ProWein Düsseldorf targets UK buyers with new VIP scheme
ProWein Düsseldorf has announced a new VIP Hosted Buyer Program aimed at strengthening its ties with the UK wine and spirits market.
The initiative, launched on 13 January, is part of a wider international strategy for ProWein Düsseldorf 2026, which takes place from 15 to 17 March.
Organisers say the scheme is designed to connect senior buyers from key markets with international producers, with a particular focus on UK-based importers, distributors and decision-makers.
According to ProWein, selected participants will be offered a curated experience intended to make attending the fair more efficient and commercially valuable.
Benefits include complimentary travel and accommodation, subject to eligibility, VIP access throughout the event, use of a dedicated VIP lounge and personalised business support tailored to individual sourcing requirements.
Pledge to UK buyers
Frank Schindler, director of ProWein Düsseldorf, said the UK remained central to the industry’s global dynamics. “The UK continues to be a key market for international wine and spirits producers, setting trends and influencing global distribution strategies,” he said.
“Through our VIP Hosted Buyer Program, we are making a clear statement of intent: ProWein is committed to supporting UK buyers with a focused, high-value platform that delivers real commercial outcomes.”
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The programme is open to senior UK trade professionals with direct purchasing responsibility for wine and spirits.
Who’s eligible?
Eligible applicants include senior buyers, procurement directors and business owners who can demonstrate clear sourcing interests by category, region or style, as well as influence over listings or portfolio decisions for retailers, importers, distributors or hospitality groups. A strong reputation within the trade is considered an advantage.
Alongside the new buyer programme, ProWein Düsseldorf 2026 will introduce a number of changes and additions. The exhibition will feature a more compact layout, with exhibitors consolidated into Halls 1 to 7 to reduce walking distances and maximise networking time.
ProWein highlights
A new central forum, ProWein Agora, will host talks, trend discussions and keynote sessions focused on the future of the industry.
Other highlights include a dedicated Sparkling Bar for tutored tastings and networking, and an expanded ProWein Zero section, showcasing no- and low-alcohol wines and spirits with a stronger international presence, supported by keynote talks and themed tastings.
ProWein says the combined changes reflect its aim to adapt to shifting market conditions while reinforcing its role as a leading global meeting point for the wine and spirits trade.
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