May 31: After shifting dates, postponing and finally cancelling Prowein 2020 and 2021, Messe Düsseldorf finally did organise the world’s favourite annual trade show in Düsseldorf on May 15-17 after postponing once again from 27-29 March, 2022, as the first major physical event held in the last two years with 5,700 exhibitors descending from 62 countries including India with over 38,000 trade visitors from 145 countries, writes Subhash Arora who marvels at the resilience and popularity of the Show amongst the industry professionals
ProWein 2022 made an impressive comeback after the pandemic-induced compulsory break that obliged the organisers to postpone it one last time from the traditional mid- March to 15-17 May 2022. The atmosphere in the 13 exhibition halls was extremely positive over the three days of the event. The physical, in-person format with personal interactions, live tastings and a comprehensive programme of expert events. with5,700 exhibitors from 62 countries and over 38,000 trade visitors from 145 countries kept ProWein as active and exhausting as the previous edition in 2019 that I had attended.
ProWein is a special industry event and the international business platform par excellence. “Due to the Covid peak in the first quarter of the year we had to postpone all our spring trade fairs to May and June or call them off completely, as was the case with Boot,” explains Erhard Wienkamp, Managing Director at Messe Düsseldorf. Wienkamp said he was grateful to the exhibitors and visitors for endorsing the postponement to May. Their commitment has paid off with several reported business deals by exhibitors.
“ProWein is the only international trade fair that covers the complete world market. Our visitors are also international; two thirds of the 38,000 professionals from specialist retail, food retail and hospitality who travelled to ProWein to Düsseldorf, come from abroad,” says Michael Degen, Executive Director of Messe Düsseldorf. Moreover, two thirds of the wine and spirits professionals attending are involved in the business deals in a decision-making capacity.
Also Read : ProWein 2020 postponed by one year to March 2021
The relevance of the in-person physical format is also emphasised by the German Wine Institute as a concept sponsor: “After the 3-year absence, the German exhibitors were pleased to have personal interactions with their customers again. Their presentations focused on the 2021 vintage white wines, received very well by both German and international wine experts thanks to their fresh and crispy characteristics,” explains Monika Reule, Managing Director at the Institute.
VDP also gave a positive verdict: “After two years of pandemic there were fewer but selected, high-quality trade visitors so there was more room and time for in-depth conversations. Despite a lot of change and the creativity required for new concepts, personal contact is irreplaceable and the reunion of VDP vintners with international friends 
on German soil is centre-stage,” says Theresa Olkus.
Also giving a thumbs-up Miguel A. Torres, President and 4th generation of Familia Torres, said: “To us this year’s ProWein has presented a very high-quality level. The new hall concept has contributed to a more relaxed and yet very professional atmosphere overall. We also clearly noticed this during talks with our customers.”
Also Read : ProWein 2021 postponed by a Year due to Covid-19
Grover Zampa has been a regular exhibitor at Prowein for several editions and was also present this year with Sumit Jaiswal, VP Marketing and EXIM, manning the Stand along with Ekagar Sharma, Marketing and Training Manager, North and East, and Ujjwal Dhariwal, Manager Imports and National Key Accounts. Says Sumit, ‘it is a prime show for us and we always book our Stand a year in advance. We have had several visitors who are our importers or looking to import quality wines from India. We had a very busy 3-days and were happy to interact in person after 3 years.’ Grover was present with all its ammunition-from the super-premium Signet to the popular Art Series Collection and the Late Harvest ‘Vendanges Tardives’ in toe.
Top 3 in the visitors’ ranking at Prowein were specialist retail (28 %), restaurants, cafés & bars (17 %), importers and exporters (10%) with average length of stay for visitors being 2 days.
Also Read : Prowein 2022: Getting Ready for Show on 27-29 March 2022 after 2-Year Gap
ProWein returns next year during its traditional mid-March timing on 19- 21 March 2023. Till then, one may visit their allied shows in different countries as under:
- ProWine Singapore: 5 - 8 September 2022
- ProWine Sao Paulo: 27- 29 September 2022
- ProWine Mumbai: 17-18 October 2022
- ProWine Shanghai: 8 -10 November 2022
- ProWine Hong Kong10-12 May 2023
For more information, please visit: www.prowein.com
Subhash Arora
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