Optimistic mood at the exhibition stands
March 13th – After three busy trade fair days, the world’s largest and most relevant trade fair for wines and spirits succeeded in providing optimism in a currently stagnating market. Top ratings by visitors for the exhibited ranges as well as a high level of commitment to Düsseldorf as the wine capital ensured a positive atmosphere in the exhibition halls. Despite the rail strike, which disrupted many visitors’ plans to attend the trade fair on the last day, ProWein welcomed around 47,000 registered trade visitors from 135 countries and 5,400 exhibitors from 65 nations for its 30th anniversary.
“No other trade fair offers as wide a range as ProWein. All international wine growing regions are represented in Düsseldorf,” said Director Peter Schmitz about the success of ProWein. “We are delighted to not only register top quality on the exhibitors’ side but also see top-notch people travel to Düsseldorf from all over the world, including an increased number of executives with decision-making authority.”
Monika Reule, General Manager of the German Wine Institute (DWI), commented: “The German exhibitors have pronounced a positive verdict on this year’s ProWein. They particularly benefited from the presence of numerous international trade visitors, who showed great interest in the wines from German regions and were very impressed by the quality of the new vintage. They also highly praised the high level of professionalism of the experts who had travelled from all over the world. With this, ProWein has confirmed its position as the world’s most important wine trade fair once again.”
The extremely high internationality of the ranges on offer continues to be ProWein’s absolute unique selling point. For international buyers from the food retail, specialist retail and the hospitality sector, ProWein was therefore once again the undisputed central business sector event this year.
ProWein extends spirits ranges to include ProSpirits for the first time
A new feature at this year’s ProWein was ProSpirits, the brand world for spirits. In the entire Hall 5, in the direct vicinity of the Trend Show “same but different” for the urban bar scene, spirits were in the spotlight – a market segment with great potential. A total of 420 exhibitors from 40 countries showcased their products on 4,800 square meters of exhibit space. This year’s trends in the spirits segment included brandy, vodka, liqueurs, agave spirits and AI-RTD cocktails. Spirits professionals from all over the world were represented – ranging from a Tequila start-up from Berlin to big industry names from Denmark, Finland, France, Greece, Ireland, Korea, Mexico and Great Britain. The ProSpirits Forum, consisting of Masterclasses, exhibitor presentations and tastings, rounded off the program. The Trend Hour Tastings were also very popular. Spirits ambassador Jürgen Deibel presented all types of specialties and rarities and shared know-how. The new concept met with positive response from both exhibitors and visitors across the board underlining the relevance and potential of the spirits segment at ProWein.
Central market topic: Sustainability
Sustainability has been a key topic of interest in the international industry for many years. This was also reflected in the ranges of products and services at ProWein 2024. Particularly noteworthy are the international associations and initiatives such as Bioland, Demeter, Ecovin, Fair’n Green, Respekt Biodyn and Vignerons de Nature. These organizations and their members have been committed to and driving the topic of sustainability at ProWein for years. The “Organic World” with numerous organic vintners was also an important part of the trade fair. In addition, two leading international non-governmental associations – “International Wineries for Climate Action” (IWCA) and the “Sustainable Wine Roundtable” (SWR) – were represented at ProWein 2024.
Other industry and trend topics at ProWein 2024:
- With the motto “ProWein Zero”, the special area in Hall 1 was all about “no and low” – complemented by a tasting zone organized by Meininger Verlag.
- Addressing restaurateurs – above all the young, urban community from Germany and abroad – was the “urban gastronomy by #asktoni & ProWein” Lounge.
- The special show “Packaging & Design” focused on packaging alternatives to glass bottles, to name just one material.
- The new Concept Store provided tips for the appropriate presentation and marketing of wine at the Point of Sale. Topics such as digital signage, wine consulting by sommelier bots, “self-service” wine tastings, sustainability through reusable systems and wine labels were presented and discussed.
- The Champagne Lounge with its extensive Champagne ranges was again a special attraction for the trade fair visitors this year.
ProWein as a trend barometer
The four trend themes at ProWein 2024 met with great interest: This year, trend scouts Stuart Pigott and Paula Sidore selected the themes “The Big Drought at Vineyards”, “Handmade by Robots – The Arrival of Robotics in the Vineyard”, “PiWi Take Off” and Packaging Alternatives to Classic Glass Bottles”. The corresponding Trend Hour tastings were very popular and filled to capacity. The other offerings at ProWein were also highly appreciated by the international trade visitors, such as the Champagne Lounge featuring 50 Champagne houses with strong traditions and an additional 180 brands in the entire Champagne segment of ProWein, the organic wine segment with some 300 exhibitors, the tasting zone presenting the MUNDUS VINI award-winning wines, the ancillary program organized at exhibitors’ stands and the ProWein Forum as well as the special show Packaging & Design.
In 2025, ProWein will be held in again Düsseldorf, Germany from March 16 – 18. Next up in Messe Düsseldorf’s portfolio is the premiere of ProWine in Tokyo from April 10 – 12, 2024. For further information on visiting or exhibiting at ProWein 2025, contact Messe Düsseldorf North America; Telephone: (312) 781-5180; E-mail: info@mdna.com; Visit www.prowein.com, https://www.prowein-world.com/en/ProWine_Tokyo and www.mdna.com. Follow us on https://www.linkedin.com/company/mdnachicago/
