Successful Prowine Singapore 2022 Reflects Strong Demand in Southeast Asia’s Growing Wine

In Asia


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September 28th – ProWine Singapore 2022 – Southeast Asia’s first post-pandemic in-person trade fair for the wine and spirits sector – recently closed to great success and brought together  230 high-quality exhibitors from 27 countries and regions with 8,500 visitors from around the world. This represents an almost 20% visitor increase compared to the last edition in 2018.

Taking place over four days at the Singapore Expo alongside FHA – Food & Beverage, ProWine Singapore 2022 featured a broad representation of international wine and spirits labels, solutions and concepts for the region’s diverse consumer markets as well as specialized masterclasses and seminars by industry experts, wine educators and Masters of Wine. 

ProWine Singapore 2022 featured 11 national pavilion and country groups, including leading wine-producing countries such as France, Germany, Italy, Portugal, Spain, and New World wine countries Australia and the U.S. The range of exhibitors and countries represented on the show floor reflected Singapore’s strong appeal to the global wines and spirits sector, including its key role as a gateway to do business in the region.

According to Richard Hemming, Master of Wine and Head of Wine, Asia, at 67 Pall Mall, the show floor was very active on all  four days. “Looking around there were people standing in every stand, talking, tasting, connecting with each other. Obviously, it is the first time in four years that we have really been able to do this properly – the show will build on this position and get even stronger in future years. It will be great for more exhibitors to consider exhibiting in these shows, even if they are already in the market, because it’s where the wine trade congregates to discuss what’s going to happen next.”

Ricardo Aleixo, Owner and Manager of Real Cave do Cedro from Portugal, said ProWine Singapore 2022 was very impressive and the best of all their participations since the first edition in 2016: “It was busy with potential buyers and lots of very good quality leads.” Joan Anton Romero, Founder and General Manager of Barcelona-based Glass Canned Wines, added: “All four days were intense, meeting distributors, retailers, hoteliers, and restauranteurs from Malaysia, Vietnam, Cambodia, Mongolia, Japan and China. We know that Singapore is the main hub to enter Asia; ProWine Singapore offered us the best opportunity to showcase our products in the region.” Glass Canned Wines offered local and top-quality wines in a 21st-century eco-friendly container which is resistant, recycled, and recyclable. For Aaron Salvestrin, a third-generation viticulturist and Director at Sans Pareil Estate, Australia, “ ProWine Singapore proved a great location and we managed to gain some very good leads and  are interested in coming back next year.”

Overall, exhibitors reported an overwhelmingly positive participation of high-quality visitors and meaningful networking opportunities with regional importers, distributors, wholesalers, restaurateurs and those representing the hotel and airline sectors. Trade visitors came from Malaysia, Indonesia, Vietnam, Thailand, Philippines – countries that are ranked among the Top 10 emerging markets of choice by producers in an earlier ProWein Global Business Report. With nearly 30% of the trade visitors coming from overseas, it further strengthened the relevance of the trade fair in bringing together quality buyers and decision-making visitors to conduct business at this must-attend regional platform.

“The crowd and excitement on the show floor and the value of face-to-face interactions and live tastings were evident. The feedback from exhibitors has been extremely positive – we are thrilled with the success of ProWine Singapore 2022, and the range of exhibitors proved the diversified development of wine and spirits in Southeast Asia, while the number of quality trade visitors was exceptional. Being the region’s first wine and spirits trade fair to return post-pandemic, it was so encouraging to see producers, distributors and retailers having the chance to reconnect, refresh their relationships, and gain business leads. A big thank you to all the exhibitors and visitors for their endorsement and support, and we look forward to welcoming them again in 2023,” stated Gernot Ringling, Managing Director of Messe Düsseldorf Asia.

For leading retailer Singapore-based Bottles & Bottles, Jeanne Mok, Head of Marketing shared:” We are happy to have this platform to meet new wineries and be considered for distribution, reconnect with trade buyers and introduce our latest portfolio, and catch up with wine educators, regional merchants, fellow distributors, accessories suppliers, and trade associations.”

Exhibitors in the spirits and liquor segment of ProWine Singapore 2022 were equally pleased. According to Anshika Agarwal, Director of The Nepal Distilleries Pvt. Ltd:, “The response has been quite amazing. ProWine Singapore has been a great opportunity for us to introduce our spirits to people in Singapore, the UK, Australia, the U.S. and other countries. Our main purpose for attending this trade fair is to do market research and to better understand the Southeast Asian palette – and we received a great deal of feedback from people in the region.” Established in 1959 in the valley of Kathmandu, The Nepal Distilleries specializes in Himalayan rum Khukri, and is Nepal’s first distillery.

First-time participant East West Management & Marketing Pte Ltd said they were expecting a small crowd of attendees on the first day but were delighted by the impressive quality of the people that came. “We had distributors from China, India, the Philippines, Malaysia, Maldives, and Indonesia – so our expectation was coming to the show to meet those distributors. Our expectations for the first day were far exceeded in every shape and form,” commented Managing Director and Founder, Brian Werner. The company introduces award-winning affordable Tequila and Mezcal to Southeast Asia and beyond. Singapore is currently one of the world’s Top 10 importers of tequila.

Strong attendance at masterclasses

The four-day lineup of masterclasses started with an exclusive panel discussion featuring four Masters of Wine: Annette Scarfe, Neil Hadley, Richard Hemming and Tan Ying Hsien. They shared their insights for new wine world with the audience, touching on key points such as Singapore’s positioning to become the region’s next wine hub. They also discussed Southeast Asia’s wine consumption trends, including an increased interest in sparkling and organic wines in Singapore.

Panel discussions exploring the adoption of blockchain technology in the wine industry and immersive tasting sessions exploring wines from lesser-known regions and differing climates also had strong attendance.

Visitors could also taste a freshly shaken Singapore Sling 2.0 using the famous Danish cherry liquor Frederiksdal Likør, at its official launch which took place at ProWine Singapore 2022. “Our participation at ProWine Singapore is very important. Our product is relatively new and unknown, and to be able to showcase it in a region where consumers are ready to try new wines benefits us greatly. During this trade fair, it feels that we the whole of Asia is here, being curious – this is what we are looking for,” said Harald Krabbe, CEO & Founder of Frederiksdal Kirsebærvin

Having visited past editions of the trade fair, Elaine Ang, Managing Director of WineCult, a Singapore-based importer of Italian artisanal wines, stated that “ProWine Singapore 2022 was the best edition yet and had a great buzz to it, where the overall quality and range of wine producers was really good.” International trade visitor S Amarnath, General Manager, The Residency Towers in Puducherry, India, agreed: “ProWine Singapore was very impressive and the range of premium and high-end quality wines on the show was unexpected so I am looking forward to networking and finding out relevant wines for our hotels.”

The next edition of ProWine Singapore will be held from April 25 – 28, 2023 at the Singapore Expo, again concurrently with Singapore’s largest food and hospitality trade show, FHA – Food & Beverage.  For further information on visiting or exhibiting at  ProWine Singapore 2023, contact Messe Düsseldorf North America; Telephone: (312) 781-5180; E-mail: [email protected]; Visit http://www.prowine-shanghai.com/en/ and www.mdna.com; Follow us on twitter at http://twitter.com/mdnachicago

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