Just a year into his tenure as director, Peter Schmitz of ProWein is gearing up for a significant milestone as the world’s largest trade fair ventures into Tokyo for the first time.
ProWein, headquartered in Düsseldorf, Germany, marks its 30th anniversary this year under Schmitz's leadership. Since taking over in February last year, Schmitz has been steadfast in steering the organization forward without dwelling on past achievements.
"We won’t be hosting a grand celebration. We’re focused on looking ahead," Schmitz affirms, aligning with the team at Messe Düsseldorf. The trade fair, which started modestly in western Germany in 1994 with 321 exhibitors and 1,517 visitors, has evolved into a global juggernaut in the wine and spirits industry.
Despite challenges like public transport strikes, the German edition in 2023 drew 49,000 trade visitors from 141 countries. ProWein's international footprint has expanded significantly over the past decade, with established exhibitions in Shanghai, Hong Kong, Singapore, Mumbai, and now Tokyo.
Each Asian market presents unique opportunities and challenges. India, described by Schmitz as a "difficult market," focuses on the hospitality industry due to import complexities and limited consumer spending power. In contrast, Singapore acts as a bustling commercial hub attracting diverse international audiences and luxury hotels.
ProWine Tokyo, ProWein's latest venture, capitalizes on Japan's robust economy and sophisticated culinary culture. "Japan’s per capita wine consumption is well above the global average," Schmitz notes, making it an ideal location for expansion. Scheduled for April 10-12, the inaugural event has already attracted 200 exhibitors, primarily local producers, expecting a strong turnout from Japanese visitors.
Schmitz emphasizes the strategic importance of satellite exhibitions like ProWine Tokyo, serving as precursors to the flagship event in Düsseldorf. "Local attendees often become interested in our main exhibition after attending regional ProWine shows," he explains, citing Shanghai's growing interest in ProWein Düsseldorf.
Despite recent disruptions like pandemic-related cancellations and geopolitical tensions affecting trade, Schmitz remains optimistic. He anticipates easing trade barriers, such as Australian wine tariffs imposed by China, and remains vigilant about potential political shifts globally.
Looking forward, ProWein is diversifying into spirits to counter declining wine consumption trends in Europe. The upcoming ProSpirits hall at ProWein Düsseldorf 2024 will feature 300 exhibitors from 40 countries, reflecting the growing spirits industry globally.
In conclusion, while ProWein faces competition in Asian markets from other trade fair organizers, Schmitz remains confident. "We run the best shows," he asserts with a smile, underscoring ProWein's commitment to excellence and innovation in the wine and spirits industry worldwide.
Source: The Drinks Business