The global wine industry is undergoing profound change, and international trade fairs must evolve accordingly.
As Simone Loose of Geisenheim University noted, “we can only adapt to change, seek out new consumers, new markets, change communication, and even change our products.” This spirit of renewal is shaping the future of ProWein, Düsseldorf’s iconic trade fair, which is repositioning itself amid market challenges and growing competition.
The Challenges: A Changing Market and Rising Competition
For years, ProWein has been the benchmark international fair for wine and spirits. But the global downturn in wine consumption, coupled with increased competition, has reshaped its outlook. In particular, Wine Paris & Vinexpo Paris (9–11 February 2026) and Vinitaly in Verona (12–16 April 2026) are emerging as formidable rivals.
Italy, one of ProWein’s strongest exhibitor countries, remains a key presence in Düsseldorf, although participation in 2025 declined compared to previous years. Beyond market dynamics, the fair has also faced structural challenges in Düsseldorf itself, particularly with regard to transportation and hospitality infrastructure.
The Relaunch: ProWein Düsseldorf 2026
Admitting these difficulties with characteristic German frankness, Marius Berlemann, COO of Messe Düsseldorf, unveiled a bold relaunch plan during the ProWein Preview for international media. From 14–17 March 2026, the event will officially rebrand as ProWein Düsseldorf, strengthening its identity and aligning itself more closely with the city—similar to Wine Paris’s strategy in France.
The new concept follows the model “Shape, Create, Elevate” and includes a comprehensive redesign of spaces, formats, and services:
- Revamped Exhibition Layout: All exhibitors will be concentrated in Halls 1–7, with capacity for 4,000 participants. This compact design aims to improve visibility for exhibitors and reduce walking distances for visitors.
- Buyer Concierge Program: A dedicated team will target top buyers, initially from the US, Canada, Eastern Europe, and Scandinavia, offering tailored solutions to ensure high-quality business contacts.
- ProWein Düsseldorf Express: Free, centrally coordinated bus transfers from Germany, Belgium, and the Netherlands will facilitate access for visitors within 350 km, making the fair more accessible than ever.
- Fair Match Arena: Building on the matchmaking tool launched in 2025, the Live Fair Match Arena will host real-time networking and business meetings in the heart of the exhibition.
- ProWein Agora: A strengthened conference program with over 12 hours of panels, keynotes, and discussions, offering insights that extend beyond wine to the broader beverage and hospitality industries.
New Focus Areas: Zero, Sparkling, and Spirits
Recognizing shifts in consumer preferences, ProWein Düsseldorf 2026 is also expanding its thematic zones:
- ProWein Zero (Hall 5): Dedicated to no- and low-alcohol wines and spirits, one of the fastest-growing segments worldwide.
- ProWein Sparkling (Hall 4): A celebration of sparkling wines with tastings, speed tastings, and interactive experiences.
- ProSpirits: Expanding significantly to occupy two full halls, offering a major platform for the global spirits sector.
A Fair for Business and Emotion
ProWein Düsseldorf aims not only to remain the world’s premier wine trade fair but also to integrate business with emotion. As Berlemann emphasized, “we must combine the wine business, which remains our main focus, with emotions.”
With its rebranding, redesigned infrastructure, and renewed focus on buyer engagement, ProWein Düsseldorf 2026 is positioning itself as a forward-looking hub for the global wine and spirits industry—ready to meet the challenges of a changing market.
Source: WineNews