The recent premiere staging of ProWine ASIA 2016, International Trade Fair for Wines and Spirits, in Singapore, concluded on a high note: 257 established wine and spirits producers and distributors from 30 countries showcased their products to 8,285 attendees, including trade visitors, masterclass and seminar speakers and delegates from 44 countries and regions. About 47% came from overseas including Malaysia, Indonesia, Thailand and Philippines. ProWine ASIA 2016 provided an ideal platform for the sector, bringing together producers, importers, distributors, key buyers and industry experts. International exhibitors reported valuable new business contacts from Southeast Asia and beyond.
This new addition to the international wine and spirits trade fair portfolio of Messe Düsseldorf was jointly organized by Messe Düsseldorf Asia and Singapore Exhibition Services and held alongside the 20th edition of Food&HotelAsia2016 (FHA2016), the region’s leading food and hospitality trade event.
Marius Berlemann, ProWein Director and Global Head of Wine & Spirits at Messe Düsseldorf, stated: “Having followed our highly successful global formula which brings together an international variety of wine brands and producers under one roof, we are extremely pleased to see this internationality reflected here at ProWine ASIA. With overseas exhibitor participation at 88% hailing from 30 countries, this reinforces the strategic position that the exhibition plays in fulfilling the needs and demands for such a dedicated platform in this market.”
“The business networks and the promising connections between industry players and international wine producers looking to expand into Southeast Asia, alongside some 600 masterclass participants, have certainly exceeded our expectations. The encouraging response we have received at ProWine ASIA, extending the reach of ProWein Düsseldorf to a Southeast Asian audience, is proof of the dynamic potential of this region’s wine and spirits market,” added Gernot Ringling, Managing Director of Messe Düsseldorf Asia.
New Business Opportunities in Asia
ProWine ASIA 2016 featured a multi-national selection of wines and spirits, with group exhibits from established wine producing countries such as Australia, Austria, Chile, Italy and France. Global wine producers, which made up the majority of the exhibitors, were pleased to reach local Singapore and Asian markets through this platform.
Canadian exhibitor Hanspeter W. Stutz, President of Grand Pré Wines Limited, confirmed the views of many international exhibitors: “I believe that Singapore is a strong hub for wines and spirits in this region and a great market to launch our products in, as a starting point to increasingly bring them to more countries here. At ProWine ASIA, we were able to showcase our products for the first time to many potential Asian distributors and buyers. We will most definitely take part again if we can at the next ProWine ASIA trade show.”
“I want to bring my special Rosolo wines made from dried grapes to the world and Singapore was an essential stop for me as it is the gateway to Southeast Asia. Now is an opportune time for me to target Singapore and the surrounding countries in this region,” said Franz Jägersberger, owner of Austrian wine producer Weingut JbN.
Regional Launch Pad for Singaporean Companies
There was also a notable Singaporean representation at the show, with well-known companies such as Whistler Wine and Spirits, Tuck Lee Ice Works and small and medium-sized companies like True Heritage Brew and Bottles & Bottles.
“The strong support we have seen from both international and local exhibitors and trade attendees for this event is very inspiring and we are happy to see the connections and deals made at this first ProWine ASIA. We are certain that this event has brought synergistic cross-over value between the food and hotel sectors and the wine and spirits industry, and extended the ProWine ASIA visitors base beyond the Southeast Asia region. The event also allowed attendees from FHA to expand their horizons in this one-stop sourcing platform by experiencing the varied and exciting international selection of wines and spirits for the discerning consumers in this region,” noted Lindy Wee, Chief Executive, Singapore Exhibition Services.
Masterclasses and Seminars
Participants praised the specialized masterclasses and seminars, each focusing on different aspects of wine and spirits. “It was a very informative masterclass session for me. I had the opportunity to be introduced to and taste lesser known wines from the Sicily and Sardegna region and expand my knowledge about Italian wines. The session covered the history and production of the wines and its distinct characteristics and taste notes, which I truly appreciated,” explained Michael Gontana, General Manager of PT. Sarindo Makmur Sejahtera.
Indra Kumar, Certified Specialist of Wine and Champion of Singapore Sommelier Competition 2009, agreed: “The earlier masterclass on Spanish wines was fantastic. We had overseas and local importers, sommeliers and those from related F&B sectors attending the session, which led to many productive and rewarding discussions. ProWine ASIA 2016 provided a dedicated stage for knowledge exchange for the wines and spirits industry.”
Asia’s First Champagne Lounge
ProWine ASIA 2016 featured Asia’s first Champagne Lounge with more than 25 different types of champagne – many of which were unique “‘first in Asia” labels, by renowned champagne producers. Trade visitors also had the opportunity to seek advice and consult with Oenologists to better understand and appreciate champagne. Samuel Tse, Service Director of The American Club in Singapore, noted that “the Champagne Lounge is an interesting concept. Being responsible for making recommendations to my purchasing department on the wines to stock for our private club members, the Lounge allowed me to discover and taste the various types of champagne all at one place. The unique champagne liqueur and some quality Rose champagnes I sampled are some of my picks.”
The next edition of ProWine ASIA will be held in from April 24 - 27, 2018 in Singapore alongside Food&HotelAsia2018 (FHA2018). Other wine trade fairs in the Messe Düsseldorf worldwide program include the fourth edition of ProWine China in Shanghai (November 7 – 9, 2016) and ProWein in Düsseldorf, Germany (March 19 – 21, 2017). For further information on visiting or exhibiting at any of the Messe Düsseldorf wine trade fairs, contact Messe Düsseldorf North America, 150 North Michigan Avenue, Suite 2920, Chicago, IL 60601. Telephone: (312) 781-5180; Fax: (312) 781-5188; E-mail: firstname.lastname@example.org; Visit our web site http://www.mdna.com; Subscribe to our blog at http://blog.mdna.com; Follow us on twitter at http://twitter.com/FoodBev_MDNA