February 20, 2026 — With its new Insights to Action (I2A) framework, ProWein Düsseldorf is consistently developing its digital services and placing even greater focus on the needs of international trade visitors. It is the first international B2B wine trade fair to offer a structured, data-based concept that accompanies trade visitors throughout the entire customer journey – before, during, and after the fair. ProWein will take place from March 15 – 17, 2026 at the fairgrounds in Düsseldorf, Germany.
The goal: more guidance, more targeted contacts and more efficient trade fair visits. I2A helps trade visitors find and compare relevant exhibitors and products faster and arrive at well-informed decisions. At the same time, exhibitors gain greater visibility where purchasing decisions are made.
Following the guiding principle of “Activate. Integrate. Generate.”, ProWein Düsseldorf is therefore consistently developing as a modern B2B business platform – structured, connected and clearly focused on business relevance.
From analysis to practical solutions
Forming the basis for I2A is a comprehensive scientific analysis of the purchasing behavior of B2B wine buyers. The framework was developed by Kerstin Houf, Senior Project Manager in the ProWein Düsseldorf Team, for her Master’s thesis in the International Wine Marketing degree program at the University of Applied Sciences Burgenland.
Her dissertation focused on the question of how international trade visitors prepare for their trade fair visit, what information is actually relevant to decision-making and what criteria they use to select exhibitors and products
“The insights gained were directly incorporated into the further development of our digital services,” explains Houf and adds: “Our aim is to offer true added value to both trade visitors and exhibitors – by way of clear structures, relevant content and more efficient trade fair preparation.”
Targeted orientation instead of information overload
The findings from the analysis were specifically integrated into the further development of ProWein’s offerings – from optimized filter categories and more informative exhibitor profiles to clearly structured product information.
Trade visitors can filter exhibitors and products in a targeted manner, for example by origin, price segment, availability, or other criteria relevant to their decision-making. The integrated Fair Match matchmaking tool also allows visitors to arrange appointments directly with suitable exhibitors -transparently, efficiently, and in a structured manner.
Accompanied customer journey – before, during and after the trade fair
I2A (Insights to Action) accompanies trade visitors throughout all phases of their trade fair visit:
- Before the trade fair: targeted search, comparison and appointment planning
- During the trade fair: better orientation, digital notes on products, vintners and Masterclasses as well as informed conversations
- After the trade fair: continuous follow-up of all leads and data
Conversations, product information, and tastings remain available even after the trade fair. Exhibitors can be contacted again and purchasing decisions can be prepared without time pressure.
Sharing knowledge, providing guidance
In addition to the digital framework, the ProWein team offers special training courses for exhibitors. These provide insights into the current search and decision-making behavior of international B2B buyers and show exhibitors specifically how they can optimize their profiles.
An animated tutorial video, embedded in the accompanying visitor campaign also illustrates how I2A changes trade fair preparation and visitor guidance.
https://www.prowein.com/road-to-prowein-2#video
Focus on quality, structure and commercial relevance
With I2A, ProWein Düsseldorf deliberately focuses on quality, clear structures and sustainable business development. The trade fair hours are used more efficiently, decisions are more informed and the concrete business benefits increase for all involved.
For further 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.
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
