DÜSSELDORF, Germany – ProWein, the premier global trade fair for wine and spirits, concluded its 31st edition with more than 4,200 exhibitors from 65 countries and 42,000 visitors from 128 nations. Held at the Messe Düsseldorf, the event continued its reputation as a leading platform for industry professionals worldwide to exchange ideas and explore business opportunities.
As one of the oldest and most prestigious events in the wine and spirits sector, ProWein attracted a wide range of international attendees, including importers, distributors, retail buyers, hospitality professionals, consultants, and journalists. This year’s fair provided significant value as it served as a hub for thought leadership and cross-continental networking.
A notable new addition to the event was the Business Forum, a masterclass platform that addressed key issues within the industry. Topics such as “The Next Wine Consumer,” with insights from experts across Africa, the U.S., and Asia, and “Engaging Consumers via Social Media,” presented by Dr. Anja Zimmer of Meininger’s International, were well-received by attendees.
Among the event’s highlights was the debut of Ningxia, China’s largest winemaking region, which marked its first participation in the fair. Visitors had the opportunity to take guided tours of prominent exhibitors from regions such as Champagne, Austria, and the spirits world, led by industry figures such as Georgia Panagopoulou (@wine.gini on Instagram) and spirits expert Jürgen Deibel.
While the fair experienced a slight decline in attendance this year, with 1,082 fewer exhibitors and 5,000 fewer visitors compared to previous editions, the atmosphere remained upbeat. Many exhibitors praised the high quality of visitors and the productive business meetings that took place throughout the event.
Grover Zampa’s Chief Operating Officer, Sumit Jaiswal, expressed the importance of ProWein for the company, having secured several distributors in European markets through years of participation. “ProWein is one of the most important fairs in the world of wine. We’ve been coming to the show for over a decade now, and it has paid off,” Jaiswal stated.
Similarly, Chris Stroud, Market Manager in Europe for New Zealand Winegrowers, noted that while foot traffic was lower than previous years, the quality of the meetings was high. “The feedback has been that the quality of visitors overall was good, and many productive meetings were held both with existing customers and potential new partners,” Stroud said.
Despite these successes, the industry faces an uncertain future as global alcohol consumption declines. Changing consumer preferences, particularly the rise of no- and low-alcohol alternatives, coupled with economic challenges, such as potential U.S. alcohol tariffs, are expected to impact the market. Peter Schmitz, director of ProWein, acknowledged these challenges but remained optimistic about the future.
“We must work harder to attract visitors,” Schmitz said, noting ProWein’s expansion into the no- and low-alcohol sector with 40 international exhibitors participating in ProWein Zero. The fair’s spirits segment, ProSpirits, also grew to 500 exhibitors across two halls.
Looking ahead, Schmitz emphasized ProWein’s continued role as the international platform for the wine and spirits industry. He highlighted that while other events such as Wine Paris and VinItaly will focus on specific national representations, Düsseldorf will remain the global meeting point for the sector.
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