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ProWein Düsseldorf: the growing potential for Asia’s wine and spirits
In Messe Düsseldorf’s Hall 12, Nimmi Malhotra hears from wine and spirit producers from China and India, as well as a gin producer from Singapore. The post ProWein Düsseldorf: the growing potential for Asia’s wine and spirits appeared first on The Drinks Business.
In Messe Düsseldorf’s Hall 12, Nimmi Malhotra hears from wine and spirit producers from China and India, as well as a gin producer from Singapore.
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.”
Meanwhile, at Grover Zampa's booth, Sumit Jaiswal, chief operating officer of the Indian winery, was upbeat, despite the noticeable reduction in visitor footfall. Jaiswal, who first attended Prowein in 2006, reflected on the significant shift in perceptions of Indian wines. “When I started participating, people were sceptical about Indian wines, especially the European markets. They were called ‘different’, ‘unique’,” he recalled. But over time, the wines developed, and so did the attitudes. Today, Grover Zampa is widely distributed in Europe, including Norway, Sweden, Belgium, and Denmark. “Consistency pays,” Jaiswal noted, adding that the company’s decade-long commitment to the fair has been instrumental in securing these distributions.
Lastly, Singapore-based Brass Lion Gin, which recently became the official gin for the Raffles Hotel's famed Singapore Sling, debuted in ProSpirits Hall 7. According to Founder Jamie Koh, the gin received interest not only from scheduled meetings but also from spontaneous booth visits that led to fruitful conversations. Visitors, intrigued by Singapore’s emerging gin scene, were impressed by the high quality and variety of Asian flavours that Brass Lion Gin had to offer. Koh noted: “We would definitely consider returning to ProWein to further increase exposure and secure distributors across various markets.”
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.”
Meanwhile, at Grover Zampa's booth, Sumit Jaiswal, chief operating officer of the Indian winery, was upbeat, despite the noticeable reduction in visitor footfall. Jaiswal, who first attended Prowein in 2006, reflected on the significant shift in perceptions of Indian wines. “When I started participating, people were sceptical about Indian wines, especially the European markets. They were called ‘different’, ‘unique’,” he recalled. But over time, the wines developed, and so did the attitudes. Today, Grover Zampa is widely distributed in Europe, including Norway, Sweden, Belgium, and Denmark. “Consistency pays,” Jaiswal noted, adding that the company’s decade-long commitment to the fair has been instrumental in securing these distributions.
Lastly, Singapore-based Brass Lion Gin, which recently became the official gin for the Raffles Hotel's famed Singapore Sling, debuted in ProSpirits Hall 7. According to Founder Jamie Koh, the gin received interest not only from scheduled meetings but also from spontaneous booth visits that led to fruitful conversations. Visitors, intrigued by Singapore’s emerging gin scene, were impressed by the high quality and variety of Asian flavours that Brass Lion Gin had to offer. Koh noted: “We would definitely consider returning to ProWein to further increase exposure and secure distributors across various markets.” 
