ProWein 2018 Strengthens Leading Position
March 26, 2018
At the recent staging of ProWein 2018, International Trade Fair for Wines and Spirits, over 6,870 exhibitors from 64 countries (2017: 6,615 exhibitors from 62 nations) provided a unique global overview of the current wine and spirits ranges at the fairgrounds in Düsseldorf, Germany. More than 60,000 trade visitors (2017: 58,500) participated to place orders and gather information. With these figure, ProWein again reached top results and confirmed its status as the No.1 international trade fair for this sector. “Whoever has made their passion for wines and spirits their profession simply cannot afford to miss ProWein in Düsseldorf,” commented Hans Werner Reinhard, Managing Director of Messe Düsseldorf.
The high international attendance and quality was again a trademark of ProWein 2018. Every second trade visitor came from countries other than Germany – from a total of 133 nations. Over 70% of the trade visitors were from top or middle management. Almost 85% of all visitors regard ProWein above all as an order platform, 90% appreciate the concentrated networking and for 95% ProWein is a key source of information. This year most visitors were especially interested in the new vintages from Germany, France and Italy. ProWein 2018 received top scores overall: every second attendee found new suppliers and two thirds gathered helpful information on trends and innovations. About 95% stated that they completely achieved their goals at the trade fair.
Worldwide Unique Line-Up
The 6,870 exhibitors from 64 nations gave trade visitors the opportunity to explore the complete worldwide line-up of wines and spirits over three days. The major wine-growing countries such as Italy (1,700 exhibitors), France (1,550 exhibitors) and Germany (990 exhibitors) were represented alongside producers from overseas (700 exhibitors) from the U.S., South Africa, Argentina, Chile, Australia and New Zealand. A focal theme this year was the wine country Germany. Released in time for the trade fair was the special publication “Wine made in Germany” highlighting all 13 German wine-growing regions and the German exhibitors with their tasting programs. Monika Reule, General Manager of the German Wine Institute (DWI), commented: “At this year’s ProWein, trade visitors from at home and abroad took an avid interest in wines from German wine-growing regions. Especially the lighter but highly refined 2017 vintage white wines were received very well since they are in line with consumers’ current taste. This is why German exhibitors take positive stock as the trade fair draws to a close. They especially praised the highly professional trade fair audience.”
At the spirits segment of ProWein, about 400 exhibitors from 30 nations presented their specialties such as exquisite brandies, whiskey, cognac, single malt, grappa and exotic cachaça.
New: Craft Drinks
With the heading “same but different”, ProWein offered the trendy craft theme an ideal platform where 76 exhibitors from 15 countries presented hand-picked beers, spirits and ciders. “Our new offering was received extremely well. This shows we have our finger on the pulse of the industry and have succeeded in staging this theme. We are on the right track and look forward to expanding the concept even further,” said Marius Berlemann, Global Head Wine & Spirits and Director of ProWein.
The broad range on offer in the organic wine segment was also popular. Visitors were able to meet with all relevant organic growers’ associations from Germany, Italy and France as well as numerous individual exhibitors from all over the world – overall about 300 producers. Additional information was provided by the special show Organic World and the leading German organic associations Bioland, Demeter and Ecovin offered advice complete with a matching gastronomic concept in the Organic Lounge.
ProWein is not only renowned as the leading order platform for the sector but also as an important information source. About 500 information events and numerous guided tastings were organized at the exhibitors’ stands and at the ProWein Forum. Themes included Champagne, spirits, craft drinks, organic and bio-dynamic wines, maturity and potential, food and wine pairings as well as marketing, logistics and retail. About 70 events dealt with the focal theme “Wine made in Germany”.
ProWein as a Trend Platform
ProWein’s new trend scouts shared current and future trends with trade fair visitors at the ProWein Forum. The products at ProWein 2018 showed a trend towards light, uncomplicated wines with a focus on terroir as well as for wines from climatic regions such as Denmark, Poland and Great Britain where 20 years ago growing quality wines was impossible.
ProWein goes City
Complementing the trade only atmosphere of ProWein were the 110 “ProWein goes City” wine and spirits events organized for the public and trade at restaurants, hotels or specialist retail stores in the city of Düsseldorf. The spectrum ranged from a Slovenian wine evening and a wine author’s reading to a kitchen party with first-class vintners.
In 2019, ProWein will be held from March 17 – 19 in Düsseldorf, Germany. The next event in Messe Düsseldorf’s wine trade fair portfolio will be ProWine Asia from April 24 – 27, 2018 in Singapore, followed by ProWine China in Shanghai from November 13 – 15, 2018. For further information on visiting or exhibiting at any of these events, contact Messe Düsseldorf North America, 150 North Michigan Avenue, Suite 2920, Chicago, IL 60601. Telephone: (312) 781-5180; Fax: (312) 781-5188; E-mail: email@example.com; Visit www.prowein.com and http://www.mdna.com; Follow us on twitter at http://twitter.com/FoodBev_MDNA
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