March 23, 2026 — ProWein City Vibes took place from March 12 to 17 in Düsseldorf, Germany, alongside ProWein, the international trade fair for wine and spirits, and brought a diverse range of experiences to the city for connoisseurs and night owls through 64 events. With a flair for the extraordinary, the event provided fresh inspiration beyond traditional offerings and transformed the city into a vibrant stage for exceptional moments of enjoyment, bringing people, gastronomy, and partners together in a unique way.
For weeks in advance, it was nearly impossible for Düsseldorf resident to miss the posters and signage for ProWein City Vibes in the city center, while accompanying social media campaigns generated over one million impressions. It was already clear even before it began: this new event format surrounding ProWein would attract attention – and it delivered on its promise.
ProWein City Vibes, developed in collaboration with the agency Wellfairs, impressed across the board. With a diverse mix of formats – from pub quizzes and game nights to innovative dating events and stylish parties – it appealed to a broad audience. The program offered suitable experiences for all age groups.
The opening event, “NOIR.”, took place on March 12 at the Paris Club in the 25hours Hotel. High above the city’s rooftops, guests celebrated the start of the ProWein City Vibes week with an impressive view of Düsseldorf. French flair, curated drinks at the bar, music, and burlesque performances shaped the evening. People danced, toasted, and celebrated late into the night – the perfect kickoff for a week full of special experiences.
“We are very pleased that the premiere of ProWein City Vibes was such a success. Almost every event was sponsored by ProWein exhibitors, allowing them to showcase their brands and achieve strong visibility far beyond the exhibition grounds. The local gastronomy scene was noticeably energized, business relationships were established, and visitors had a great time on top of that,” says Nicole Funke, initiator of ProWein City Vibes and Senior Project Manager of ProWein Düsseldorf.
The local scene also embraced the format enthusiastically: influencers and platforms such as “Mr. Düsseldorf,” “rausgegangen,” and “düsseldorf_de” covered the events and generated additional reach and attention.
A special highlight was provided by a celebrity guest: actor Ian Somerhalder (The Vampire Diaries) brought international star power to the city. As part of an exclusive “Moveat Limited” event, attendees enjoyed a culinary discovery tour featuring whiskey pairings and a personal bar takeover by the founder. A total of 240 enthusiastic guests took part.
The organizers were equally enthusiastic: “Our restaurant tour concept ‘Moveat’ activates gastronomy and brings people together – exactly what ProWein City Vibes achieves as well,” says Linda Schäfer of Wellfairs. Dr. Timo Beck from Mr. Düsseldorf also sees great potential in ProWein City Vibes, as it highlights the local gastronomy scene: “ProWein is a trade-only fair – with City Vibes, this format is meaningfully extended into the city. We find the connection between international trade visitors and the local gastronomy scene particularly exciting.”
The experiential nature of the event made ProWein City Vibes something special: the focus was on creative, interactive concepts that demonstrated the many ways wine and spirits can contribute to entertainment. Visitors embarked on mini-adventures through the city, discovered new venues, and engaged with brands from the world of wine and spirits in a playful way. “The events are low-threshold and show that enjoyment can also be playful and inclusive,” explains Alain Bieber from BallaBalla, which was part of ProWein City Vibes with the format “Rundlauf & Rosé.” Looking ahead, he adds: “This has the potential to develop into a true city festival that goes far beyond the traditional trade fair.”
