Platform for global networking

Around 4,200 exhibitors (last edition had over 5000) from 65 nations presented their wines and spirits in the 11 exhibition halls (9 of which were international) including the recent structural additions. All relevant counties and wine regions were represented, including the lone Indian participation by Grover Zampa Vineyards. Despite the tough and tense market situation, the quality of the event was very high.

Over 42,000 key professionals from 128 countries attended the B2B Show and met exhibitors as existing vendors or found new collaboration with producers. According to the organisers Messe Dusseldorf, half the buyers were from food retail, specialist and online retail and Ho-Re-Ca from Germany. But ProWein also attracted, as every year, international visitors from the central European sales markets Benelux, Great Britain and Scandinavia. Decision-makers and buyers attended from the USA, Japan, South Korea and China, 94% of whom rated the premier international trade fair as successful.

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Innovations and trends

The world economic forum of the wine and spirits industry in Düsseldorf kicked off with Meininger’s Wine Conference on 15 March. At the trade show a compact supporting Programme complemented the comprehensive ranges of international exhibitors. ProWein Business Forum, a new format, covered key topics such as sustainability, digitalization and the future of wine consumption. Industry experts discussed current challenges and opportunities providing visitors with valuable insights into the future shape of the industry.

ProWein is also the innovation driver in the No/Lo (no alcohol or low alcohol level- around 5-6% ABV segment). Three years ago, it successfully launched the special show ProWein Zero. This year, 40 international exhibitors and a large tasting zone organised by MundusVini where this writer has tasted several wines as a judge and noted improvements in No Alcohol wines over the last few years, especially in white and sparkling wines presented in Hall 1of this fast-growing segment with a huge potential in the Indian market. Several other producers from various countries also showcased these wines at their country pavilions.

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Events Galore

As if planning an event a day in the leap year 2024, there were 366 events planned at this edition of ProWein- from tastings and masterclasses to lectures which were extremely well attended like a wine college, in the 11 halls. Several breathtaking and trendy ideas broke new ground at Prowein. Many visitors took advantage of the new innovative matchmaking tool Fair Match– available all year round for business deals, to attend these events.

Innovations in the spirits and NoLo categories

The increased presence of Spirits with 500 exhibitors from 53 countries in two halls was noticeable in this edition of Prowein as a highlight. Established whisky, gin, rum and tequila brands rubbed shoulders with creative and unusual spirits smaller producers; in fact, this segment seemed to be a big hit with visitors. The wide range of spirits on offer, which was very international, created new momentum and provided valuable impetus for the industry.

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Innovations, trends and networking

The world economic forum of the wine and spirits industry in Düsseldorf already kicked off on the eve of ProWein with Meininger’s Wine Conference. At the trade fair itself a compact supporting Programme complemented the comprehensive ranges of international exhibitors. One new format was the ProWein Business Forum that covered important topics such as sustainability, digitalization and the future of wine consumption. Experts discussed current challenges and opportunities over the three days of the fair, providing visitors with valuable insights into how to shape the future of the industry.

New food & wine pairing concept

This edition of ProWein put the Spotlight on Food & Wine Pairing in the spotlight with 3 restaurants in the gastro-lounge focusing on the topic. Many star chefs and food experts created special menus compositions as part of the supporting programs with excellent food and wine pairings in various enjoyable formats.

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For the first time, Wines of Portugal presented its wines in Hall 9 (Europe and Portugal) with an innovative stand concept. The redesigned space offered visitors an immersive experience, making it easier to explore Portuguese wines and connect with producers. The Europe pavilion saw a collaborative presence of mostly Eastern and Central European countries like Bulgaria, Georgia, Romania, Hungary, Czech Republic, Slovenia, Croatia, Turkey, North Macedonia and Moldova etc. One could feel the passion and efforts of these countries to offer diverse wines with many indigenous grapes. One must appreciate the significant presence of Wines of Ukraine despite the continuing war with Russia.  

Frederico Falcão, President of Wines of Portugal, was positive when he said, “Our presence at ProWein was a great success, thanks to well thought-out pre-event decisions and professional communication. The new stand concept allowed us to better engage with visitors and showcase the diversity of Portuguese wines in an inspiring way. It was quite an experience to meet and taste wines from the many Douro producers including Miguel Roquette of Quinta do Crasto and the likes of Niepoort and Quinta do Vallado.

Italy saw a slightly reduced presence than earlier editions but several big distributors held the torch for many small producers and the vibrant mood was quite infectious. Germany seemed to be more exciting than ever before with VDP producers as always, taking the lead despite the cancellation this year of the traditional dinner with wine tasting for visiting journalists by many of the 200 constituents on one evening. Spain was as inviting as the earlier years and the exhibitors seemed pleased with the business enquiries generated. Greece and Austria seemed to be as busy as ever.

France seemed to be a bit hesitant with the very popular Champagne Lounge, bordering on the edge of disappointment. Champagne has been having a seesaw battle in recent years and it seemed to reflect in the Lounge being rather insipid and less opulent than the previous editions and many owners giving it a miss. This could possibly be because of the recent editions of Wine Paris. Several producers exclaimed that due to the popular location of Paris and a well-oiled transport structure of the global city and better stay facilities, the show had become very attractive for participation. The timing of the Show in February being a month earlier seems to become more attractive to many exhibitors and buyers resulting in reducing their presence at Prowein. South Africa, Chile, Argentina and the US were also keen participants.

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Besides the wine tasting by the 4200 exhibitors, these 366 events gave interesting, relevant and topical insight into the current situation in the global markets. In fact, the writer and delWine has always opined that the amount of learning at events in this 27-hour 3-day Show from 9am-6 pm and one day of major conference like the Meininger’s can prepare any wine professional for Level-3 certification Programme of WSET and help have him or her develop useful contacts for life as bonus.

ProWein/Prowine worldwide

ProWein has been a leading global wine show- one of the top 3 international Shows in Europe competing with Wine Paris and Vinitaly, offering a meeting place for wine professionals at the annual Show every mid-March. With the satellite events in the following countries it takes visitors to several other important Shows by Messe- Dusseldorf:

Tokyo: 15-17 April 2025
Singapore: 14-16 May 2025
São Paulo: 30 Sept – 02 Oct 2025
Mumbai: 31 Oct – 01 Nov 2025
Shanghai: 12-14 Nov 2025
Hong Kong: 21-24 April 2026

For information on these overseas trade fairs visit www.prowein-world.com. Prowein returns to Dusseldorf on 15-17 March 2026.

Subhash Arora

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