With other wine shows in the Hong Kong market, what can ProWine Asia bring to the Hong Kong wine scene?

TAGS:
  • ProWine Asia to enter Hong Kong in 2017 – 8th to 11th May
  • New Hong Kong event to run in parallel with a major food show
  • ProWine Asia to run every year alternating between Singapore and Hong Kong
  • ProWine China runs annually in Shanghai

ProWein, held in Düsseldorf, is known to many in the wine trade as the ‘must attend’ wine show in the annual calendar. In 2013, it entered the Asian market with ‘ProWine China’, acknowledging country’s huge growth potential and future importance. ‘The first edition of ProWine China was held in Shanghai in 2013, when we recorded 7,650 trade visitors. Since then the figures have continually moved upwards. In 2016 ProWine China attracted 10,300 pure trade visitors,’ said Marius Berlemann, global head of wine & spirits and director of ProWein.

2016 saw the launch of ProWine Asia in Singapore, held alongside Food & Hotel Asia; ‘ProWine Asia got off to a very good start in Singapore in April 2016, and I am confident that it will reliably cover South East Asia in the future.’ Berlemann said. This good start has given ProWein the confidence to launch in Hong Kong in 2017.

With other wine shows in the Hong Kong market, ProWein is confident it can differentiate itself and bring scale and value to the Hong Kong wine scene. ‘It is true that Hong Kong has a number of interesting wine shows. So far, however, they’ve always taken place in even-numbered years or during the second half of the year. By holding ProWine Asia, we are set to provide an attractive platform for the wine industry in Asia and we will be filling a specific gap.’ said Berlemann.

The major differentiator will be the presence of HOFEX, a leading food and hospitality tradeshow in the region, which will run at the same time, giving trade visitors access to many parts of their supply chain. ‘Like in Singapore and also in Shanghai, at ProWine China, Hong Kong will be leveraging the synergy effects of a major food show held in parallel – HOFEX,’ added Berlemann. ‘The idea is unique and has already proved its worth at the other locations. After all, many food buyers also handle the procurement of wine, and so ProWine Asia provides them with a suitable range in our proven ProWein quality.’