From March 10 to 12, more than 50,000 wine and spirits professionals from around the world are set to gather in Düsseldorf for ProWein, heralded as world’s No. 1 trade fair in drinks industry.
Marking its 30th anniversary, this year’s edition will unveil what organizers tout as “the world’s largest and most comprehensive lineup of wines and spirits,” with participation from 5,700 exhibitors spanning over 60 countries.
Peter Schmitz, Director of ProWein, highlights the fair’s unmatched scope: “No other trade fair, either in Europe or overseas, offers such a complete product portfolio. Global market leaders as well as small, select outfits and up-and-coming newcomers will again present themselves in Düsseldorf – the capital for wines and spirits.”
Reflecting on the fair’s evolution, Monika Reule, Managing Director of the German Wine Institute, notes: “Even 30 years on, ProWein still succeeds in thrilling wine experts with riveting new topics.” From its modest beginnings in 1994 with 321 exhibitors, ProWein has expanded to cover 71,000 square meters across 13 halls, affirming its pivotal role in the wine and spirits sector.
ProWein 2024 not only showcases the industry’s breadth but also its innovative edge, focusing on emerging trends through special shows, forums, and trendshows.
“What’s more, whoever is interested tomorrow’s trends should visit ProWein today. Here the current industry trends are picked up on in Trendshows, Special Shows or Forums. This is of paramount importance to the trade buyers from retail, hospitality and food service,” adds Schmitz.
Its pulse on the latest market trends is one of the trade show’s secrets for its 30 years of success. “We have always seen ourselves as a partner of the wine and spirits sector and picked up on the needs of the market – as we did with our ‘no-and-low’ themed special show which debuted at the latest ProWein,” explains Schmitz. ProWein 2023 was Europe’s first trade fair to give this current trend a dedicated stage. In 2024, ProWein will follow on from this debut: under the motto ProWein Zero a special area in Hall 1 will be all about “no-and-low” – complemented by a corresponding tasting zone organised by Meininger publishers.
Another highlight this year is the ProSpirits section in Hall 5, showcasing over an expansive list of 300 suppliers as the category gains more popularity among consumers.
Sustainability continues to remain a key focus of this year’s ProWein, with special attention to packaging alternatives uder Packing & Design (Hall 9) like bag-in-box, stainless-steel kegs, recyclable aluminium cans, and PET bottles in response to the energy crisis and growing environmental consciousness. Additionally Hall 9 will also feature a Concept Store that offers hands-on tips and application examples for PoS marketing and sales.
How wine is displayed at the PoS is a decisive factor when it comes to sales – be it in specialist retail, food retail or at the corner kiosk. In addition to product information proper and practical tips it is also about being taken on a journey, emotionalising the shopper or optimizing retail processes. The Concept Store in Hall 9 (Stand A90), forms part of the Special Show “Packaging & Design” and offers hands-on tips and application examples. “The Concept Store will provide trade visitors from all segments of retail with an ideal opportunity to gather information on PoS marketing – and, specifically show tailor-made solutions for wine,” says Peter Schmitz, Director of ProWein, summing up. “We are still in the early stages of this idea but are delighted to have already recruited several exhibitors for this ProWein premiere.”
Hall 9 will also host the Champagne Lounge. Over 80 renowned champagne houses and more than 150 brands, including big names such as Lanson, will be presenting their wares at the upcoming ProWein.
The three-day fair will also present a series of events including inspiring workshops, instructive masterclasses and exclusive tastings. In addition to ProWein Trend Forums (ProWein, ProSpirits, urban gastronomy), guided tastings, keynote speeches and much more will also take place at many exhibitor stands.
For more details on the fair and programs, please visit here.
