ProWine gears up for Mumbai show as Indian alcohol spending booms
As preparations get into full swing for ProWine Mumbai, director of projects Rajeev Naresh tells db why “inclusivity, community-building and education” are front of mind this year.
While the majority of markets are suffering under challenging trading conditions, post-pandemic, spending on alcohol in India has surged. Households spent nearly 16% more year-on-year in the 2024 financial year.
“India is poised to become one of the fastest-growing wine markets globally. Rising incomes, global exposure, and a younger, curious consumer base will fuel sustained demand for quality wines,” says Rajeev Naresh, director of projects at ProWine India. This November, producers, distributors, importers, hospitality, and enthusiasts will gather in the Jio World Convention Centre for the 2025 edition of ProWine Mumbai.
Naresh, who stands at the helm of the India show, says this year’s exhibition will go one step further than previous iterations. “Beyond wine and spirits, we are also showcasing non-alcoholic beverage brands, accessories, and allied categories – because building a mature alcobev culture also means celebrating the entire lifestyle around it,” he says.
“Inclusivity, community-building and education” have been front of mind for the project director. “We’ve worked extensively on visitor pool to refine our audience mix, ensuring that only serious B2B buyers, decision-makers, and informed B2C consumers attend,” he says. In doing so, ProWine Mumbai 2025 will offer more meaningful interactions, stronger networking and higher returns on investment.
“Each edition brings India closer to a global wine and spirits culture by giving new brands a stage to shine, empowering consumers through tastings and masterclasses, and driving the industry forward one edition at a time,” he says.
Alongside its signature exhibition, masterclasses and competitions, ProWine Mumbai plans to launch a matchmaking platform to help visitors schedule meetings in advance, making the event more productive for exhibitors.
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Country representation is also expanding, and the show welcomes new pavilions from Switzerland, Moldova and Germany, along with new participants from Israel and Austria, while continuing strong representation from established markets like the US, UK, Australia, Japan, France, Italy, Chile, Spain, Ireland, New Zealand and Portugal.
Panel discussions are set to be stronger than ever before this year, curating conversations that address real challenges and opportunities in the industry. “With equal focus on wine and spirits, a dedicated spotlight on non-alcoholic segment, consumer education, and innovation-driven brands, this year’s edition is shaping up as not just an exhibition but a knowledge hub and cultural festival for the alcobev industry,” Naresh says.
So what trends does this year’s fair tap into? “The biggest trend in the Indian market right now is premiumisation,” he says. “Consumers are increasingly seeking higher-quality products that reflect authenticity, sophistication, and international standards. Whisky, gin, and agave spirits dominate the premium spirit categories, while imported wines are steadily gaining traction in urban centres.” At the same time, craft and innovation are also on the rise, with fruit wines, meads, artisanal gins, and even sake finding their audience.
Domestic producers are front and centre at this year’s fair, showcasing not just quality but also demonstrating their ability to compete with international labels, reflecting a growing maturity in the market.
“Visitors will definitely get to experience a fresh sense of pride in our local industry,” Naresh says, adding: “In short, India is no longer just catching up with global trends; it’s creating its own, blending tradition with bold innovation” – something this year’s ProWine Mumbai fair is sure to highlight.
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