ProWein, one of the world’s largest annual wine and spirits trade fairs, will take place March 13–15 in Düsseldorf, Germany. Now in its 22nd year, the show’s trading hours have been extended to 10am–7pm daily.
This year, more than 300 tasting sessions and seminars will be held, in addition to the full tasting program at the ProWein Forum—one of several hotspots across nine exhibition halls. Other features include an open-pour tasting zone, a Champagne lounge and the cocktail FIZZZ-Lounge, focusing on lighter, aromatic mixology trends.
For the first time, both Korea and Mauritius will make their ProWein debut with spirits. “Extraordinary marketing concepts” will be presented at the special “Same but Different” exhibition, with participating panelists showcasing their innovative winemaking and marketing ideas to an international audience.
Priding itself on its organization, ProWein has nurtured a reputation of producing business deals, which it’s seeking to leverage as it continues to grow into China and the rest of Asia.
“I think we’ve reached a point of consolidation,” says Michael Degen, executive director of the three-day event. “This is why it is most important for us to attract more visitors.”
“As we already reach nearly all relevant European trade visitors, we are now planning to step up our activities overseas, particularly in the U.S. and Canada, but also in Asian markets.”
Degen sees the show’s success as a standard to uphold and an obligation to continually improve.
“We want to make the navigation through ProWein as efficient as possible,” he says, aware of the increasing distances across the larger space.
In collaboration with Wine Enthusiast Importer Connection program, ProWein devised a way to help guide U.S. buyers to producers eager to enter the market, dubbed “Route USA.”
“Route USA will make it as easy and as obvious as possible to identify those producers who are ready and eager to enter the U.S. market,” Degen says. “Each participant will have special signage on their booth indicating their interest in finding importing and distribution partners from the United States.”
Last year’s fair, its largest to date, attracted more than 52,000 visitors from 120 countries and nearly 6,000 exhibitors from 50 countries. According to polling conducted by organizers, 66% of visitors said they found new suppliers, and 97% of respondents said they were satisfied with the event.