Snow flurries and freezing temperatures did nothing to diminish another record-breaking year for ProWein, which took place this week in Düsseldorf, Germany. The three-day international wine and spirits trade fair concluded on Tuesday, having hosted visitors from more countries and more exhibitors than ever before.
This year, 60,000 visitors from 133 countries, and 6,870 exhibitors from 64 countries had a chance to ink deals. Last year, there were 58,500 visitors and 6,615 exhibitors from 62 countries.
Indeed, data released by ProWein cements the fair’s reputation for getting deals done. An analysis showed more than 70% of visitors were from top or middle management, 85% of the visitors regard ProWein as an order platform and half the visitors said they found new suppliers.
Trendspotting, mingling and learning were also among the top reasons for visiting. Some 500 themed educational events and tutored tastings were held across the fair, both at exhibitor stands and at two dedicated forums. ProWein said 95% of visitors found the fair was a good source of information.
Of course, traditional wine-producing countries were represented, but visitors looking to keep experience-chasing millennials walking through their doors, could sample wines from Poland, Denmark, Uruguay, China and Brazil.
Organic and biodynamic wines were no longer considered niche, given with the amount of space and platforms dedicated to them. While wine remains the central focus of the show, some 400 exhibitors from 30 countries showcased spirits.
The growing trend for craft beers, cocktails and ciders had a dedicated hall, where 76 exhibitors from 15 countries showcased their products. Marius Berlemann, global head of wine and spirits and director of ProWein said, “Our new offering was received extremely well. This shows we have our finger on the pulse of the industry.”
Next year’s ProWein will take place in Düsseldorf from March 17–19. Meanwhile, two more ProWein trade shows are schedule in Asia later this year.