In the face of a global downturn in wine consumption, ProWein 2024, the world’s largest and most significant trade fair for wines and spirits, concluded its 30th anniversary with a wave of optimism, despite a currently stagnant market.
The event, held in Düsseldorf on March 10-12, welcomed approximately 47,000 trade visitors from 135 countries and 5,400 exhibitors from 65 countries, demonstrating resilience and high spirits even as a rail strike impacted attendance on the final day.
Despite lower visitor numbers compared with the previous edition and the record-setting pre-pandemic numbers in 2019, the fair for many exhibitors and visitors are too important to miss even with rising expenses for hotels and transportation, according to general feedback on the fairground.
Peter Schmitz, Director of ProWein, praised the unparalleled range of offerings at the fair, highlighting Düsseldorf’s continued prominence as a wine capital. “No other trade fair offers as wide a range as ProWein. All international wine-growing regions are represented in Düsseldorf,” Schmitz commented.
Monika Reule, General Manager of the German Wine Institute (DWI), echoed this sentiment, noting the positive feedback from German exhibitors and the significant interest in German wines from international visitors. “They also highly praised the high professionalism of the experts who had travelled from all over the world. With this ProWein has confirmed its position as the world’s most important wine trade fair once again,”Reule stated.
A significant addition to this year’s event was ProSpirits, a dedicated space for the spirits industry within ProWein, marking a new milestone for the fair. Over 420 exhibitors from 40 countries presented their products, highlighting trends such as brandy, vodka, liqueurs, agave spirits, and AI-RTD cocktails. The initiative underscores ProWein’s role as a trendsetter and central business hub for international buyers across food retail, specialist retail, and the hospitality industry.
Sustainability has long been a crucial topic for the international industry, reflected in the offerings at ProWein 2024. Noteworthy are international associations and initiatives such as Bioland, Demeter, Ecovin, Fair’n Green, Respekt Biodyn, and Vignerons de Nature, which have been committed to driving sustainability at ProWein for years. Additionally, the “Organic World” with numerous organic vintners and two leading NGOs, “International Wineries for Climate Action” and the “Sustainable Wine Roundtable,” were represented, emphasizing the industry’s focus on sustainability.
Trend themes like “The Big Drought at Vineyards,” “Handmade by Robots,” “PiWi Take Off,” and “Packaging Alternatives to Classic Glass Bottles” drew significant attention, reflecting ProWein’s position as a barometer for industry trends. The Champagne Lounge, organic wine segment, MUNDUS VINI award-winning wines, and various forums and tastings were among the other highlights, further enriching the attendee experience.
Looking ahead, ProWein 2025 is scheduled to take place in Düsseldorf from March 16 to 18, promising another exceptional gathering of industry professionals. Additionally, the launch of ProWine in Tokyo, set for April 10 to 12, 2024, marks the next exciting chapter for the ProWein brand, offering a new gateway to the world of wines and spirits.
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