A Plus in Clarity for a Market in Motion
October 7, 2026 — ProWein, International Trade Fair for Wines & Spirits, is strengthening its commitment to the alcohol-free drinks market and taking its existing offering to the next level for the 2027 edition: ProWein Zero is becoming ProWein Zero+. The “plus” represents an expanded approach that combines independent tasting with education, expert insight and discussion about the future of alcohol-free drinks. ProWein Zero+ will also take a broader look at the growing diversity of alcohol-free products. ProWein 2027 will take place at the fairgrounds in Düsseldorf, Germany, from March 7 – 9, 2027.
ProWein Zero+ will be a meeting place for producers, retailers, the hospitality sector, trade visitors and international industry experts who are shaping the market and discussing its future development. “With Zero+, we are deliberately taking the next step. We want to offer trade visitors not only a strong selection of products, but also greater guidance in a category that is evolving rapidly,” explained Frank Schindler, Director of ProWein.
A Plus in Tasting, Knowledge and Dialogue
The publishing house Meininger Verlag’s open Zero+ tasting area will remain a central part of the concept. Here, trade visitors can sample up to 300 alcohol-free products and gain an overview of the category’s range and development. The tasting area will offer direct access to current products, new concepts and market innovations. The space will be expanded to include a Zero+ Bar, led by Dr. Klaus Postmann as ProWein 2027’s official partner. Dr. Postmann is an Austrian nutrition economist, food and beverage expert, and founder of drinkZERO, a consulting agency specializing in zero-alcohol beverages.
ProWein Zero+ is consistently theme-driven. In addition to individual brand presentations, relevant issues within the category will shape the program. Topics and formats will be developed editorially and matched with suitable producers, products and experts. The ProWein Zero+ Bar will host masterclasses on sensory analysis, product development and technological advances, as well as talks on market trends, consumer behavior, the hospitality sector and route-to-market strategies. Depending on the subject and speakers, international sessions will also be offered in English.
Understanding alcohol-free drinks as an extension of modern drinking culture
The development of ProWein Zero+ reflects the growing diversity of the alcohol-free drinks market. Alongside alcohol-free wines and sparkling wines, proxies, aperitif alternatives and innovative hybrid adult drinks are gaining importance. New technologies, changing consumer needs and rising expectations around sensory experience, product development, the hospitality sector and marketing are shaping the category. Which products and segments will matter in the future? Which technological advances are changing the market? And what role do retailers and the hospitality sector play in its continued growth? These questions will be an important focus of the Zero+ Bar program.
Photo: Herbert Lehmann
Dr. Klaus Postmann has extensive experience in alcohol-free drinks and their market potential. He combines expertise in sensory analysis, products and markets, and has spent many years designing and hosting tastings, awards, masterclasses and industry events focused on low- and no-alcohol products. His approach is to see alcohol-free drinks not as something to be given up, but as an extension of modern drinking culture. “Zero is now much more than an alcohol-free alternative. In a short time, a distinct drinks culture has emerged, with new products, new occasions for consumption and entirely new expectations for sensory experience, the hospitality sector and retail. We want to make this development visible, tangible through tasting and open for discussion at ProWein 2027,” commented Dr. Postmann.
For information on visiting or exhibiting at ProWein 2027, 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
