Remote gatherings are a thing of the past as we move beyond the Covid-19 pandemic. Face-to-face interactions are back in vogue, with drinks, both alcoholic and non-alcoholic, playing a vital role in this return to normalcy.
ProWein Düsseldorf, the world’s leading wine and spirits trade fair, has been at the forefront of the industry for three decades, ushering in a new era for the drinks trade. Having successfully expanded to cities like Singapore, Shanghai, Hong Kong, Mumbai, and São Paulo, ProWein is now bringing its expertise to Tokyo for the first time this April. Among numerous food-and-drink trade fairs in Japan, ProWine Tokyo will be unique in its exclusive focus on wine and spirits.
Exhibitors from diverse drink categories including wine, beer, sake, shochu, awamori, spirits, craft beverages, and non-alcoholic drinks will converge in Japan for ProWine Tokyo. Currently, 199 exhibitors from 21 countries are registered, with 90% hailing from abroad, representing nations like France, Germany, Spain, and Portugal.
ProWine Tokyo aims to inspire the Japanese market and share insights on current industry challenges. The rise of ‘sober curious’ consumers, especially among the younger generation, signals a shift in the value placed on drinks. Sustainability is also a key topic, with top suppliers addressing climate change, employment issues, and contributions to local economies. ProWine Tokyo seeks to tackle these challenges and revitalize the Japanese market by showcasing global products and up-to-date information.
Market trends and challenges will be discussed through 38 seminars and various on-site events outlining global trends. ProWine Tokyo’s target audience includes importers, wholesalers, retailers, food service professionals, government agencies, associations, and the press. Notably, over two-thirds of the products on display at the inaugural Tokyo fair are not yet imported into Japan, providing a prime opportunity to discover cutting-edge products.
What to Look Forward To
- Forum and Seminar Topics: Discussions will cover sustainability, non-alcoholic beverages, inbound tourism, and geographical indications in Japan.
- Tastings and Seminars: Featuring wines not yet imported to Japan.
- Mundus Vini: Germany’s international wine competition will offer a free tasting lounge with 120 wines, including 20 non-alcoholic options.
- Champagne Lounge: A beloved feature at ProWein in Germany, showcasing high-quality but lesser-known Champagnes.
- Spirits Bar: Expert bartenders will demonstrate various ways to enjoy spirits and cocktails using products from the fair’s exhibitors.
- Bring Your Cork: In collaboration with the Tokyo Cork Project, this initiative highlights the sustainability of cork, inviting visitors to bring corks from home for recycling.
ProWine Tokyo x The Drinks Business
Patrick Schmitt MW, editor-in-chief of the drinks business, will present two Champagne masterclasses at ProWine Tokyo:
- Extra Brut and Drier: Champagne’s best low-sugar cuvées. With improved viticulture and winemaking, and rising consumer demand for purer, fresher wines, top producers are crafting drier and sugar-free cuvées. This masterclass will explore a selection of the best and their food-pairing potential in Japan.
- New and Experimental: Champagne’s latest launches and most unusual cuvées. Highlighting Champagne's dynamic and innovative spirit, this session will showcase the most exciting new releases and why they are perfect for the Japanese market.