Wine & Spirits Show 2019: we asked the pros at ProWein how to survive your first trade event

The Wine & Spirits Show is coming up next month Trade shows are a fantastic way to make new business contacts, secure deals with buyers, raise awareness with consumers, and network with the industry at large, but they can also be exhausting.

More than 6,800 exhibitors from 61 Nations showcase their products at ProWein each year.


While db‘s editorial team were at ProWein this year, we spoke to senior staff from all corners of the drinks trade, from wineries to closures, to get their top tips on how to survive a consumer-facing event.

the drinks business and The Spirits Business are accepting final submissions for stands today.

To submit your own entry for the Wine & Spirits Show, email Chloé Beral on 

Keep scrolling to take a look at the advice we were given by ProWein’s dedicated pilgrims.

Stay hydrated

John Leech, commercial director for Piemonte-based Barbera producer Araldica, had some wise words for us: drink plenty of water and go to bed as early as possible.

“There are often all these dinners and parties going on at trade shows,” he said, “it’s very tiring.”

“My advice is drink loads of water and make sure you get an early night. There’s a lot of work involved.”


Sensible footwear


Vanessa Lehman, International marketing manager for the newly-merged sparkling wine giant Henkell Friexenet, had two pieces of advice: do have fun; don’t wear heels.

“On my first trade show I wore heels for a whole day. Can you imagine!”

If you are behind a stand presenting your products, you will be standing up all day, so flat shoes are an absolute must.


Be sociable


(Photo: db)

Lucie Neubauerova, trade & communications manager at closures company Amcor, said you should get chatting to as many people as possible, whether that means the visitors or fellow exhibitors.

“You very often see people jumping at prospects at shows like this,” she told db. “It’s a good idea to get out there and talk to people, because you never know what opportunities are out there.”


Don’t over-do it

(Photo: iStock)

Angelos Iatridis, winemaker at Greek producer Alpha Estate, said that, all too often, people get too carried away with the samples…

“I often see towards the end of these shows people getting drunk,” Iatridis said. “Its not good.”

“Wine is a pleasure and a joy, and when you drink it in this way you abuse it. You spoil that joy.”



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