What’s on Tap at ProWein 2025
This year, the influential trade event in Düsseldorf, Germany, will draw attendees from over 65 countries and 140 wine regions. [...] Read More... The post What’s on Tap at ProWein 2025 appeared first on Wine Enthusiast.
Between March 16 and 18, roughly 5,000 wine and spirits exhibitors are expected to descend upon Düsseldorf, Germany, for the influential trade conference ProWein. This year, the event will feature representation from over 65 countries and 140 wine regions.
What can attendees anticipate? We spoke with ProWein Director Peter Schmitz to find out.
What do you think will be the most discussed topics at ProWein 2025? Why are they important?
There are many important issues. The current challenges for the wine and spirits industry are really extreme and all players have to adapt to changing market conditions.
The key focus areas are new marketing strategies, the use of technologies, adapting to changing consumer preferences and, of course, sustainability.
First of all, we will have a broad range of products from our exhibitors from all over the world, both in the wine and spirits segments. Additionally, we are creating opportunities for exchange. A central area will be our new Business Forum. The program will have a different focus each day and will provide plenty of inspiration and information.
Furthermore, we will offer numerous special areas, such as ProWein Zero for products with little or no alcohol, the Organic World, ProSpirits in two entire halls, the Concept Store with innovative solutions for POS, the Champagne Lounge and the presentation of the Union des Grands Crus de Bordeaux, Packaging & Design and much more.
The current challenges for the wine and spirits industry are really extreme and all players have to adapt to changing market conditions.
What’s changed in the wine space since last year?
We made ProWein a little more compact. We have gone from the wide aisles that were so important in times of Covid back to normality. This means we now have two fewer halls. The products of around 5,000 exhibitors from 65 countries are now spread across eleven halls. The distances are shorter, the range more concentrated.
What big themes do you anticipate at ProWein this year?
The no and low-alcohol sector, which has grown by more than 50% this year, will loom large. More and more producers are offering variants with less or no alcohol. In a market that is declining in many areas, such alternatives are invaluable.
The topic of artificial intelligence and how it is used by producers will also be exciting. For example, A.I. is being developed to assist with precise pruning techniques in vineyards, potentially revolutionizing wine production. This technology could improve wine quality and sustainability in viticulture.
Alternative packaging will also continue to play an important role. These trends reflect the industry’s adaptation to changing consumer preferences and market conditions, which are key themes at ProWein.
At the end of the day, everyone needs to keep that mantra in mind: We will not be defeated—we will succeed!
What are you personally looking most forward to at ProWein this year?
I’m really excited to see how our new Business Forum will be received. It has been a fascinating process to develop the topics with our partner Cathy Huyghe from the U.S. and to observe her selection of topics and speakers. Together with the Meininger’s Wine Conference the day before ProWein, ProWein itself and of course our ProWein Goes City festival for locals, it will be a very exciting time in Düsseldorf in mid-March.
We may not be a world capital, but for these few days we can rightly call ourselves the world capital of the wine and spirits industry. The Business Forum will offer a comprehensive program on all three days of the trade fair, providing an exclusive platform for knowledge transfer, industry exchange and inspiration.
This new addition, together with the expanded ProSpirits area and the various special exhibitions, will reinforce ProWein’s position as the leading international trade fair for wines and spirits.
What do you hope attendees take away from this year’s ProWein?
Hope, courage, confidence… These are very challenging times and we want to provide guidance and encouragement with an event like ProWein in Düsseldorf and all the other ProWein venues in Asia and South America.
We have fantastic products that represent culture, pleasure and joy. We have people who are passionate about this industry. At the end of the day, everyone needs to keep that mantra in mind: We will not be defeated—we will succeed!
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