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ProWein’s Hall 1 to become centre for non-alcoholic wines

Reflecting the growing demand from consumers for no/low alcohol drinks, Hall 1 of ProWein will become the centre for ‘World of Zero’ at next year’s edition of the world’s biggest wine fair.

The growth in popularity of non-alcoholic wines is a trend that shows no signs of dying down, with Pop Princess Kylie Minogue recently adding a 0% ABV sparkling rosé to her roster.

Growing health awareness may be a factor, with consumers opting for alcohol-free options on visits to pubs and bars as part of a moderate approach to drinking. Equally, generational shifts play a role, with 65% of members of Gen Z (those born between 1997 and 2012) expressing a desire to moderate their alcohol intake, according to one survey.

Previously, non-alcoholic products have been spread out across the venue, at the stands of the various producers responsible for them. However, for ProWein 2023, they will be pooled into Hall 1. So, in addition to those operating their main stands in other halls, such as Schlumberger or Peter Riegel, there will exhibitors exclusively represented in this section, including Kolonne Null from Berlin and Manufaktur Jörg Geiger.

Michael Degen, executive director Messe Düsseldorf, the organiser of ProWein, said: “For our trade visitors from food service and retail this is the ideal platform to comprehensively, and above all efficiently, gather information on this segment. This provides exhibitors with easier access to new buyers for their new products and allows visitors in turn to locate this new product group faster.”

In addition to lectures and panel discussions on the topic, the ‘World of Zero’ will be rounded off with a tasting of non-alcoholic drinks. “We are very pleased that we can provide a perfect platform for this trending theme at ProWein 2023 together with publishing house Meininger Verlag. The annual, professional non-alcoholic tastings organised by these publishers as well as their editorial competence form the basis for this partnership,” concluded Degen.

ProWein 2023 will take place from 19 to 21 March in Düsseldorf.

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