ProWein 2016: All you need to know
Expected to attract more than 53,000 visitors to Düsseldorf over three full-throttle days, ProWein 2016 looks set to be the biggest and most diverse yet. Find out what you can’t afford to miss here.
Anivin de France at ProWein 2016
Taking a stand at ProWein once again this year will be Anivin de France, which will be showcasing its recently unveiled ‘best value’ Vin de France wines for 2016.
The competition, now in its seventh year, is organised by French trade organisation Anivin de France to pick out the best quality examples of the Vin de France classification, with top performers awarded a Gold or Silver medal to display on their label. A total of 394 wines were entered into his year’s competition, representing a 6% rise in entries on last year.
Judged during the Best Value Vin de France Selection Tasting in February, 118 wines were awarded a Gold or Silver medal, 17 Gold and 111 Silver, by a panel of 45 international wine experts from 10 countries. Chardonnay and Sauvignon Blanc dominated the whites, alongside a smattering of Viognier. Merlot, Pinot Noir and Cabernet Sauvignon dominated the reds. There was also a healthy showing of varieties including Tannat, Cinsault and Malbec.
“Vin de France is very relevant,” said Jessica Hutchinson, judge and buyer at Vindependent UK. “The wines are simple to understand with a good quality-to-price ratio and there is volume available.” Marcia Waters MW, buyer at The Oxford Wine Company, meanwhile said she felt the standard of wines on offer meant that Vin de France could now “compete in the global market”. All 118 award-winning wines will be showcased at ProWein in Hall 11/Stand A93.
It’s that time of year again, when the drinks trade packs its bags and decamps to Germany for one of the industry’s biggest trade fairs – ProWein.
From 13-15 March more than 6,000 exhibitors from 57 countries will converge on the city of Düsseldorf with 53,000 people expected to stream through the doors of its exhibition centre. It might be one fair among many in an increasingly packed industry calendar, but ProWein’s international appeal is unrivalled, according to Messe Düsseldorf’s director Michael Degen, setting it apart as one of the year’s most important events.
Acknowledging that the number of trade fairs on offer is now so huge there “aren’t enough days in the year” to attend them, Degen doesn’t necessarily see such events as competitors.
“There is no event as international as ProWein,” says Degen, the event’s director. “In Düsseldorf we reflect the entire world of wines. This year, 57 nations are represented as exhibitors. This in turn attracts visitors from all over the world – from more than 120 countries – visitors who are so vital to our exhibitors and who gain a perfect overview here.”
WINE AND SPIRITS
Now 22 years old, the show will represent all wine-growing regions alongside a comprehensive range of spirits from across the world. As expected, the largest producers hail from France, Italy, Germany, Spain and Austria. But ProWein also boasts a line-up of producers from “exotic wine regions”, says Degen, citing examples like the Near East with Syria, Israel and Lebanon, as well as Eastern Europe with Moldavia, Latvia and Hungary.
From the New World, Canada’s presence this year will be “stronger than ever” with a total of 22 exhibitors attending. For the first time Mauritius and Korea will be at the fair, bolstering the event’s focus on spirits, while newly extended opening times promise to ease post-fair traffic and lengthen exhibitors’ time with clients. The show will now open from 10am to 7pm with the aim of “relaxing” the situation on roads and public transport around the grounds of the exhibition centre to avoid clashing with morning and evening rush hour traffic.
WHAT’S ON OFFER
So aside from its 6,200 exhibitor stands, offering plentiful opportunity to do business, what can visitors expect from this year’s fair? As always the fair’s main tasting area will be devoted to 500 wines from the Mundus Vini spring tasting – a prize awarded by an international jury of oenologists, wine analysts, specialist retailers, sommeliers, restaurateurs and trade journalists.
After three successful editions the Champagne Lounge – an area dedicated exclusively to Champagne – will return in 2016. The ProWein Forum will host a programme of themed tastings, seminars and lectures on markets and trends in the fair’s central presentation area. Here, Wine Intelligence will present the latest results of the ProWein study on future trends in wine retail, while the IWSR will give tips on how to reach younger consumers.
Other highlights include a lecture by winemaker Bruce Jack on the development of the South African wine industry and a seminar by Chinese oenologist Professor Li Demei on how to do successful business in China. The forum will be complemented by anever-diverse array of events hosted by individual exhibitors at their own stands, from presentations and seminars to vintage and archive tastings.
Making its debut in 2016 is The Organic Lounge. Hosted by three associations – Demeter, Bioland and Ecovin – this area will showcase organic and biodynamic wines paired with a selection of foods created by organic chef Karsten Bessai. Back for a second year, the fair’s “same but different” show will present “innovative solutions” for the production and marketing of wine with the aim of fostering the exchange of creative ideas within the sector. Innovations due to be presented by 10 participants this year include an “entirely blue wine” and wine presented in barrique oak bottles.
BRAND POWER
“It is extremely important for producers to hold their own alongside the mass of market players,” explains Degen. “Brands need a face, an unusual story that everyone can remember. It is not enough to merely rely on your product. Creative ideas and coherent marketing are more important than ever.”
Outside the fair’s walls, the popular ProWein goes City initiative will return, marking its 10th year, which will see select hotels, restaurants and retailers organise exclusive events in Düsseldorf for visitors to ProWein. Last year more than 80 events were hosted across the city, with one highlight being a wine evening with Château Palmer at Steigenberger Parkhotel.
IN THE SPIRIT
While ProWein remains a predominantly wine-focused affair, it will be bolstering its spirits offer in 2016. More than 400 spirits exhibitors from 30 different countries will be showcasing their portfolios at this year’s event, covering categories ranging from whisky and Cognac to vodka and gin. Mauritius and Korea will present specialty spirits at the fair for the first time through Enterprise Mauritius and South Korean brand Omynara, which will showcase spirits alongside its wine portfolio.
Also new for 2016 is the ‘Fizz Lounge’, which will showcase cocktail innovations and the latest bartender techniques. Led by Lukas Motejzik, owner of Munich bar Zephyr, the lounge will give guests the opportunity to learn about techniques such as smoke infusions and sous vide preparation techniques. There will also be a special focus on the emerging ‘shim cocktail’. Designed to strike a balance between non-alcoholic and high-strength cocktails, ‘shim’ cocktails are gaining popularity among “sensible epicures” thanks to ingredients such as shrubs and syrups, liqueurs and fortified wines like Sherry and vermouth.
While Degen has said he does not intend to expand floor space at the show, he is aiming to attract more visitors. Last year visitors to the fair numbered 52,000. This year the target stands at 53,000, with Degen setting his sights on drawing more people from growing wine markets, specifically Asia and the US.
“In terms of exhibitors, we have now reached a top limit of some 6,200 participants,” he says. “For this reason, we are currently focusing on canvassing new visitors. When it comes to Europe we are already in a good position and have all relevant experts onboard.
ASIA FOCUS
“We therefore see more potential in the US and Asia – especially China, which despite current sales weakness is still a very interesting market; and not forgetting Korea and Japan. Consumers are extremely competent when it comes to wine but there is still a great deal of potential.”
In keeping with this push, this year’s show will feature signage for US visitors to highlight those producers who export to North America. Called Route USA, the initiative will feature 800 exhibitors, all of whom will carry an American flag on their stand. There will also be a special focus on Canada under the banner ‘50 Degrees North’. Wines of Canada will be taking up a dedicated stand for the third
year showcasing producers predominantly from Ontario, Nova Scotia and British Columbia, with masterclasses on Canadian wine due to run twice daily.
As for Asia, the launch of ProWine China, now entering its fourth year, has helped to attract more Chinese visitors to the Düsseldorf show, with their numbers doubling since the show launched in Shanghai in 2013.
Degen is confident that the number of Asian visitors will continue to increase with the launch of its ProWein Asia in April this year, the latest addition to ProWein’s portfolio. Its inaugural event will run from 12 to 15 April 2016 in Singapore, while ProWine China will once again be held in Shanghai from 7 to 9 November 2016, where more than 650 exhibitors are expected.
THE BIG ONE
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The Asian shows are clearly dwarfed by their German counterpart, however. Set over nine halls, its sheer size means that even the most hardy of trade veterans can become overwhelmed by ProWein’s vast offer. With this in mind, organisers have introduced a number of initiatives to help visitors make the most of their visit, including a dedicated app to navigate ProWein’s many halls. A matchmaking exchange service will also run prior to the event online, allowing visitors and exhibitors to post questions and offers online to encourage contact between exhibitors and potential customers before the event.
Key facts: ProWein 2016
> ProWein 2016 will take place on 13-15 March in Düsseldorf, Germany.
> Organised by Messe Düsseldorf, the event will be held at the Düsseldorf Exhibition Centre and will open from 10am to 7pm daily.
> Around 6,000 exhibitors from 57 countries and more than 50,000 visitors are expected to attend, making it one of the biggest events in the drinks industry calendar.
> All admission tickets entitle users to free travel to and from the exhibition grounds on the day of their visit.
> For more information visit prowein.com, or for a full programme of this year’s ProWein Goes City events visit prowein-goes-city.de.
“A good structure is offered by the hall concept”, says Degen when asked how his team was working to help visitors navigate the fair. “Exhibitors are clearly divided according to country. The seminar and tastings are held either in the centrally located ProWein Forum in hall 13 or directly at exhibitors’ stands. This means distances are short and everything stays compact. What’s more, I advise everyone to prepare for the trade fair ahead of their visit. For this we offer the relevant tools in the form of our Exhibitor Database on our website or our ProWein App.”
With exhibitor numbers having reached capacity, and Degen confirming he has no intention to expand floor space, ProWein’s focus will now shift toward attracting more visitors and expanding on its activity worldwide. “Overall we want to consolidate and build upon ProWein’s success”, says Degen.
“For this further internationalisation is now key. April also sees the first ProWine Asia being held in Singapore”, says Degen. “This is also a very big project for us – alongside ProWine China that has run for the third time now in Shanghai and has already posted remarkable results in its short history.”
EXHIBITOR HIGHLIGHTS
• Santa Carolina – Hall 9/J48
Chile’s Santa Carolina will be showing its Santa Carolina, Casablanca, Finca el Origen, Ochagavía and Antares brands. Santiago Larraín, managing director, will be on hand to present wines from its innovation and research project, Bloque Herencia; a natural Sauvignon Blanc/Sémillon blend from Apalta; a Cabernet Sauvignon from Totihue; and a red Tinto Mediterráneo. The team will also unveil Casablanca’s new icon wine, Pinot del Cerro 2014 – an extreme cool climate Pinot Noir from its Nimbus Hills vineyard in the Casablanca Valley.
•Yealands Wine Group – Hall 9/E33
Founder Peter Yealands will be at the fair this year along with CEO Jason Judkins and European sales director Simon Kelly, to show a selection of new releases and new vintages from the Yealands Estate range of wines from the Awatere Valley, New Zealand, including Air NZ Wine Awards Champion Pinot Gris – Yealands Estate Pinot Gris 2015.
New appointments
This year will see Marius Berlemann take on the role of ProWein’s global head of wine and spirits.
As of March, Berlemann will assume responsibility for ProWein’s global portfolio of wine and spirits events.
Degen, executive director and board member of Messe Düsseldorf, has acted as interim manager for Prowein’s wine and spirits portfolio since 2012. Taking over, Berlemann
will be responsible for ProWein’s portfolio of wine and spirits events.
Before joining Messe Düsseldorf, the 30-year-old completed a masters degree in general management at the Witten/Herdecke University in Germany. He joined Messe
Düsseldorf as a trainee in 2010, becoming a senior project manager in 2012. In this position he was in charge of growing the ProWein family in China (Shanghai) and South East Asia (Singapore).
In his new role Berlemann will report to Degen, who has overall responsibility for ProWein, as well as a number of other trade fairs.
•Bodegas Príncipe de Viana – Hall 10/B192
Spain’s Príncipe de Viana will be launching its 2015 Príncipe de Viana Edición Blanca – a 50/50 blend of Chardonnay and Sauvignon Blanc – and will also be showcasing new vintages of its four wine ranges – Príncipe de Viana, Albret, Rioja Vega and Clunia.
•Austrian Wine Marketing Board – Hall 17/C30
The regional trade body will be hosting a number of tastings each day on topics including Grüner Veltliner, Austrian white wine diversity, sparkling wines and sweet wines.
•Marqués de Caceres – Hall 10/G152
Spanish producer Marqués de Cáceres will be showcasing its entire range including the latest releases from its Excellens range and a Sauvignon Blanc from Rueda, where the bodega set up a new winery in 2014. Also on show will be its 100% Verdejo from Rueda DO, Deusa Nai Albariño from the Rías Baixas DO, and its Organic Tempranillo and Graciano from Rioja DOC.
•Jackson Family Wines – Hall 9/E06
The wine giant will be previewing the 2013 vintages of its Napa-based Lokoya and Cardinale brands, as well as the newest vintages of its new South African Chardonnay Capensis and Australian project Hickinbotham.
•Symington Family Estates – Hall 16/J61, Prats & Symington – Hall 11/A40
The Port and Douro DOC producers of brands including Graham’s, Cockburn’s, Dow’s, Warre’s, Altano and Quinta do Vesuvio will be presenting a new 20cl bottle to complement Graham’s range of aged tawnies, Dow’s latest LBV release and a selection of vintage Ports from the 1980s. The most recent vintages of the Symington Family’s range of Douro DOC wines will also be on show, together with wines from Prats & Symington, producer of Chryseia.
•BIVB Bourgogne – Hall 13/D35 – masterclass, 13 March, 12pm
Patricia Morozov, an accredited Bourgogne wine educator based in Cologne, will present a tasting of “off the beaten track” wines from Burgundy, offering the chance to discover some of the region’s lesser-known gems.
•Anivin de France – Hall 11/A93
Anivin de France will be presenting all 118 award-winning wines from this year’s Best Value Vin de France Selection – a tasting held annually in Paris and judged by an international panel of wine buyers. This year, 394 Vin de France wines were entered into the competition with 118 awarded gold and
silver medals.
•Loire Valley Wines – Hall 11/C112
InterLoire & the BIVC will run a selfpour tasting featuring more than 330 different wines.
•Sogevinus – Hall 10/ F42 – tasting, Hall 10F seminar area, 14 March, 3pm
Sogevinus will be presenting its portfolio of Port brands including Kopke, Burmester, Cálem and Barros, as well as still wines made in the Douro. A special seminar and tasting of colheita and aged white Ports will take place on Monday in the seminar area in Hall 10F.
•P&F Wineries – Hall 15/J38 – archive tasting, 14 March, 1.30pm
Solvenia’s P&F Wineries will take visitors back in time hosting an archive tasting of its oldest white wines. The oldest will be a Pinot Blanc from 1959, followed by a Traminer from 1964 and a 1976 Furmint TBA. A tutored Furmint tasting will also take place on Sunday, 13 March at 5pm.
•Limestone Coast Wine – Hall 9/G13
Exhibiting for the third year, Limestone Coast Wine’s will be showcasing its wines through a three-tier system of quality: “Good, Better and Best”. Its focus will be on advocating that the Australian category is more than a sub-£5 price point category and that it has a lot to offer in terms of value and quality from £6 and above. In typical
Aussie fashion, clients, customers and friends are invited to join the team at their
stand for a beer at the end of a long day talking shop.
Winemakers’ Winemaker Award 2016
The prestigious Winemakers’ Winemaker Award, hosted by the Institute of Masters of Wine and the drinks business, is back again for ProWein 2016.
The award, established in 2011, is bestowed upon an individual deemed to have made an exemplary contribution to the field of winemaking by a panel of peers comprised exclusively of Masters of Wine, who are also winemakers.
A vote is also given to previous winners of the award, who include Egon Müller of Scharzhof, Peter Sisseck of Pingus, Peter Gago of Penfolds and Paul Draper of Ridge.
The winner of this year’s award will be revealed at an invitation-only event at ProWein on 14 March.
•Grupo Peñaflor – Hall 9/D76
Argentina’s Peñaflor will be showcasing Mascota Vineyards’ topline Cabernet Sauvignon; while Finca Las Moras will launch a wine blended with fruit juice; and El Esteco will display a range of experimental wines made from native grapes. Cuma will be flying the flag for organic wines, not forgetting Navarro Correas and Trapiche, with the latter set to showcase a new premium range of wines focused on soil styles, alongside its innovative oceanic wines from Chapadmalal in Buenos Aires.
• Aresti – Hall 9/J52
Owners Begoña and Ana María Aresti will present the winery’s new ‘icon’ wine to mark its 65th year. The Cabernet based Assemblage 2011, from the Curicó Valley, comes from the first vines Vicente Aresti planted when he founded the winery in 1951. Two events will take place to mark its launch on 14 and 15 March at 12pm. Aresti will also showcase two new wines under the Aresti Trisquel Series range: a Sauvignon Blanc from Hualañé in Curicó’s coastal area, and a Sémillon from the central part of Curicó Valley.
