ProWein, the world’s leading trade fair for wines and spirits, is rebranding and relaunching in 2026 as “ProWein Düsseldorf” with a new look and broader scope, as the industry struggles with falling global wine sales and rising exhibition costs.
The three-day event, set for March 15-17, 2026, will bring together some 4,000 exhibitors from more than 60 nations. Organizers said the new format is aimed at making the fair more efficient, international and engaging, as wineries increasingly weigh the costs of large-scale trade fairs against shrinking margins and tighter budgets.
“We do not define ourselves solely by our past but are consistently developing ProWein Düsseldorf to be the leading trade fair,” said Marius Berlemann, chief operating officer of Messe Düsseldorf. “Staying innovative and agile is essential, especially in a challenging market situation such as the one we are currently experiencing. Just as every participant in the wine and spirits industry must now carefully rethink and adapt their strategy, we too are critically examining ourselves – and energising ProWein Düsseldorf with fresh, innovative ideas.”
The relaunch comes as global wine consumption declines, especially in mature markets, while costs for international promotion continue to rise. At the same time, wineries face mounting challenges from protectionist policies and tariffs. U.S. President Donald Trump’s 15% punitive tariffs on European wines have added to uncertainty for exporters and importers, disrupting long-term planning and complicating distribution strategies.
Exhibitors have increasingly demanded better buyer access and higher returns from participation in international fairs.
Intensified Buyer Engagements
To address those concerns, ProWein Düsseldorf is introducing a new Buyers Concierge Team targeting top buyers in the U.S., Canada, Eastern Europe and Scandinavia, along with a Fair Match Arena to enhance matchmaking. The fair will also provide free bus transfers for visitors within 350 kilometers of Düsseldorf under its “Express Service.”
Immersive elements and new zones such as ProWein Zero for no- and low-alcohol beverages and ProWein Sparkling for sparkling wines are being introduced, alongside a redesigned hall layout. Organizers said the changes are designed to give exhibitors greater visibility and visitors a more engaging experience.
The fair will also debut its Insight-to-Action Framework (I2A), based on industry surveys, which aims to improve how trade fairs connect producers with buyers. A stage programme called ProWein Agora will feature more than 12 hours of short talks and panels on market trends, innovation and cross-industry topics.
Organizers are recasting the show’s footprint: the new layout of Halls 1–7 is designed to shorten walking distances and boost stand visibility, while ProSpirits will occupy two entire halls for the first time, reflecting momentum in the spirits segment. ProWein Zero (no/low alcohol) will be in Hall 5, and ProWein Sparkling will feature a sparkling bar and speed tastings in Hall 4.
The relaunch, branded under the motto “Shape, Create, Elevate,” signals ProWein’s bid to maintain its relevance as the anchor trade show in an industry under pressure.
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