December 3, 2025 – From March 15 – 17, 2026, ProWein Düsseldorf, The International Trade Fair for Wine and Spirits, will embark on a new era with a new identity – and its city format is also getting a contemporary upgrade. Starting in 2026, ProWein goes City will become ProWein City Vibes: modern, urban, emotional, and even closer to the people who experience wine and spirits as a lifestyle.
“A strong city concept has long been the ideal complement to the internationally renowned ProWein as a pure B2B trade fair. During the day, professional exchange takes center stage in our exhibition halls. In the evening, ProWein City Vibes builds a bridge from the day’s business to an open, enjoyment-driven program that makes wine and spirits accessible to a broader audience,” said Marius Berlemann, Chief Operating Officer of Messe Düsseldorf.
ProWein turns Düsseldorf into the wine capital
With the new ProWein City Vibes concept, the city of Düsseldorf will play a more prominent role alongside the trade only ProWein trade fair. It will become a vibrant part of an overall experience that connects trade visitors, connoisseurs, and the local gastronomic scene in a whole new way. The Düsseldorf-based event agency Wellfairs, which is already responsible for successful gourmet formats such as the Gourmet Festival and Wine on the Rhine, was chosen to develop and implement the new ProWein City Vibes concept.
“ProWein City Vibes is colorful, stylish, modern. The new format appeals to everyone who enjoys life with friends, good music, and an openness to new experiences. It’s a statement that strengthens Düsseldorf as a contemporary destination for food, drink and events, while also making the evolution of our brand towards ‘ProWein Düsseldorf’ tangible – international, modern and human,” stated Frank Schindler, the new Director of ProWein Düsseldorf.
The first highlights of ProWein City Vibes
The ProWein City Vibes program will take place in the evenings alongside ProWein Düsseldorf but will start three days earlier. It will kick off on March 12 with NOIR., a stylish evening featuring French-inspired flair, urban beats and contemporary bar culture. Until March 17, the last day of ProWein Düsseldorf, visitors can look forward to a wide range of inspiring events designed to offer fresh, vibrant experiences. The program will be diverse and imaginative: from a romantic speed-dating event with the motto “Love at First Sip” and a cozy movie night for film lovers to a silent dance walk with ready-to-drink products and artistic performances accompanied by wine. Anyone who feels like dressing up chic and filling the city with elegance, energy, and urban glamour should not miss the GET DRESSED UP! event. Those who prefer to go on a journey of discovery through different trendy neighborhoods can enjoy a relaxed gastro-hopping experience with the Wine Edition of Moveat.
Gastronomy and exhibitors invited to participate
Anyone with exciting event ideas is encouraged to contact Wellfairs or ProWein Düsseldorf and submit their concepts. The organizers will then provide exhibitors with an overview of all submitted proposals to facilitate collaborations, guest appearances or joint activities. ProWein City Vibes is thus developing into a lively platform where wine, spirits, gastronomy, and the city itself come together to create new moments of enjoyment.
More information: https://www.prowein.com/en/Program/ProWein_City_Vibes
Further program details will be announced in the coming weeks. To stay up to date, follow ProWein City Vibes on Messe Düsseldorf’s social-media channels.
Instagram:@prowein_city_vibes
Facebook: ProWein City Vibe
For information on visiting or exhibiting at ProWein 2026, 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/
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 website: https://www.prowein.com/en/Exhibit/Information/Hotel_CityInfos
