; 15–40 min depending on traffic. Metro Line 2/7 is often quicker during peak hours. Confirm fares before travel.
Metro / Maglev
Estimated costCNY 3–5 single journey
Best forLongyang Road station to SNIEC (Huamu Road / Longyang Road)
SNIEC is served by Line 7 (Huamu Road) and Lines 2/7/16 (Longyang Road). Keep a metro card or mobile payment ready. Confirm live routes before travel.
Weather
November sits in Shanghai's mild, drier autumn shoulder: comfortable for walking the fairground but changeable, with cooler evenings and occasional showers, and outside the summer typhoon peak. See the visitor weather notes for temperature and packing detail, and check the local forecast in the final week before the 10-12 November 2026 show days.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
China uses a mix of national and international mobile networks, and 4G/5G coverage in Shanghai is broad. Several international websites, apps and messaging services are not directly accessible from mainland networks without a VPN, and some travel eSIMs route traffic outside the mainland. Arrange an eSIM or roaming plan and any VPN access before arrival, note that SNIEC and most hotels provide Wi-Fi, and confirm current connectivity options before travel.
Ride-hailing
Taxis
Public transit
Car rentals
Cultural notes
Useful information to help you have a smooth and respectful visit.
Mobile payment
Alipay and WeChat Pay are the default payment methods in Shanghai, and many wallets now link to international cards. Carry a small amount of cash and a physical card as backup, and confirm your app supports foreign cards before travel.
Language
Mandarin (Putonghua) is the working language. English is limited outside international hotels and the fairground, so a translation app and the venue and hotel addresses written in Chinese characters help with taxis and directions.
Business etiquette
Punctuality, bilingual business cards and a light handshake are standard at the fair. Relationship-building over meals is common in the Shanghai wine trade, so allow time for informal dinners and tastings during show week.
Tipping and service
Tipping is not customary in mainland China and service charges may already be included on hotel and restaurant bills. Confirm any service charge before adding a tip.
Dining around the fair
Shanghai has a deep restaurant and bar scene, and the wine trade often meets over evening tastings. During the 10-12 November 2026 fair week, reserve restaurants and bar tables in advance.
Practical guides
Visitor & Exhibitor Essentials
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Flights
Destination: PVG
Shanghai is served by two airports: Pudong International (PVG) on the east side and Hongqiao International (SHA) on the west. For SNIEC, PVG is usually the shorter road transfer, but compare both on total journey time and fare. Book early for the 10-12 November 2026 dates because November is a busy business-travel month in Shanghai, and check that your fare includes the baggage and change conditions you need. The sample fares shown in this listing are indicative only - always confirm live prices and schedules before booking.
Transport
Get to the venue and around the city with these options.
Airport → venue: Primary gateways: Shanghai Pudong International Airport (PVG): Approx. 30-50 min by road (varies with traffic); Shanghai Hongqiao International Airport (SHA): Approx. 45-70 min by road (varies with traffic). Allow road or rail time to Shanghai New International Expo Centre (SNIEC); on-site parking is usually available at major exhibition venues.
Hotel → venue: Most fair visitors stay in Pudong near SNIEC and Century Park, or in central districts such as Lujiazui, People's Square and Jing'an. From central Shanghai, allow roughly 30-60 minutes to SNIEC by taxi or rideshare depending on traffic, or take Metro Line 2 toward Longyang Road and transfer to Line 7 for Huamu Road. Staying within walking distance of SNIEC shortens transfers during the 10-12 November 2026 show days. Compare live journey times on a mapping app before fixing accommodation.
Ride-hail: Didi is the dominant ride-hailing app in mainland China, and Uber does not operate there. The English-language Didi app can be linked to an international card, and Alipay and WeChat mini-programs also offer ride-hailing. At PVG and SHA use the designated pickup zones, and at SNIEC follow signs to the taxi and rideshare pickup points. Confirm app and card support for foreign cards before arrival.
Public transit: Shanghai's Metro is the fastest way to reach SNIEC. Line 7 stops at Huamu Road station, a short walk from the halls, and Longyang Road station (Lines 2, 7 and 16) is also within walking distance. Line 2 connects both Pudong and Hongqiao airports toward the Longyang Road corridor. Buy a single-journey ticket at station machines or use a Shanghai transport QR code in Alipay or WeChat. Fares are approximate, and journeys from central districts can take roughly 30-60 minutes. Confirm the latest routes and station exits before travel.
Parking: SNIEC provides on-site parking around the halls for visitors arriving by car or coach, and capacity is busiest on the opening morning of the show. Parking is charged and pricing is set by the venue, so confirm current rates and the closest hall-side entry points with SNIEC or the organiser before driving. Taxi and rideshare drop-off points are signposted at the venue.
Weather
Plan and pack for the event climate.
Month: November
Temperature: Typically around 9-19°C, with daytime highs near 15-19°C and overnight lows near 9-12°C. These are climatic ranges, not a forecast - confirm the local forecast close to travel.
Seasonality: Mid-autumn in Shanghai: rain becomes lighter than the summer peak but short showers are still possible, and humidity eases through the month. November sits outside the summer typhoon peak, though autumn weather can change quickly.
Packing: Pack layered business-casual clothing for mild days and cooler evenings, a light jacket or coat, a compact umbrella and comfortable shoes for walking the SNIEC halls. Bring business cards and any tasting materials you need for meetings, and check the local forecast in the final week before the fair.
Plan your trip
Planning
Best day for qualified buyer meetings: Day 2 (mid-show)
Mid-show days at ProWine China 2026 usually combine full exhibitor attendance with scheduled B2B meetings, before early pack-down on the final day.
Networking spots
2ProWine China 2026 registration concourse
Organiser B2B lounge (if offered)
Budget
Costs & budget
Build your working budget
Adjust the inputs below to create a directional event budget.
Estimated budget
Live estimate
- Hotel × 2 nightsCN¥190.00
- Per diem × 2CN¥150.00
Estimated totalCN¥340.00
This is a directional estimate. Please verify live rates before booking.
Decision
Visit, exhibit, or skip?
Should you go?
Use this quick check to decide whether ProWine China 2026 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
- AOP / AOC
- Appellation d'Origine Protégée / Contrôlée - the French system that ties a wine's origin, permitted grape varieties and production rules to a defined geographic area. French producers at ProWine Shanghai 2026 commonly lead with AOP/AOC status when pitching listings to Chinese importers.
- DOCG
- Denominazione di Origine Controllata e Garantita - Italy's highest quality classification for wine. A useful quality and provenance cue when presenting Italian ranges to trade buyers at the fair.
- IGP
- Indication Géographique Protégée (France) or Indicazione Geografica Protetta (Italy) - a tier below AOP/DOC that allows broader geographic labelling. Frequent on entry and mid-tier listings shown in Shanghai.
- Grand Cru
- A top-tier vineyard or estate designation used in regions such as Bordeaux, Burgundy and Alsace. A strong positioning cue for premium listings in the Chinese on-trade and collector market.
- Terroir
- The combination of soil, climate and site that shapes a wine's character. A core talking point for producers building brand stories with Chinese sommeliers, importers and media at ProWine Shanghai.
- Vintage
- The year the grapes were harvested. Vintage variation drives buyer interest and negotiating positions, especially for Bordeaux and Burgundy, and is usually printed on the stand tasting notes.
- En primeur
- Buying wine before bottling, based on barrel samples. Relevant to fine-wine importers and collectors active in the Shanghai market.
- Négociant
- A wine merchant that buys grapes, must or juice from growers and produces and bottles wine under its own label. A common partner for importers seeking consistent volume supply.
- Bulk wine
- Wine shipped in large containers for bottling in the destination market. Bulk and bag-in-box supply is a significant share of Asia's volume trade and appears alongside bottled listings at the fair.
- Private label / OEM
- Own-brand wine produced for a retailer, distributor or e-commerce channel. A growing segment across China's retail and online wine business.
- OIV
- International Organisation of Vine and Wine - the intergovernmental body that publishes global production and consumption statistics widely used across the wine trade.
- Sommelier
- A trained wine professional who manages wine service and lists in restaurants and hotels. A key on-trade buyer group for wines presented at ProWine Shanghai 2026.
- Tasting note
- A structured description of a wine's appearance, aroma, palate and finish, used to standardise trade evaluation during walk-up tastings and masterclasses.
- Vins de cépage
- Varietal wines labelled by grape rather than place of origin. They anchor much of the accessible, volume-driven range aimed at new Chinese wine drinkers.
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Also known as
Alternate names and search phrases for this event.
- ProWine China 2026
- ProWine Shanghai 2026
- ProWine China Shanghai
- ProWine Shanghai
- ProWine China wine fair
- ProWine China spirits expo
- wine and spirits trade fair China
- wine and spirits expo Shanghai 2026
- international wine fair Shanghai
- wine accessories expo Shanghai
8 more alternate names hidden
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Sources
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References
1
Publishers
0
Date checked
1
ProWine Shanghai
- event_website
- event_social
- event_social
Digital business cards for the show floor
Display a free company card at your booth, or share your professional card on the show floor.