Fair play: Producers gear up for ProWein 2026
This month will see drinks operators flocking to ProWein Düsseldorf to set their business agendas for the rest of the year. db speaks to some of the wineries planning to make inroads at the fair, and discovers why the show is still a vital fixture.
The trade is gearing up to descend on the German city of Düsseldorf this month, where the 30th edition of ProWein will take place from 15-17 March. The 2026 event has been masterminded to help “encourage the industry to take a bold, creative and forward-looking approach to the future”, according to Frank Schindler, director of ProWein Dusseldorf.
Speaking to db, Giancarlo Moretti Polegato, president of Borgo Conventi in Friuli, outlines why ProWein continues to be a firm fixture on its annual calendar: “We have been attending ProWein since its very first editions and have witnessed its evolution from a trade fair focused on the German market to expanding across northern Europe and broadening onto the global stage, attracting industry professionals and operators from all over the world.”
Meaningful dialogue
Moretti adds that ProWein continues to be a key opportunity for “meaningful exchange and dialogue”, and observes that over the years “the purely commercial dimension of the fair has become less central than the cultivation and strengthening of long-term professional relationships.”
ProWein 2026 can also help brands to address some of the global challenges currently facing the drinks trade.
“We are living in a time marked by geopolitical tensions, economic uncertainty and shifting consumption patterns,” says Marina Cvetic, owner and CEO of Abruzzo wine producer Masciarelli. Reaffirming Moretti’s comments, she adds: “For us, ProWein is not only a commercial platform, but also a moment to listen. In a rapidly evolving global landscape, this exchange of perspectives is essential.”
Continuing, Cvetic says: “Events like ProWein create space for constructive dialogue and long-term strategic thinking. They also allow us to diversify markets, reinforce international partnerships and communicate the value of sustainable and responsible viticulture.”
International perspective
For others, including the family-owned distributor of Spanish and Italian wines Mack & Schühle, ProWein is a chance to zoom out and look at their businesses through a different lens.
“ProWein provides an invaluable opportunity to exchange up-to-date market insights from an international perspective,” says CEO Francesco Airenti. “This broader vision helps us to better understand emerging trends, evolving consumer preferences and the direction the market is taking.”
In other words, spending a few days in the environment of the trade fair can help companies to step out from the echo chamber of their own businesses and see themselves through the eyes of other markets. In turn, Airenti says, this “allows us to refine our oenological strategies to meet current and future demands, and align with wine industry goals”.
‘Festival-like atmosphere’
With the rise of alcohol-free drinks trends, one area sure to beckon footfall at the 2026 fair is ProWein Zero. This hub for no- and low-alcohol wines, spirits and cocktails will also host interactive tastings and market insights. ProWein Organic Visions, located in Hall 1, will also gather the international offering of organic, bodynamic and sustainably produced wines together in one place.
Then there is ProSpirits, which for the first time will occopy two complete halls this year, boasting 500 exhibitors from more than 50 countries.
Ultimately, the fair will “inspire visitors with a festival-like atmosphere and memorable experiences that bring current trends to life”, Schindler explains.
Since its inception, ProWein has always been a place to ‘see and be seen’. But perhaps this is taking on increasing importance as global alcohol consumpton declines. As Matteo Allegrini, export and iconic wine manager for Valpolicella producer Allegrini, puts it: “Today, more than ever, being present is essential for wineries, particularly for historic producers, to maintain visibility.”
Below, wine companies and producers reveal the products and ideas they look forward to presenting at ProWein 2026.
Vanessa Lehmann, head of communications, Henkell Freixenet (Hall 4, stand A50)
“Henkell Freixenet will use ProWein 2026 to spotlight the breadth of our global sparkling wine portfolio alongside a series of innovations reflecting the continued momentum behind spritz serves and alcohol-free options. Across Prosecco, Cava, sekt, crémant and Champagne, we will showcase established brands and new launches, including the debut of Freixenet Solare, a Mediterranean aperitivo designed to tap into the global spritz macro-trend. Crafted with Spanish lemon, clementine and rosemary, and made using 100% natural flavours, Solare is positioned as a relaxed, sunshine-led serve and will roll out across more than 15 markets from March 2026, with a 0.0% version to follow in June. Also new is Mionetto Orange Spritz Aperitivo Ready to Serve, combining Italian sparkling wine expertise with vibrant citrus and botanicals in a convenient, premium format, alongside an alcohol-free variant. Completing the line-up is Freixenet Diamond 0.0, our first super-premium alcohol-free sparkling wine, made from Italian grapes and presented in a refreshed diamond bottle, with further Diamond Rosé and still wine extensions planned for 2026.”
Elena Branda, marketing manager, Perlino (Spirits Hall 5, Stand C039)
“ProWein attendees will have the chance to taste Perlino’s Asti Rosé ahead of the official revision of the Consorzio dell’Asti regulations allowing Asti Rosé, as well as a new vermouth at 14.5% ABV that has been produced without the addition of alcohol. The strategy on this launch is two-fold, as the product with specific alcohol thresholds and without added alcohol can hit lower excise duties in certain markets, while the 14.5% ABV ensures its structure, aromatic intensity and balance, making it a versatile ingredient in mixology. Perlino is also tapping into the international demand (particularly in the US and South America) for Mimosa cocktails, one of the fastest-growing aperitif and brunch cocktails worldwide, with the launch of its own Mimosa recipe.”
Matteo Allegrini, export and iconic wines manager, Allegrini (Hall 3, Stand H19)
“This year, we will not be launching any new products at ProWein. Instead, we will be presenting the new vintages of key wines such as Valpolicella Classico and Lugana, which are particularly sensitive to vintage variation and always generate strong interest from the trade. Our primary focus at the show is to meet German distributors and clients, as Germany continues to represent a core reference market for Allegrini. At the same time, we are looking forward to engaging with European importers and distribution partners to further strengthen our presence across the continent. ProWein has established itself as one of the most important international trade fairs, fundamental for strategic planning. It allows us to align with our commercial partners on the outlook for 2026, optimise resources and time, and define focused market strategies in response to the evolving global wine landscape.”
Alberto Serena, CEO, Montelvini (Hall 3, Stand 3L3)
“At ProWein we will showcase our new products, Montelvini 0% Alcohol Free Sparkling, available in bottle format, and Monvin Spritz Ready-to-Drink, which we produce in bottle and also in kegs for the on-trade channel. These products reflect our commitment to innovation and our response to evolving consumption trends. We are looking forward to meeting importers, distributors, on-trade partners and key buyers from international markets, particularly those interested in premium Italian wines with a strong territorial identity. Our core focus are wines from the Asolo and Montello DOCG areas, which represent the heart of our production. Alongside these, we are also keen to connect with professionals interested in innovative solutions. ProWein brings together producers, buyers and opinion leaders from around the world, creating a unique platform for networking, market insights and trend analysis for determining growth opportunities. This year’s show also provides an important opportunity to better understand the growing demand for low- and no-alcohol options and more sustainable solutions. By engaging directly with international markets and industry professionals, we can continue innovating in line with market expectations.”
Francesco Airenti, chief marketing officer, Mack & Schühle (Hall 4, Stand A01)
“We look forward to welcoming visitors and partners to our stand at ProWein 2026. Our main focus will be on strengthening the presence of our brands within the distribution network of our German partner M&S AG. In particular, we will further consolidate the positioning of Novantaceppi, which is currently among the top 10 best-selling Italian wine brands in Germany, by presenting extensions of the Novantaceppi range. Our primary objective is to meet German retail buyers, as well as to connect with additional international distributors and importers, particularly those who may not have attended Wine Paris. Although ProWein has experienced a decline in visitor numbers in recent years, the exhibition continues to be a highly relevant platform for the German market and a strategic meeting point for international buyers based in Germany. Its international scope and strong German market focus make it a key event in the global drinks trade calendar.”
Giancarlo Moretti Polegato, president, Borgo Conventi and Villa Sandi (Hall 3, Stand H19)
“We will be attending ProWein together with the association we are part of – Italian Signature Wines Academy – which includes Allegrini, Frescobaldi, Bellavista, Fontanafredda, Feudi di San Gregorio, Arnaldo Caprai, Masciarelli, Planeta and Villa Sandi. These are nine families with nine different production areas, all of them focused on wine tourism and equipped with hospitality facilities. By joining together our expertise we can further promote high-quality Italian wines around the world. At this year’s fair, our focus will be on showcasing the evolution of our current portfolio, tasting new vintages and highlighting the latest enhancements and developments we’ve been working on. It’s a great opportunity for people to experience first-hand how our solutions continue to grow and adapt to market needs. For us, ProWein is an essential platform to increase brand awareness and reinforce our image, ensuring strong visibility within the international wine market. The event allows us to present our products and services directly to a global audience and to demonstrate our active presence in the market. One of the greatest advantages of the show is the possibility of making meaningful connections through personal exchange. Face-to-face meetings remain fundamental in our industry, and ProWein provides access to an international network of professionals and decision-makers.”
Marina Cvetic, owner & CEO, Masciarelli Tenute Agricole (Hall 3, Stand H19)
“At ProWein, we will present new vintages that reflect not only the personality of the year, but also the progress of our agronomic research across the four provinces of Abruzzo. Over the past years, we have intensified our vineyard mapping and climate data analysis, collecting essential information on rainfall, humidity and microclimates. This allows us to make increasingly precise agronomic decisions. For the first time on the German market, we will also present ISKRA Marina- Abruzzo Malvasia DOC, the first Malvasia Istriana planted in Abruzzo. This project represents a significant milestone in our research on historic grape varieties and expresses our commitment to exploring new interpretations of identity while remaining deeply rooted in our Abruzzo territory. At ProWein 2026, I am particularly interested in meeting with people who value identity, sustainability and a strong sense of place. We look for partners who share our philosophy – those who understand that wine is not simply a product, but culture, agriculture and human dedication.”
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