DRINKS BUSINESS | ProWein Düsseldorf: the growing potential for Asia’s wine and spirits

ProWein 2025 saw a select group of Asian exhibitors make their way to Düsseldorf. db Asia caught up with them to explore their growing influence in the wine and spirits industry.

One of the most notable debuts this year was the Ningxia wine region, which unveiled its pavilion in Hall 12. Although the 10 exhibiting producers represented only a small fraction — about 5% — of the roughly 200 wineries from the arid Northern China region, the showcase featured some prominent names. Wineries such as Jade Vineyards, Silver Heights, Chateau HuaHao, and Kanaan Winery took centre stage. To announce their presence, the pavilion hosted an opening ceremony and a series of masterclasses led by China’s newest Master of Wine, Xing Wei.

Among the exhibitors, Kanaan Winery’s renowned winemaker and owner Wang Fang was at the pavilion pouring her wines, including Black Beauty, served on first and business class of Cathay Pacific Airlines. Over the years, European buyers have transitioned from disbelief at Chinese wines to acceptance of their quality, she said. However, the wines were often seen as expensive. This year, Fang noticed a shift. “The visitors tasted my wine for the first time and were comfortable with the price,” she said. “I hope this is the beginning of a new change.”

Next door, Chateau Changu, China’s oldest and largest winery, made a prominent display, presenting all eight properties under the Chateau Changyu banner. Among them was Chateau Changyu Moser XV, a collaboration between the Chinese winery and Austrian winemaker Lenz Moser. Moser, beaming with satisfaction after three days of interactions, said: “I had a great show. I held 15 planned meetings with distributors, plus another 13 walk-in meetings. I’m happy with the results and ready to head home.”