With new record exhibitor and visitor participation, this year’s ProWein, International Trade Fair for Wines and Spirits, impressively confirmed its status as the world’s most important business platform for the international wine and spirits sector. Over 6,500 exhibitors from more than 60 nations presented their creations to 58,500 trade visitors from 130 countries (2016: 55,700 from 126 countries) at the fairgrounds in Düsseldorf, Germany.
A total of 50% of the exhibitors were from Italy (1,600) and France (1,500), followed by Germany (1,000), the New World (600), Austria, Spain and Portugal. In focus were the new wines from all relevant winegrowing regions complemented by 300 spirits specialties. A famous exhibitor was Sting with his Il Palagio winery from Tuscany. Together with his wife Trudie Styler the superstar presented his wines at ProWein 2017.
This year visitor numbers also set new standards. Every second trade visitors came to Düsseldorf from abroad. Particularly pleasing was the high number of managers: at least two-thirds of all trade visitors were top decision-makers and came to ProWein with the intention to invest: almost 60% of all trade visitors concluded their business deals during the trade fair or plan to place orders after the show. Every second trade visitor visitors also found new suppliers. “ProWein is an incredibly intensive trade fair. For three days very concentrated and effective business is done here. Visitors included key players – important importers and representatives from large international commercial chains. Again this year the sector showed how strong and capable it is. An extremely high number of orders were placed and many new business ideas were discussed,” stated Hans Werner Reinhard, Managing Director of Messe Düsseldorf.
The exhibitors’ comprehensive ranges were supplemented by special focal points such as the Champagne Lounge, the Organic World with organic wines, the Tasting Area by Mundus Vini and the fizzz Lounge. At the “same but different” special show companies presented unusual wine and spirits production and marketing concepts. The concurrent ancillary program consisted of some 500 tastings and events, either at the exhibitors’ stands or in the ProWein Forum. These events were geared towards retail and restaurants and provided key impulses and information. One highlight was British wine critic Jancis Robinson’s presentation of her personal ProWein favorites.
Of particular interest this year was the new ProWein Business Report, developed in collaboration with the renowned Geisenheim University (Germany). About 1,500 wine sector experts from 46 countries took part in the survey about international wine markets, marketing trends and the development of wine sales channels. The report provides an overview of the sector’s current mood and in future will serve as an annual barometer of trends. Participants included wine producers (small and large wineries, cooperatives) as well as marketers (specialty retailers/wine merchants, wholesalers, importers/exporters, hotels and gastronomy).