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There are many important events in the world of wine, but none is as comprehensive and international as ProWein in Düsseldorf. What began in 1994 with just a few hundred exhibitors is now the leading trade fair for wine and spirits - a must-attend event for winegrowers, retailers, restaurateurs and sommeliers from all over the world. Every spring, the Düsseldorf exhibition grounds are transformed into a global platform where trends are set, networks are established and deals are closed. Over 6,000 exhibitors from around 60 countries present their offerings - from small boutique wineries to the largest producers in the industry. More than 47,000 trade visitors, many of them from abroad, stream through the halls over the three days of the fair.
ProWein is much more than a classic product show. It is a barometer of the mood in the industry, a place for discussions about market trends, consumer behavior and the challenges of the future. While people taste, negotiate and network at the stands, numerous forums, lectures and master classes offer the opportunity to learn more and delve deeper into current topics. The diversity of the regions and styles represented is particularly remarkable. Whether traditional wineries from Bordeaux, innovative producers from South America or up-and-coming regions in Eastern Europe and Asia - they are all represented at ProWein. Anyone interested in other major international trade fairs will also find what they are looking for at Düsseldorf Trade Fair, which sets global standards with its portfolio.
A walk through the ProWein halls quickly shows where the market is heading. Organic wines, vegan and non-alcoholic alternatives continue to gain in importance. Sustainability is no longer a niche topic, but is actively practiced by many wineries - be it through organic farming, CO₂-reduced production processes or sustainable packaging concepts. The spirits scene is also on the move. Craft spirits, innovative distilling methods and unusual ingredients are setting trends. Gin and rum are still booming, but regional specialties and artisan liqueurs are also increasingly in focus. The demand for authentic products with a strong character is high - and producers are responding with creativity and experimentation.
One theme that runs like a red thread through ProWein is sustainability. From work in the vineyard to vinification and packaging - at every stage, consideration is given to how resources can be conserved and emissions reduced. Many wineries are switching to organic or biodynamic cultivation. Others are focusing on environmentally friendly transportation routes or alternative materials for labels and bottles. The trade fair offers space to discuss these topics. Expert forums and panels will shed light on the challenges of the climate crisis for viticulture and the role of innovation in sustainable production, among other things. One thing is clear: Sustainability is not just a trend, but a fundamental transformation of the industry.
Digitalization does not stop at the wine trade. Online wine stores are booming, digital wine tastings have become increasingly popular since the pandemic, and winemakers are increasingly using social media to communicate directly with their customers. These developments are tangible at ProWein. Numerous providers will be presenting digital solutions: from platforms for international trade and software for vineyard management to apps that help consumers find the right wine. The wine market is becoming more networked and transparent - and the industry is responding with new business models and communication strategies.
ProWein would not be ProWein if it did not also see itself as a knowledge platform. Master classes with renowned sommeliers, workshops on grape varieties and growing regions, tastings with comparative samples - the educational program is wide-ranging and of a high standard. Particularly popular: the tastings on special topics, such as “Orange Wines”, “Pet-Nat” or “Old Vines”. Lesser-known growing regions such as Georgia, Uruguay and Greece are also given a stage at the trade fair. For many visitors, these discoveries are what make the event so appealing: Thinking outside the box, getting to know new styles, changing perspectives.
With exhibitors from almost all wine-producing countries and a global audience, ProWein is one of the most international trade fairs of all. This character is a key feature of the event: here you can meet retailers from Asia, importers from the USA, restaurateurs from Scandinavia and distributors from Eastern Europe. ProWein is therefore not only a hub for business, but also a mirror of global wine trends. Anyone who wants to understand which wines will be in demand tomorrow or which regions are on the rise will find well-founded answers here.
The wine and spirits industry is facing major challenges: Climate change, changing consumer habits, growing competition on global markets. However, ProWein impressively demonstrates that the industry has the answers: Innovation, sustainability, quality and authenticity are the key concepts. Visitors to ProWein not only get an overview of the current range on offer, but also an impression of where the journey is heading. The market remains dynamic - and ProWein remains the place where its future is being shaped. Further information can be found on the organizer's website: www.prowein.de
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