Call to the industry: Cultivate the visionary in you!
December 11, 2025 — “‘Shape, Create, Elevate’ are the three buzzwords we aim to align our future actions and decisions with. So the motto for ProWein Düsseldorf 2026 will be ‘Cultivate the visionary in you’. We want to encourage the sector to embrace the future in a determined, creative and forward-looking way. As the leading international trade fair we will allow appropriate space for innovations and make sure to generate sustainable business,” said Frank Schindler, Director of ProWein Düsseldorf, summarising the aims of the upcoming 2026 edition. ProWein Düsseldorf will take place from March 15 – 17, 2026 at the fairgrounds in Düsseldorf, Germany.
New hall concept: clear structures, short distances, strong presence
A key component of this re-positioning is the revised hall concept. The about 4,000 exhibitors from over 60 nations will move to Halls 1 – 7. Boasting exhibition space of the same size, they will benefit from markedly higher exposure and a clear country structure. Overall, the hall layout will be considerably densified. This means visitors can look forward to 30% shorter walking distances, which enables tighter scheduling.
Broad response in all regions
Response from global exhibitors to the new hall concept was extremely positive and planning is basically complete. France will move with all important wine-growing regions to the fully booked Hall 4 and the “Union de Grands Crus de Bordeaux” will present their new vintage here. Germany and Austria will be jointly represented in Hall 1. Whether organic, biodynamic, micro-operations, cooperatives, the VDP, ÖTW and the marketing organizations DWI, ÖWM and regional wine promotions – they can all be found here. Other major German brands will also be located in Hall 4. New: Italy will now be located in the fully booked Hall 3 and represented with all wine-growing regions: there will be joint stands from Puglia, Toscana, Calabria, Valpolicella, Piemonte, Lugano, Valdobiadene, Brescia, Prosecco DOC and Montello. Portugal will occupy Hall 7a with an impressive stand concept. Among others, there will be joint stands from ViniPortugal, Tejo, Vinho Verde, and Beira. Spain will be in Hall 6 and once again present itself as a unified whole with all the major regions, including Rioja, Ribera del Duero, Rueda, Valencia, and, for the first time, Toro in the joint stand. Central and Eastern Europe in Hall 3 will be highly dynamic with national pavilions from Hungary, Slovenia, Croatia, Bulgaria, the Czech Republic, Moldavia, Turkey as well as new appearances from Montenegro and Azerbaijan. Georgia, Cyprus and Northern Macedonia will also be represented again. In the large, light-flooded Hall 6 – next to the VIP Area – New World destinations such as Argentina, Chile, New Zealand and South Africa will find their new home – complemented by pavilions from California, Brazil, Japan and other regions. The dynamically expanding spirits segment at ProWein Düsseldorf continues to sharpen its profile: for the first time, ProSpirits will occupy two complete halls with 500 exhibitors from over 50 countries – sending a strong signal about the relevance of this segment.
Cultivate the visionary in you!
ProWein Düsseldorf is rethinking trade fairs and complementing its product ranges proper with optimized, immersive elements that pick up on current trends and make them experienceable.
ProWein Agora with its stage will be the “social heart” of the trade fair, serving as a place for trends, innovations and tomorrow’s topics. It will provide space for inspiring keynotes, talks and diverse impulses for the sector that will resonate far beyond its borders.
ProWein Zero: over the past years, an impressive trend has emerged with non-alcoholic spirits, cocktails and wines. ProWein Zero will be the central hub for anyone interested in exploring the non-alcoholic beverage segment, featuring interactive tastings, market trend insights and showcases by international innovation drivers.
ProWein Sparkling Visions will highlight the growing segment of sparkling wines. The concept stages a decentralized discovery tour – from Prosecco to Champagne, from sparkling wine to Cava and other international specialties. At the center will be the Sparkling Bar in Hall 4 as a meeting point for tastings, conversations, inspiration and networking.
ProWein Organic Visions in Hall 1 will combine the international ranges of organic, biodynamic and sustainably produced wines – including tasting zones and knowledge transfer events.
Massive investment in visitor management
With a view to bringing exhibitors and trade visitors together in an even more targeted manner, ProWein Düsseldorf 2026 has invested extensively in new services and digital tools. The new Hosted Buyers & Concierge Program, which is supported by a newly created team, will ensure that top international buyers from key markets like Germany, the Benelux, U.S., UK, Asia, Eastern Europe and Scandinavia will be present at the trade fair. An improved product database as well as the revised Matchmaking Tool Fair Match will ensure that supply and demand are efficiently matched.
With a clear vision for the future ProWein Düsseldorf will set new standards from March 15 – 17, 2026 – and show how the future of the international wine and spirits industry is shaped – all in line with the guiding principle: Shape. Create. Elevate.
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.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 2026 website: https://www.prowein.com/en/Exhibit/Information/Hotel_CityInfos
