What Is Included in an Interwine Exhibition Booth?

Securing an exhibition booth at China’s premier wine and spirits trade gathering involves much more than renting a patch of floor space in Guangzhou. For international wineries, brand principals, and trade bodies, understanding exactly what is included in an Interwine exhibition booth package is fundamental to calculating total landed show costs, avoiding hidden site expenses, and designing an efficient commercial workstation that converts Asian beverage buyers.

Founded in 2005, Interwine has developed into China's longest-running dedicated international wine and spirits exhibition. Taking place biannually at the Canton Fair Complex and the Poly World Trade Expo Center in Guangzhou—the commercial heart of Guangdong province, which historically absorbs over 60% of mainland China's imported wine volume according to Interwine historical records—the trade fair connects overseas producers with verified national distributors. However, international exhibitors often grapple with structural deliverables, utilities, tasting operational services, and regulatory compliance. This comprehensive technical guide details the standard entitlements, optional booth tiers, logistics, and tasting assets provided at Interwine, helping you maximize your commercial presence.

Standard Booth (Shell Scheme) Specifications & Turnkey Deliverables

For most first-time entrants, boutique estates, and small export teams, the Standard Booth (Shell Scheme) represents the most cost-effective, turnkey configuration. Designed to minimize on-site coordination and eliminate heavy structural fabrication fees, a standard 9-square-meter (3m × 3m) shell scheme arrives fully erected prior to move-in day.

1. Structural Hardware and Flooring

• Octanorm Wall Panels: Pre-fabricated white PVC modular panels measuring 2.5 meters in height enclose the rear and flanking sides (two open sides for corner positions, one for inline booths).
• Flooring: Standard fire-retardant carpet pre-laid across the 9-square-meter interior footprint.
• Fascia Board: A customized aluminum frame overhead banner displaying your official registered English and Chinese company name alongside your assigned booth number.

2. Furniture and Lighting Equipment

• Display Counter & Seating: One lockable information counter/reception desk (typically 1.0m × 0.5m), accompanied by two standard chairs for trade negotiations.
• Wine Display Shelving: Pre-installed wall-mounted shelves designed to display upright sample bottles securely to aisle foot traffic.
• Illumination: Two to three standard directional spotlights (usually 100W each or energy-efficient LED equivalents) mounted on the structural fascia crossbeam.
• Power Supply: One single-phase 500W socket (220V/50Hz). This is intended for basic electronic charging, laptops, or low-voltage promotional screens; high-draw appliances such as industrial chillers require dedicated electrical drops ordered separately.
• Waste Management: One basic booth trash basket emptied daily by hall maintenance.

For wineries requiring straightforward pouring capabilities without the administrative overhead of contracting private stand builders, this package provides a fully functional tasting and negotiation post.

Deluxe Booths vs. Raw Space: Upgrades and Custom Builds

Wineries, national export promotion boards, and multi-brand corporate portfolios frequently require upgraded branding formats. Interwine provides two alternate paths: Deluxe (Enhanced) Booths and Raw Space (Space Only).

| Deliverable / Feature | Standard Booth (9 sqm) | Deluxe Booth (9–18 sqm) | Raw Space (Minimum 18–36 sqm) | | :--- | :--- | :--- | :--- | | Structural Framework | Standard 2.5m Octanorm white panels | Elevated header framework (3.5m–4.0m) with premium cladding | None (bare concrete floor space marked by survey lines) | | Branding Visibility | Standard flat fascia board with plain text | High-visibility illuminated lightbox or 3D dimensional lettering | Custom overhead riggings, hanging banners, or bespoke architectural signage | | Tasting Furniture | 1 basic counter, 2 chairs, display shelves | 1 premium reception desk, 1 round consultation table, 4 padded chairs | Requires custom carpentry or external furniture rental package | | Electrical Entitlements | 1 single-phase 500W power outlet | Enhanced lighting package + dedicated 500W–1000W distribution | Must be ordered directly via venue electrical engineers based on kW load | | Turnkey Readiness | Immediate move-in with zero construction | Turnkey setup with elevated aesthetic finish | Requires licensed domestic general contractor and pre-show structural review |

Deluxe Booth Packages

The Deluxe Booth upgrades the structural aesthetic to present a more prestigious presence among tier-one regional distributors. By incorporating higher perimeter framing, back-lit translucent fascias, lockable storage cabinets, and dedicated round meeting tables, the deluxe model provides international brands with premium visual merchandising while bypassing the rigorous fire-safety engineering approvals required for bare space.

Raw Space (Bare Shell)

Wineries selecting raw space receive zero furniture, electrical connections, or panels. While offering complete architectural freedom, raw space projects require engaging certified domestic stand builders who must submit technical blueprints, pay venue builder deposits, and adhere strictly to Canton Fair Complex engineering, structural wind-load, and fire safety codes.

To review pricing breakdowns or register your configuration, prospective exhibitors can consult the Become an Exhibitor portal.

Wine Tasting Infrastructure and On-Site Operational Support

Unlike industrial manufacturing trade shows where booths remain static, wine and spirits exhibitions demand specialized liquid hospitality infrastructure. Exhibiting at Interwine grants brands access to vital operational tasting supplies that must be factored into day-to-day booth management.

+-------------------------------------------------------------+
|         INTERWINE BOOTH TASTING WORKFLOW & ASSETS           |
+-------------------------------------------------------------+
| [Official Entitlements Included]                           |
|  - Official Catalog & Digital Directory Profile Listing    |
|  - Exhibitor Staff Credential Badges                        |
|  - Access to Communal Glassware Washing Stations            |
|  - Daily Cleaning of Common Aisles                          |
+-------------------------------------------------------------+
                              |                              
                              v                              
+-------------------------------------------------------------+
| [On-Site Operational Tasting Requisites]                   |
|  - ISO Standard Tasting Stemware (Rental or Deposit)       |
|  - Spittoons / Dump Buckets & Ice Buckets                  |
|  - Ice Supply Service (Replenished throughout the show)     |
|  - Bottled Water for Palate Cleansing & Glass Rinsing       |
+-------------------------------------------------------------+
                              |                              
                              v                              
+-------------------------------------------------------------+
| [Commercial Execution & Follow-Up]                          |
|  - Direct In-Booth B2B Negotiations                         |
|  - VIP Buyer Matchmaking Invitations                        |
|  - Masterclass Presentations & Lead Logging                 |
+-------------------------------------------------------------+

Stemware and Tasting Accessories

Standard booth rentals do not include ownership of hundred-bottle stemware inventories. Instead, the organizer provides dedicated glassware staging operations:

• ISO Tasting Glasses: Exhibitors rent official tasting stemware sets or supply their own branded glassware. Organizers provide communal washbasins, continuous glass sanitization facilities, and collection points.
• Ice Buckets & Spittoons: Organizers provide access to plastic spittoons and acrylic ice buckets upon check-in, supported by dedicated venue ice distribution points essential for white, rosé, and sparkling wine flights.
• Cold Storage Options: While open display shelves are standard, temperature-controlled beverage chillers are not included in base packages and must be reserved through the exhibitor service manual prior to move-in.

Administrative Entitlements: Marketing, Listings, and Visas

An Interwine booth fee incorporates essential pre-show marketing reach and compliance documentation necessary for cross-border operations. Exhibitor agreements include the following administrative assets:

1. Official Trade Catalogue Profile: Full insertion in the print and digital Interwine Directory, distributed directly to VIP trade delegates, regional distribution networks, and enterprise procurement buyers.
2. Exhibitor Badges: Allotted based on booth square footage (typically 2 to 4 badges per standard 9 sqm unit), giving your commercial staff unrestricted access during setup, show days, and breakdown.
3. Bilingual Matchmaking Support: Verified exhibitors gain exposure via pre-show digital portals, allowing regional buyers to schedule direct booth appointments through structured Business Matching initiatives.
4. Visa and Entry Documentation: Navigating foreign entry protocols requires administrative support. Registered foreign participants can request official invitation letters and visa clearance files by consulting Invitation Letter and Visa Support.

What Is NOT Included: Budgeting for Sample Logistics, Cold Storage, and Customs

A commercial pitfall for export managers is assuming that booth fees cover border logistics. Exhibition booth fees strictly cover real estate, standard stand hardware, and designated promotional listings. International wineries must budget separately for:

• Customs Clearance and Shipping: Freight charges from the port of origin to the Guangzhou bonded warehouse, customs duties, domestic consumption taxes, and port handling are not covered. Samples entering China under temporary exhibition bonds or commercial consumption pathways must clear General Administration of Customs protocols via licensed freight forwarders.
• Labeling and CIQ Verification: Samples intended for commercial consumption or off-site retail sale must carry verified Chinese back-labels compliant with national food safety standards.
• Translation and Dedicated Pouring Personnel: While Interwine staff manage hall entrances, booth-specific bilingual hostesses, sommeliers, or certified translators must be booked independently if your team lacks fluent Mandarin speakers.
• Special Event Registrations: Participation in structured on-site masterclasses, official sommelier challenges, or specialized hall forums entails auxiliary programming fees outside standard booth rental.

Strategic Planning: Maximizing Booth Value for Asian Wine Distribution

To ensure your investment yields tangible distribution contracts across tier-one and emerging tier-two Chinese cities, treat your booth as a high-density transaction hub. Plan your exhibition schedule around the year-end and spring purchasing cycles, aligning logistics with regional sourcing calendars.

1. Integrate Roadshows with Flagship Exhibitions: Leading producers pair their flagship Guangzhou presence with regional traveling stops across secondary metropolitan hubs. Interwine has executed hundreds of city roadshows across mainland China, as noted in their Roadshow Overview, providing high-speed exposure to distributors outside Guangdong.
2. Curate Regional Market Profiles: Align your poured samples with the commercial demands of South China's distribution networks. Gain real-time perspective on consumption trends by reviewing Market Insights to prioritize high-performing varietals.
3. Finalize On-Site Operations Early: Lock in optional hardware rentals—such as bottle display towers, lockable storage counters, and sample chillers—at least 45 days prior to opening day to avoid on-site rush fees.

Ready to position your wine portfolio in front of thousands of qualified importers, wholesalers, and retail buyers in South China? Secure your space and initiate your market entry by applying through Become an Exhibitor.

Sources

• Beverage Trade Network (2024): China Wine Competition Partners With Interwine China — https://beveragetradenetwork.com/en/events/wine-77/china-wine-competition-partners-with-interwine-china-1727.htm
• Interwine Official Portal: Interwine & Spirits Asia Fair Profile & Sourcing Gala Overview — http://www.interwine.org/en/
• Interwine Exhibitor Portal: Interwine Exhibitor Registration & Booth Categories — http://www.interwine.org/en/col.jsp?id=183
• Interwine Organization: Interwine Nationwide Roadshow Quotation and Facilities Overview — http://15790346.s21i.faiusr.com/61/ABUIABA9GAAgzoPeuwYotMiY0AY.pdf
• Wikipedia: Interwine China History and Market Profile — https://en.wikipedia.org/wiki/Interwine