ProWein 2023 preview

ProWein, the biggest event in the wine-industry calendar, promises the return of familiar faces and the arrival of new trends this year in Düsseldorf.

While last year’s edition of ProWein was still in the long shadow of Covid-19, the 2023 show, which takes place from 19 to 21 March, will mark a triumphant return to the pre-pandemic state of things, as Michael Degen, executive director of organiser Messe Düsseldorf, explains: “We are definitely back to our former strength. The outlook for ProWein 2023 is excellent. Its ranges are just as international as before the pandemic.

“The approximately 6,000 exhibitors come from over 60 countries; an impressive 89% of them come from abroad. We are very proud to be able to present such an international and comprehensive portfolio to the industry. This is what we stand for, and what makes us so special. This is the USP of ProWein.”

One sign of things going back to normal is the return of various international cohorts after the travel restrictions of the last three years. One such group is Wines of South Africa, with more than 100 brands from the country set to attend. “We are happy that South Africa is so prominently represented again. New Zealand and Australia have also regained their old strength,” Degen declares. “This is important because we aim to deliver an extensive, relevant and complete line-up of ranges. In turn, our task is to prepare a stage for the industry and ensure there is a good audience. I don’t see our role so much in classifying individual producers or regions. The market sets the pace and decides which offers are accepted.”

However, while New World producers are once again finding their footing on the ProWein platform, European brands will also be out in force. The largest exhibitor cohort will come from Italy: “Italy is a very export-oriented wine-growing nation and has always – together with France – counted among our biggest exhibiting nations,” says Degen. “The entire Italian wine industry can be found at ProWein – approximately 1,500 exhibitors in total. All regions are joining the fray – many with large joint stands.” The bulk of Italian exhibitors will be housed in Halls 15, 16 and 17.

“Alongside Italian regions,” Degen continues, “there will be many renowned producers such as Allegrini Estates, Casa Vinicola Zonin, CAVIT, Frescobaldi, Fratelli Martini Secondo Luigi, Gruppo Italiano Vini, Masi Agricola, Santa Margherita, Villa Sandi, Famiglia Cecchi Zenato, and Pasqua. New this year is a joint stand organised by ICE [the Italian Trade Commission] with a tasting zone for Italian wines. As a side event, the Italian Trade Agency offers Masterclasses on subjects such as volcanic wines, sparkling wines, and food pairing.”

FRENCH PRESENCE

Halls 9 and 10 will be taken over by 1,000 French exhibitors, making it the secondbest-represented nation at the event. Just under 150 Champagne houses will be at the fair, including big names such as Bollinger and Vranken-Pommery. At the centre of this will be a 1,000-square-metre Champagne Lounge in Hall 9. Given the country in which it is hosted, ProWein also serves as a vital occasion for German companies to show their wares to an international audience; 700 exhibitors from all 13 growing regions will be present.

“The German Wine Institute has been our conceptual sponsor from the outset, and we closely co-operate all year long,” says Degen. “Through ProWein, the German wine sector basically hosts the ‘world championship’ in its home country, and benefits from our high international attendance,” says Degen.

“Two thirds of our visitors travel to Düsseldorf from abroad. In total, more than 140 countries are represented. Just under 50% are interested in German wine. In addition, we provide the German wine industry with a stage not only in Düsseldorf. With our satellite events in sales markets in Asia and Latin America we also offer platforms to export-oriented wine producers.”

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BIG CHANGES AHEAD

According to Degen, this year’s show will have a slightly changed hall structure. “Last year we kept the aisles very wide because of the pandemic. This required more space overall. On top of this, we were able to use the new Süd Entrance with Hall 1 for ProWein for the first time,” he explains. “This year, our aisles will no longer be so wide, but nevertheless, we will be occupying 13 halls again, which will offer plenty of freedom of movement. Apart from this, we have not changed the ProWein concept: there is a clear structure. with individual regions clearly segmented. Furthermore, visitors can look forward to seeing many popular features again, such as the trend show Same But Different, the Champagne Lounge, the ProWein Forum, and the tasting zone, including the wines of the Mundus Vini spring tasting. Newly featured this year will be no- alcohol wines in World of Zero. Here, 300 wines from 12 countries can be tasted.”

The Hall 1 spot for World of Zero means that, for the first time in ProWein’s 29- year history, low- and no-alcohol drinks will be taking centre stage, and is symbolic of the show’s willingness to move with the times.

Degen argues that, thanks to generational shifts, interest in low- and no-alcohol alternatives to conventional drinks is here to stay: “The growing health awareness and altered consumption behaviour of Gen Z (26- to 37-year olds) are the key reasons for this trend. Only recently, pop star Kylie Minogue hit international headlines with the launch of her first non-alcoholic sparkling rosé wine of the same name. Zero-alcohol wine also plays an increasingly important role in food service.”

Another key trend is packaging, viewed through the lens of environmental sustainability. Debates on the merits and downsides of using glass bottles may rage in the industry, but there is now a plethora of other options. Degen explains why this has become such a hot topic: “This theme is highly topical in view of the energy crisis, and the sustainability debate. We have numerous exhibitors showcasing very attractive solutions such as the 3-litre or 5l bag-in-box, the 1.5l wine pouch (a bag without a box), recyclable aluminium cans, PET bottles, wines tapped from stainless steel kegs for food service, or even wine bottles made of paper. The spectrum is wide, and, in part, stunning. Our two trend scouts, Paula Redes Sidore and Stuart Pigott, will be introducing some concepts by way of examples during our Trend Hour Tastings.”

This month’s fair in Germany is only the beginning of a packed ProWein calendar, as Degen reveals: “2023 sees a total of six trade fairs on the agenda. Our new kid on the block in Japan marks the kick-off. It will be staged in April [12-14] as Wine & Gourmet Japan – powered by ProWein, and held as ProWein Tokyo from 2024. Late April [25-28] will see ProWine Singapore, followed by ProWine Hong Kong in May [10-12], ProWine São Paulo in October [3-5], and ProWine Shanghai in November [8-10] – which will celebrate its 10th anniversary this year. 2023 closes with ProWine Mumbai in late November [24-25].”

For further information on all ProWein events, visit: prowein.com