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Prowein – A Reflection of the International Spirits Industry: On Course for Growth


ProSpirits & same but different – Two halls exclusively for spirits from all over the world

November 21st – With an expected turnover of € 493.40 billion in the current year, spirits will continue to grow worldwide. According to Statista (www.statista.com) sales will reach € 601.70 billion, with average per-capita consumption at 4.76 liters in 2027. This trend is impressively reflected by ProWein, the world’s largest and most important trade fair for wines and spirits. For years, the trend show “same but different” with its range of craft spirits, craft beer and cider has been picking up on current topics in the hip, urban bar scene and has thus long been an important guarantee for the success of ProWein. “This is why we come in now and create a new brand world where everything revolves around spirits: ProSpirits.  Hall 5 – right next to the “same but different” Hall 7.0 – will become the hub for spirits from throughout the world,” explained Nicole Funke, Senior Project Manager of ProSpirits and the trend show “same but different”. “Over 300 exhibitors from more than 40 countries will present their products on some 4,800 square meters – 1,000 square meters more than at the last ProWein. Areas dedicated to such product groups as whisk(e)y, cognac, brandy and country pavilions from Denmark, Greece, Ireland, Korea, Mexico and the UK confirm our strategy – or to put it in a nutshell: the concept works,” added Funke. Global players such as Osborne (Hall 5, Stand D02), Molinari (Hall 5, Stand B26), traditional cognac houses  Hine (Hall 5, Stand L33) and Prince Hubert de Polignac (Hall 5, Stand M54) or brand importer Borco (Hall 5, Stand E05) underline the internationality and diversity of ProSpirits.

The ProSpirits Forum will be the stage for exhibitor highlights and tastings. Visitors can take part free of charge. Another highlight will be the Trend Hour Tastings on the first and third day of the trade fair,  wherein ProSpirits trend scout Jürgen Deibel will present current industry trends including:

  • Vodka – The “resurrection” of vodka with character
  • Liqueurs – Getting sweeter again
  • Agave Spirits – The world of agave
  • Brandy – The return of the grape
  • RTD – Ready to drink

In a Tasting Area visitors can obtain information, taste and compare – to then contact the respective exhibitors.

Whiskey nation Ireland will present itself on some 350 square meters with its own Masterclass Area.

Korea will focus on Soju, the Korean national drink. What beer is to Germany, Soju, a chilled spirit based on rice or sweet potato, is to South Korea.

Mauritius will offer an overview of the world of select rums, while Mexico will be represented with a selection of tequila and mezcal producers.

“Same but different” with a premiere

The trend show will seamlessly continue its success story with some 120 exhibitors from 27 countries on 1,100 square meters of exhibit space. In addition to the around 100 spirits suppliers, there will also be craft beer specialists (including Maisel & Friends and BRLO from Berlin) as well as cider producers such as Ramborn or Apfelwein International exhibiting again. A premiere at ProWein 2024 will be the open forum for craft spirits where restaurateurs and producers can network and learn from each other.

“This combination of ProWein, ProSpirits and “same but different” is absolutely unique in the global wine and spirits industry. No other trade fair in the world offers international trade visitors from all over the globe such a comprehensive, current and highly attractive line-up of ranges,” said Peter Schmitz, Director of ProWein.

For further information on visiting or exhibiting at ProWein 2024, contact Messe Düsseldorf North America; Telephone: (312) 781-5180; E-mail: info@mdna.com; Visit www.prowein.com and www.mdna.com; Follow us on https://www.linkedin.com/company/mdnachicago/



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