ProWein ups emphasis on spirits with new brand for 2024

ProWein is increasing its emphasis on spirits with a dedicated hall and a new brand to represent the sector at the exhibition in 2024, db can exclusively reveal.

Called ProSpirits, the concept sees spirits producers gathered together in one dedicated space at the Dusseldorf fair in March next year, as part of a “new focus on spirits”, according to the show’s director Peter Schmitz.

Speaking to db in London yesterday, Schmitz said that the major players in spirits would now be housed in Hall 5, following a new layout for the exhibition in 2024, which will take place from 10-12 March at Messe Dusseldorf.

Although ProSpirits is not a separate fair, Schmitz told db that it would be a “prominent section”, as well as a brand that will be used to group together and highlight the spirits’ presence at the fair organiser’s other major exhibitions, such as ProWine Shanghai.

“We will use the ProSpirits brand at other fairs, especially in Shanghai next year, and Singapore,” he said, adding that the zone would be for international spirits, and not only Baijiu.

As for the inaugural ProSpirits at Germany’s ProWein, he said that it would house more than 300 exhibitors over an extra 1000 square metres of showground, and would feature a broad range of spirits, such as Soju from Korea and Rum from Mauritius, along with Cognac and Tequila.

The zone will also include a ProSpirits forum, which will be devoted to emerging trends in the sector, as well as tastings of fast-growing spirits categories.

ProSpirits will be located alongside the ‘Same but Different’ area of the fair, which is located in Hall 7, and devoted to craft producers, including spirits and beer, as well as spirits.

Prior to the launch of ProSpirits, producers in this sector could be found throughout the show, but were mainly grouped together in Hall 13, said Schmitz.

Schmitz also told db that the new zone was “fully booked”, with “additional demand that we can’t serve”, but “the intention is to grow it slowly and qualitatively.”

Outlining the opportunity for spirits more generally, ProWein pointed out that the global spirits industry is projected to amount to a near €500 billion industry by the end of 2023, while it is forecast to surpass €600bn by 2027.

Nevertheless, Schmitz stressed that ProWein’s “main focus is still the wine industry”.