As the global wine industry approaches its brief summer hiatus, the major European wine fairs are undergoing significant transformations.
This dynamic shift sees French and German wine events vying for prominence while Italy prepares for a strategic expansion into the United States.
The landscape of wine exhibitions is evolving rapidly, influenced by changing economic conditions, geopolitical factors, and shifting consumer preferences.
Wine Paris 2025: A Growing International Hub
Kicking off the new year, Wine Paris will hold its 6th edition from February 10 to 12, 2025, at Paris Expo Porte de Versailles. This event, formerly known as "Vinexpo Paris - Wine Paris," has been rebranded to "Wine Paris," symbolically distancing itself from Bordeaux and its historical Vinexpo. France remains the core of the Parisian fair, but the event's international appeal is undeniable. In 2024, 53% of exhibitors were non-French, representing 48 producing countries, with Italy leading the pack. Additionally, 41% of visitors hailed from abroad, spanning 137 countries.
For the 2025 fair, international producers will benefit from three dedicated pavilions, with Pavilion 4 positioned centrally and strategically. Italy's strong demand since 2023 ensures it will occupy an entire pavilion, Pavilion 6. Vinexposium CEO Rodolphe Lameyse emphasized the international scope of Wine Paris, highlighting its role in addressing global challenges such as geopolitical tensions, environmental issues, and changing consumption patterns.
ProWein 2025: Redefining Spaces and Management
From March 16 to 18, 2025, ProWein will take place in Düsseldorf, presenting a crucial test for this historic German fair. While some view ProWein as an indispensable event, others see it as potentially losing ground to Paris amidst the rationalization of event-related costs. Online registrations for exhibitors closed on June 30, with space assignments to be finalized by September. ProWein's redesign includes a more compact layout with 11 pavilions, aiming to reduce distances between exhibitors and enhance visitor experience.
Italy retains its presence in Pavilions 15 and 16, but will no longer occupy Pavilion 17. Only Pavilion 10 will be dedicated to France, while Pavilion 9, previously home to many French producers, will now host "Portugal and other European countries." Peter Schmitz, Director of ProWein, explained that the compact distribution aims to facilitate better navigation and positioning of various wine-growing nations.
ProWein is also experiencing a management overhaul. Starting August 1, 2024, Marius Berlemann will become the new Managing Director Operative Trade Fair Business at Messe Düsseldorf, succeeding Erhard Wienkamp. Berlemann, along with Michael Degen, Executive Director Messe Düsseldorf, and Peter Schmitz, will form the new management team for ProWein.
Vinitaly Expands to the United States
As anticipation builds for Vinitaly 2025, set to take place from April 6 to 9 in Verona, Veronafiere is focusing on its upcoming debut in the United States. Vinitaly.Usa will be held in Chicago on October 20 and 21, 2024, marking a significant milestone for the Italian wine fair. This expansion is part of Veronafiere's strategy to strengthen diplomatic and commercial ties with American institutions.
The launch of Vinitaly.USA aligns with the 248th anniversary of US Independence Day, celebrated at Villa Taverna in Rome with the support of Veronafiere. Federico Bricolo, President of Veronafiere, highlighted the importance of this event in consolidating relationships between Verona Fiera SpA and the US market, which is the top destination for Italian wine exports, totaling USD 2 billion in 2023.
Vinitaly.USA aims to double the number of Italian companies and American buyers from 2023 while enhancing the two-way promotion program. The event will feature masterclasses, walk-around tastings, seminars, market focus sessions, and three sessions of the Vinitaly International Academy. This initiative is part of Vinitaly's broader development plan to elevate Italian companies in a growth market and profile buyers and distributors for Vinitaly 2025 in Verona.
Conclusion
The summer break in the wine industry may be short, but the shifts in major European wine fairs promise a dynamic future. Wine Paris continues to grow as an international hub, ProWein adapts its format and leadership, and Vinitaly expands its reach to the United States. These changes reflect the industry's response to global challenges and evolving market demands, setting the stage for an exciting year ahead in the world of wine exhibitions.
Source: WineNews