ProWein 2026: quieter halls confirm plans for ‘strategic reorientation’
With softer footfall on the ground, this year’s ProWein signals to a more targeted approach as organisers push ahead with a strategic reset.
ProWein Düsseldorf 2026 has confirmed a strategic shift in direction, with organisers placing greater emphasis on efficiency, targeted networking and long-term relevance for the global drinks trade.
Held from 15 to 17 March, the fair brought together 3,400 exhibitors from 63 nations, with 31,000 trade visitors from 105 countries attending. While the halls felt noticeably quieter than in previous years, the focus was firmly on facilitating meaningful business connections rather than driving volume.
Business-first approach
A key priority this year was attracting buyers from major import markets, including Germany, Belgium, the Netherlands, Scandinavia and the US. Organisers supported this with a revised Hosted Buyer programme, designed to encourage more focused commercial engagement.
Digital tools also played a central role. The ProWein app, featuring its Fair Match-making function, facilitated 72,488 business contacts between exhibitors and visitors before and during the show.
Marius Berlemann, Chief Operating Officer at Messe Düsseldorf, said: “We cannot be complacent about ProWein’s development over recent years – our aspiration is to consistently develop the trade fair further. This is why we are clearly honing ProWein’s relevance for the trade and decision-makers. With Frank Schindler we have had a director on board since October 2025 who knows the industry and drives this development with a clear focus.”
New formats gain traction
Several new formats were introduced as part of the fair’s evolution. ProWein Agora served as a central for market analysis and discussion, while Sparkling Visions spotlighted the international sparkling wine category.
The no and low alcohol segment was given dedicated space through ProWein Zero and its Tasting Zone, reflecting continued growth in the category.
One example of the discussions taking place at Agora came from Mintel principal strategist Alex Beckett, who suggested the wine category could take cues from soft drinks. Beckett highlighted that soft drink brands are innovating, arguably quicker than wine brands, to capture consumer attention — something wine producers may need to mirror.
He pointed to “category blurring”, with soft drinks combining botanicals, functional ingredients and bold flavours. For wine, this could mean more adventurous profiles and a stronger sensory experience, particularly in no and low. Notably, 67% of UK soft drink users would rather choose an innovative soft drink than a basic no and low alcohol alternative.
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Crucially, the narrative around Gen Z has been overly focused on health and wellness. While that does play a role, Beckett explained, the data shows flavour remains the primary driver. Mintel research highlights that taste (47%) and refreshment (42%) are the leading factors influencing drink choices among Gen Z, underlining that enjoyment — not just health — is the key determinant.
As Beckett put it: “Soft drink producers represent inventive and analytical competition to the alcohol industry.”
Meanwhile, the ProSpirits section expanded significantly, with 500 exhibitors from 50 countries spread across two halls, underlining the increasing importance of spirits within the show.
Beyond the exhibition halls, ProWein City Vibes extended activity into Düsseldorf itself. A total of 64 curated events connected exhibitors with the local hospitality trade and consumers across the city.
Layout and logistics
Organisers also introduced a revised hall concept aimed at improving navigation and reducing walking distances. Feedback was broadly positive, although some exhibitors highlighted areas for improvement, particularly regarding the integration of New World producers and Spain in Hall 6.
Frank Schindler, Director of ProWein, said: “The new hall concept with clear segments and shorter distances was accepted well by both exhibitors and visitors alike. At the same time, their feedback delivered important input prompting further improvements especially regarding the link with the New World and Spain in Hall 6. The feedback overall confirmed we are on the right track.”
On the final day, Messe Düsseldorf arranged a shuttle service of 30 coaches in response to a local public transport strike, transporting attendees between the fairgrounds, airport and central train station.
Looking ahead
Organisers are continuing to refine the event as part of a multi-year development plan, with further updates due at a press conference in May.
The next edition of ProWein Düsseldorf will take place from 7 to 9 March 2027, with international editions ProWine Tokyo and ProWein Singapore scheduled for April.
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