The world’s leading trade fair, ProWein Düsseldorf, is showcasing global wine and spirits trends and is optimistic about the future despite industry challenges, says Nimmi Malhotra
ProWein, the world’s leading trade fair for wine and spirits, brought together over 4,200 exhibitors from 65 countries and welcomed 42,000 visitors from 128 nations at the fairgrounds in Düsseldorf, Germany.
In its 31st year, ProWein is one of the oldest trade fairs in the wine and spirits industry, where exhibitors from all wine-producing nations converge with buyers and industry professionals from across the globe. This year, the international visitors included wine and spirit importers, distributors, retail buyers, hospitality professionals, industry consultants and journalists.
In addition, the fair also provides a strong platform for thought leadership and fostering cross-continental connections. The newly launched masterclass platform, Business Forum, addressed pressing industry topics, such as “The Next Wine Consumer,” featuring experts from Africa, the U.S., and Asia, and “Engaging Consumers via Social Media,” presented by Dr. Anja Zimmer of Meininger’s International.
Among the key highlights of the fair was the debut participation of Ningxia, China’s largest winemaking region. Visitors were offered guided and thematic tours of select exhibitors in Champagne, Austria, spirits world and more, conducted by industry experts like Georgia Panagopoulou for Italy, known as @wine.gini on Instagram and spirit trend scout and spirits expert Jürgen Deibel.
However, attendance at the fair saw a dip this year, with 1,082 fewer exhibitors and 5,000 fewer visitors compared to previous years. Despite this decrease, the mood at Messe Düsseldorf remained positive, with many exhibitors noting the high quality of visitors and productive business meetings.
We spoke to Grover Zampa’s chief operating officer, Sumit Jaiswal, who said: “ProWein is one of the most important fairs in the world of wine. We’ve been coming to the show for over a decade now.” The sustained presence has borne fruit, and he has managed to secure distributors in a number of European markets through exposure at ProWein.
The New Zealand pavilion highlighted 25 producers from across the country. Chris Stroud, Market Manager in Europe for New Zealand Winegrowers shared his feedback: “The fair was certainly less busy than previous years, and our producers reported less walk-up business than normally might be expected. Nevertheless, the feedback has been that the quality of visitors overall was good, and many productive meetings were held both with existing customers and potential new partners.”
Tough times ahead
The drinks industry faces a challenging outlook in the coming years, with global consumption on the decline. Shifting consumer preferences — particularly a growing interest in no- and low-alcohol alternatives — are reshaping the market. Economic factors, including looming U.S. alcohol tariffs, weigh heavily on industry prospects.
Peter Schmitz, director of ProWein, acknowledged the challenges and outlined a path forward. “We must work harder to attract visitors,” Schmitz said. In response to shifting trends, ProWein has adapted by expanding into the no- and low-alcohol segment, which now includes 40 international exhibitors as part of ProWein Zero. ProSpirits, the fair’s section dedicated to spirits, has also grown to 500 exhibitors across two halls.
ProWein remains optimistic about the future, with Schmitz adding: “I think in the future, Wine Paris will have the focus on French exhibitors, VinItaly will focus on the Italian side, and Düsseldorf will still be the international platform for the wine and spirits industry.”