Kylie to bring star power to ProWein 2023
Kylie Minogue will be heading to Düsseldorf to showcase her wines in person at ProWein this month.
There can be little doubt that Kylie is one of the most hands-on celebrities to own a drinks brand, and has been deeply involved when it comes to creating, managing and promoting her wine collection. From the inception of Kylie Minogue Wines, she has thrown herself into tastings, vineyard visits and conversations with the trade to better understand the industry, and the placement of her wines within it.
Now, the pop princess is set to underline this commitment by turning up to ProWein in person to meet and talk with members of the trade about her wines.
Kylie will be taking a stand in the French Hall at the Düsseldorf show from 19-21 March, where she will join more than 6,000 global exhibitors at what has become the world’s largest international drinks trade fair.
Spread over 13 halls packed with wine and spirits producers showcasing their latest products, ProWein is a central hub of business meetings and a must-attend event on the annual calendar.
“I was quite nervous about entering the industry, as I didn’t want to upset anyone, or for anyone to feel like I was gatecrashing, but people have been very supportive of me and the range,” Kylie told the drinks business in an exclusive interview in December.
“The more I learn about wine the more I realise there is to learn. It’s been pretty daunting at times, but I’ve been welcomed by the industry with open arms.”
With more than 8 million bottles sold since launch, Kylie is by no means a novice and she has revealed to db that she is poised to explore the world of Champagne next, with plans to release a pink fizz from the region.
She will be in the right place at ProWein to promote her wines to a truly international audience as “more than 400 winegrowing regions from around the globe will be represented either by individual vintners or joint stands,” says Michael Degen, executive director, Messe Düsseldorf, which organises ProWein.
Kylie Minogue Wines includes expressions from Côtes de Provence, Languedoc, Gascony, Gambellera, Margaret River and the Yarra Valley.
Launched exclusively with London distributor Benchmark Drinks, the wines have listings with retailers including Tesco, Sainsbury’s, Morrisons, Ocado and Harvey Nichols.