ProWine Singapore 2022, the largest in-person wine and spirits trade fair to be held in Southeast Asia since Covid-19, returned in strength, with a near 20% increase in trade visitorship compared to its last edition held in 2018.
Taking place alongside FHA – Food & Beverage last month, over four days from September 5-8 at the Singapore Expo, ProWine Singapore 2022 saw a total of 230 exhibitors from 27 countries and regions meeting up with 8500 visitors from around the world.
Participants and observers say that the strong showing was largely due to four years of pent-up demand, as well as how the industry sees these physical gatherings as an important medium and catalyst to work towards common growth together.
“Looking around, there were people standing in every stand, talking, tasting, connecting with each other,” observed Richard Hemming, Master of Wine and Head of Wine, Asia, at 67 Pall Mall. “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.”
Using ProWine Singapore as an opportunity and platform to showcase new-to-market products is exactly what Harald Krabbe, CEO and Founder of Danish cherry wine brand Frederiksdal Kirsebærvin, did.
He remarks: “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 fair, it feels that we have the whole of Asia being here, being curious, this is what we are looking for.”
First time participants, East West Management & Marketing Pte Ltd, known for bringing award-winning tequila and mezcal to Southeast Asia and beyond, were impressed by the quality and quantity of people that visited the trade floor.
Says its Managing Director and Founder, Brian Werner: “We had distributors from China, India, the Philippines, Malaysia, Maldives, and Indonesia, so our expectation was to come to the show to meet those distributors. Our expectations for the first day were far exceeded in every shape and form.”
Though ProWine Singapore, alongside FHA – Food & Beverage, ran only once every 2 years pre-pandemic, the trade fair will pivot to an annual event starting next year. In 2023, it will be held from April 25-28, once again at the Singapore Expo.
The more frequent cycle is being introduced to better cater to the business demands and growth of the industry. Comments organiser Gernot Ringling, Managing Director of Messe Düsseldorf Asia: “The crowd and excitement on the show floor and the value of face-to-face interactions and live tastings were clear.”
“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.”
ProWine Singapore 2023 will take place April 25-28, 2023, at the Singapore Expo.