September 24, 2025 — ProWein, the world’s leading trade fair for wines and spirits, is embracing change and setting a bold new direction for the industry. The new positioning is conveyed through a fresh visual identity that incorporates the colors of various national flags, symbolizing ProWein’s distinctive diversity and international presence as an innovative platform in the B2B sector. Rebranded as ProWein Düsseldorf, it aims to tackle current market challenges with the inspiring motto ‘Shape, Create, Elevate,’ actively leading the way in industry transformation.
“We do not define ourselves solely by our past but are consistently developing ProWein Düsseldorf to be the leading trade fair. Staying innovative and agile is essential, especially in a challenging market situation such as the one we are currently experiencing. Just as every participant in the wine and spirits industry must now carefully rethink and adapt their strategy, we too are critically examining ourselves – and energizing ProWein Düsseldorf with fresh, innovative ideas”, said Marius Berlemann, Chief Operating Officer of Messe Düsseldorf.
Shape, Create, Elevate
The new motto of ProWein Düsseldorf is “Shape, Create, Elevate”. It’s a call to the industry to actively shape the future, consistently drive innovation and generate business. At the center of the transformation is a newly created Buyers Concierge Team, immersive elements, a new look with clear branding and a radically impactful hall concept.
Newly created Buyers Concierge Team
With the creation of the dedicated Buyer Concierge Team, presenting tailor-made solutions to international top-buyers, ProWein Düsseldorf will ensure that the global buyer elite will be drawn to Düsseldorf. In its initial phase, the team will focus on buyers from the U.S, Canada, Eastern Europe and Scandinavia. This newly strategic intuitive will represent the largest share of the investments made for the new showcase in Düsseldorf.
For buyers within a 350-kilometer radius of Düsseldorf, the organizer will offer day visits to ProWein Düsseldorf on all three trade fair days through centrally coordinated, complimentary bus transfers from key locations in Germany, Belgium and the Netherlands as part of the newly developed ProWein Düsseldorf Express Service. This is made possible by Düsseldorf’s central location to these regions, ensuring convenient access for buyers from Germany, Belgium and the Netherlands.
“With our innovative approach to attracting buyers from overseas and across Europe, plus the additional offerings in transport infrastructure, we’re demonstrating to the industry that visiting ProWein Düsseldorf has never been easier,” stated Marius Berlemann.
Matchmaking on a new level
The Fair Match matchmaking tool, introduced in 2025, will be further developed and given a central stage in 2026: the Live Fair Match Arena in the exhibition halls. This will be complemented by a completely new concept: the Insight-to-Action Framework (I2A). Based on a large industry survey, it will redefine trade fairs—with greater relevance, efficiency, and even more precise matches between exhibitors and visitors.
Innovative features to enhance comfort and elevate the visitor experience
ProWein Düsseldorf is completely rethinking the trade fair – with a festival atmosphere and immersive elements.
- The ProWein Agora: over 12 hours of keynotes, panels, and visionary talks with international speakers. This is where future topics are shaped, trends are set and new ideas are generated.
- The ProWein Zero (Hall 5): redesigned, now also featuring spirits and interactive tastings.
- The ProWein Sparkling (Hall 4): a sparkling journey of discovery with its own bar, speed tastings and sessions.
New hall concept
The new layout of Halls 1 to 7 offers enough space for the approximately 4,000 exhibitors at ProWein. They all benefit from greater visibility, while visitors enjoy shorter distances between stands and clearer structures. The highly popular ProSpirits area will occupy two entire halls for the first time – a clear sign of how the market is developing.
First edition of ProWein Düsseldorf in 2026
The newly positioned ProWein Düsseldorf will take place from May 15 – 17, 2026 at the fairgrounds in Düsseldorf, Germany. About 4,000 exhibitors from over 60 nations are expected, including around 500 exhibitors in the ProSpirits section, representing an international diversity of spirits from over 50 countries.
For further information on visiting or exhibiting at ProWein Düsseldorf 2026, contact Messe Düsseldorf North America; Telephone: (312) 781-5180; E-mail: info@mdna.com; Visit www.proweincom and www.mdna.com. Follow us on https://www.linkedin.com/company/mdnachicago/
For hotel information, contact TTI Travel, Inc. at (866) 674-3476; E-mail: info@ttitravel.net; www.ttitravel.net or use the booking platform on the ProWein 2026 website: https://www.prowein.com/en/Exhibit/Information/Hotel_CityInfos
