Wine Fairs in China: How to Attend a Wine Trade Fair in China?

Wine Fairs in China

In recent years the ever-growing demand for imported drinks in both mainland China and Hong Kong has seen the region become one of the world’s top consumers of wine and spirits. In fact, China was the world’s seventh-largest wine consumer by 2021 with imports worth a staggering $1.43billion.

From 2014 to 2022, the wine sector within the Chinese alcoholic market experienced remarkable revenue expansion. Over this timeframe, revenue surged by $8.89 billion, signifying an impressive growth rate of 40.68%. This surge underscores the increasing appeal and consumer demand for wine in China.

Wine Revenue in China

Why Wine Fairs are Beneficial to You?

According to Decanter China, exhibitions and regional fairs pose great real-life examinations for producers. They get to meet distributors or even consumers face-to-face, build harmonious relationships with their clients, and keep in touch with their regular clients. This is also the best opportunity to reach out to potential clients and get to know more people in the trade, especially those powerful buyers.

Exhibitions can also be the place to collect market information, good research about competitors and successful companies can lead to new marketing ideas. Certainly, exhibitions are also the best time for new product announcements and branding events, so as to raise brand awareness.

Thanks to Wine Fairs companies can:

  • Use this event as a forum to deepen existing relationships and establish new networks
  • Find in-depth and comprehensive information about the latest developments, trends, products, and services in the wine industry
  • Use the fair to show their products to an interested audience, and so to find new customers
  • Show their products on the market and increase brand awareness
Wine Trade Fair in China

The Most Important Wine Fairs in China

ProWine China

The ProWine China is an international trade fair for wines and spirits, which takes place every two years in Shanghai. It is an offshoot of ProWine in Dusseldorf and is exclusively open to trade visitors from the retail, wholesale, and foreign trade, gastronomy, hotel, and manufacturing industries. The aim of the fair is to position international wineries, distributors, and manufacturers in the dynamic wine market in China.

The ProWine China is creating a platform for international distributors and producers but also for local suppliers and small buyers to offer the entire repertoire of the wine industry, to set new highlights, and to develop innovative trends. It has firmly established itself in the market and now plays a key role in the Chinese wine trade. The focus of the exhibition is on quality, quantity, and variety.

Prowine China

Chengdu Wine Fair

The Chengdu Wine Fair, also known as the Sichuan International Wine Fair, is the largest trade fair for wines in the southwestern region of China. It attracts wine producers and enthusiasts from both China and abroad.

For wine enthusiasts and consumers, Chengdu international event is a haven of exploration. It offers a unique opportunity to sample an extensive array of wines from diverse regions and varietals. Tasting sessions, workshops, and masterclasses provide valuable insights into the nuances of wine appreciation and education, making it an enriching experience for those seeking to deepen their wine knowledge.

Chengdu Wine Fair

Shanghai International Wine and Spirits Exhibition (SIWS)

SIWS is held annually in Shanghai and is known for its large-scale wine exhibitions, seminars, and networking opportunities for professionals in the wine industry.

With each passing year, SIWS continues to solidify its reputation as a global platform that not only reflects the evolution of China’s wine and spirits market but also influences its trajectory. The exhibition typically spans several days and transforms Shanghai into a beacon for wine aficionados and industry insiders alike. It’s one of the most popular wine trade fairs in the Chinese Mainland.

Shanghai International Wine and Spirits Exhibition (SIWS)

One of SIWS’s defining characteristics is its unparalleled scale and diversity. The event showcases a staggering array of wines and spirits, spanning various regions, styles, and price points. From celebrated Bordeaux vintages to emerging Chinese wineries, SIWS offers a comprehensive panorama of the global wine and spirits landscape. This diversity attracts exhibitors and attendees from across the world, creating a vibrant marketplace where partnerships are forged, trends are set, and innovations are unveiled.


Beijing International Wine & Spirit Expo

The Beijing International Wine & Spirit Expo, often referred to as the “Beijing Wine Expo,” is a prestigious and much-anticipated annual event that encapsulates the essence of China’s thriving wine and spirits culture. Held in the heart of China’s capital city, Beijing, this expo has established itself as a focal point for industry professionals, wine enthusiasts, and the global wine and spirits community.

The exposition encompasses a broad spectrum of industry stakeholders, encompassing producers, traders, importers, and exporters, all presenting their latest offerings and services. The primary emphasis lies in the exploration of wines from diverse corners of the globe, including the most exquisite and elusive vintages. Interwine also provides a rich array of seminars, workshops, and tasting sessions designed to enhance the knowledge and expertise of attendees.

Beijing International Wine & Spirit Expo

A standout feature of the event is the recognition of excellence within the industry, where the finest wines and spirits across various categories receive accolades. This draws the attention of numerous experts and wine enthusiasts eager to uncover exceptional products and stay abreast of the latest trends in the field.

Interwine is a yearly affair and, as such, is slated for its 7th edition in July 2024, promising another captivating experience in Beijing.

Beijing International Wine & Spirit Expo 2

Guangzhou International Wine & Spirits Fair

The Interwine Guangzhou, an esteemed annual wine fair, graces the sprawling halls of the China Import & Export Fair Pazhou Complex in the vibrant city of Guangzhou. This prestigious event casts a wide net, attracting a diverse array of industry participants, ranging from producers and traders to importers and exporters, all eager to unveil their latest offerings to a discerning audience.

Central to the essence of the Interwine Guangzhou is the exploration of wines from every corner of the globe, including the discovery of the most exquisite and elusive varietals. Within its expansive confines, attendees embark on an exhilarating journey through the world of wine, a voyage that exposes them to the rich terroirs, histories, and unparalleled flavors that define the global wine landscape.

Interwine is not merely an exhibition but an immersive learning experience. It provides an extensive lineup of seminars, workshops, and tastings designed to enrich the knowledge and refine the tasting skills of participants. Experts and enthusiasts alike can partake in these educational sessions, gaining profound insights into the complexities of wines and spirits.

Sinodrink at Guangzhou International Wine & Spirits Fair

Other Important Wine Expos

  1. Vinexpo Shanghai: Vinexpo is a globally recognized wine and spirits exhibition. Vinexpo Shanghai serves as an important meeting point for the wine and spirits industry in China and Asia.
  2. China Food and Drinks Fair (CFDF): While not exclusively focused on wine, CFDF is a major event for the entire food and beverage industry in China. It includes a significant wine section and attracts a wide range of industry professionals.
  3. TopWine China: TopWine China is a wine trade show that takes place in Beijing. It focuses on promoting wine culture and trade in the Chinese market.
  4. China Wine & Spirits Awards (CWSA): While not a traditional wine fair, CWSA is one of the most prestigious wine competitions in China. Winning a CWSA medal can significantly boost a wine’s reputation and sales in the Chinese market.
VineExpo China

Preparing for a Wine Expo in China: A Step-by-Step Guide

Understand the Chinese Market

To effectively navigate the Chinese wine market, invest time in comprehensive research. Dive into consumer preferences, market trends, and the competitive landscape. Gain insights into the local wine culture, including traditions, customs, and preferences. Understanding the unique nuances of the Chinese market will enable you to tailor your approach and offerings accordingly. You can read more about this here.

Choose the Right Expo

Selecting the appropriate trade fairs in China is pivotal to your success. Different expos cater to various segments of the market, so align your choice with your brand’s goals and target audience. Events like ProWine China, Vinexpo Shanghai, and Interwine Guangzhou are popular choices. Consider factors such as the expo’s timing, location, and the profile of attendees to ensure it suits your brand’s needs.

Booth Design and Presentation

In the context of a wine expo in China, your booth design and presentation are of paramount importance. They serve as the visual and sensory gateway to your brand, making an immediate and lasting impression on attendees. Here’s why giving careful attention to booth design and presentation is crucial for your success:

  • Reflecting Your Brand Identity: Your booth design should be a physical manifestation of your brand’s identity. It’s an opportunity to showcase the essence of your wines or spirits, whether that’s rooted in tradition, innovation, elegance, or uniqueness.
Case Study
  • Capturing Attention: At a wine expo where numerous brands vie for attention, a visually striking booth can be the difference between being noticed and being overlooked. Eye-catching graphics, lighting, and signage can draw attendees in, enticing them to explore your offerings.
  • Showcasing Your Products: Your booth’s layout should be optimized for showcasing your products effectively. Arrange your wines or spirits in an organized and visually appealing manner. Use display stands, shelves, or tables to make it easy for attendees to view, handle, and appreciate your offerings. Ensure that product information is readily accessible.
  • Engaging the Senses: Presentation goes beyond visual appeal; it should engage multiple senses. Consider offering tastings or aromas that waft through your booth, creating an immersive experience.
Abrau Durso
  • Interactive Elements: Consider incorporating interactive elements to enhance engagement. For instance, digital displays, virtual reality experiences, or live demonstrations can captivate attendees and deepen their connection with your brand.
  • Leave a Lasting Impression: Lastly, the goal of your booth presentation is to leave a lasting impression. Make it memorable, so attendees remember your brand long after the expo concludes. This can lead to follow-up inquiries and partnerships.

Promotional Materials

Prepare a range of high-quality promotional materials, including brochures, catalogs, and product sheets, all available in both English and Chinese. These materials should effectively convey your brand’s story, product offerings, and key messages. Having bilingual staff or interpreters on hand can also facilitate communication with visitors and potential partners. Include QR codes for easy access to online resources and contact information.


Product Selection

Carefully curate the wines or spirits you intend to showcase at the consumer goods expo. Focus on highlighting your best products and any new releases that could generate excitement among attendees. Ensure you have an ample supply of product samples available for tastings, as this is often a primary draw for visitors to your booth.

Marketing and Promotion

Promoting your participation in trade shows is essential to attract visitors to your booth. Utilize your brand’s website, social media platforms, and email newsletters to create awareness and generate buzz. Consider running targeted digital marketing campaigns in China to further boost your visibility and entice attendees to explore your offerings.

Define Your Target Audience

Start by identifying your target audience within the Chinese market. Understand their demographics, preferences, and behaviors. Tailor your marketing messages and strategies to resonate with this specific audience.

Create a Marketing Plan

Develop a comprehensive marketing plan that outlines your strategies and tactics. Consider both online and offline channels, including social media, email marketing, print materials, and partnerships.

Build a Strong Online Presence

Ensure your website is up-to-date, mobile-friendly, and optimized for search engines (SEO). Create landing pages specifically for the expo, showcasing your products and booth details.

Baidu SEO

Content Marketing

Create valuable and informative content related to your brand and products. This can include blog posts, articles, videos, or infographics. Share this content on your website and social media to establish your brand as an authority in the industry.

Social Media Marketing

Chinese social media platforms like WeChat, Weibo, and Douyin are powerful tools for reaching a wide audience. Create engaging and shareable content that highlights your brand, products, and participation in the expo. Consider using influencers to amplify your reach.

Chinese Social Media Wine

In the lead-up to the wine expo, generate excitement through teaser campaigns, countdowns, and sneak peeks of what attendees can expect at your booth. Create interactive elements within your booth that encourage engagement. This could be a digital quiz, virtual tastings, or product demonstrations. Encourage attendees to share their experiences on social media.

H5 Wechat Brochure

A company can also have a WeChat e-brochure to introduce itself effectively. It is an electronic brochure that is easy to share on Wechat. It contains the listing of products (in Chinese).


Email Marketing

Use email marketing to reach out to your existing customer base and potential leads. Send personalized invitations, event updates, and exclusive offers to entice attendees to visit your booth.

Collaborate with Local Partners

Partner with local businesses or associations to expand your reach. They can help promote your brand to their networks and customer base. Consider co-hosting events or promotions.


Follow-Up Strategy

Develop a well-thought-out follow-up strategy to nurture the leads and connections you make during the expo. Immediately after the event, send personalized thank-you emails to contacts you’ve met, along with any additional information they may find valuable. Continue the conversation, share updates, and express your eagerness to explore potential collaborations or partnerships.

Wine Expo China

From Expo Dreams to Reality: GMA’s Expertise in Brand Awareness

As you embark on the exciting journey of participating in wine expos in China, it’s important to recognize the immense potential these events hold for your brand. They provide a platform to introduce your products to a vast and dynamic market, forge valuable partnerships, and elevate your brand’s presence to new heights.

At GMA, we understand the unique challenges and opportunities that come with such endeavors.


If you’re seeking to make a lasting impact, cultivate brand awareness, and navigate the intricacies of the Chinese wine market, remember that you don’t have to embark on this journey alone. We are here to support you every step of the way. Our expertise in brand awareness, marketing strategies, and event preparation can be a valuable asset in your quest for success.

Reach out to us today, and let us help you craft a customized strategy that aligns with your goals and aspirations. Whether you’re a seasoned brand or a newcomer to the Chinese market, together, we can unlock the full potential of your participation in wine expos, ensuring that your brand shines brightly in the spotlight of this dynamic industry.

At GMA, we believe that every brand has a unique story to tell, and we’re here to help you tell it to the world. Contact us today and let’s embark on this exciting journey together.

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