TO ANOTHER GREAT YEAR
The ProWein trade fair opens its doors from 19 to 21 March 2023 – in Düsseldorf, Germany
– Wine professionals from all over the world from the trade and gastronomy sectors are expected.
– The focus is on around 6,000 exhibitors from 61 countries. In addition, there will be more than 500 master classes & events.
– Themes that are moving the international industry this year: Wines and spirits with no and low alcohol, alternatives to the traditional glass bottle.
ProWein is the only international trade fair that covers the complete world market. Correspondingly international are the visitors. And these are exclusively connoisseurs of the industry, because the controlled admission means that there are only professionals among themselves at ProWein. Traditionally, it’s all about business at the order trade fair from the initial conversation to the high number of business deals.
ProWein & ProWein World: A strong network
After the pandemic-induced, forced break ProWein 2022 has impressively reported back. This is confirmed by the key data of ProWein 2022: with 5,724 exhibitors from 62 countries and over 38,000 trade visitors from 145 countries it proved the pivotal industry event in 2022. ProWein started in 1994 with 321 exhibitors from eight countries and reached its preliminary climax at its 25th anniversary event in 2019 with 6,900 exhibitors from 64 countries and 61,560 visitors from 143 nations.
No less successful are the satellite events of the ProWein World in Asia and South America. In 2023 five trade fairs will feature on the agenda. Not forgetting the “Wine & Gourmet Japan – powered by ProWein” in April 2023, which will enhance the ProWein World as ProWine Tokyo from 2024.
Curtains up for current trends & topics
ProWein would not be so successful if it did not pick up current topics and addresses in the form of trend shows, special shows and event forums. These include:
– Debuting at the forthcoming ProWein 2023 will be the ” “World of Zero” in Hall 1. It hones in on the topical “non-alcoholic” theme. National and international exhibitors will present their wines and spirits – their ranges will be completed by a tasting zone.
– The “0% proof” theme was already addressed by the two trend scouts Paula Redes Sidore and Stuart Pigott at the Trend Hour Tastings at the last ProWein. In 2023 the topics will include “Tetrapack, Lightweight Bottles & Co”, “#kabilove and the New Freshness in Wine” as well as “The World of Organic Wines”.
– Trendshow same-but-different: Encompassing more than 120 exhibitors in Hall 7.0 this has been truly a highlight for the world of craft spirits, craft beer and cider for years now. Its success formula and hallmark are the special spirit and unique atmosphere.
– After its successful debut at the previous ProWein the ”Urban Gastronomy Lounge by #asktoni & ProWein” will again feature on the agenda. Toni Askitis, a gastronomer, sommelier and influencer himself, will breathe life into these workshops turning theory into events that are streamed live all over the world. Food service professionals are in for a tailor-made programme. International guest speakers will report from their world, share tips and Another Masterclass will revolve around “Marketing & Communication”; also featuring on the agenda are “Food Pairing” and the “World of Glasses”.
– “Champagne Lounge” in Hall 9: it is this combination of central tasting zone alongside individual exhibitors (to the tune of 120 Champagne producers) that constitutes real added value for visitors.
– Hall 5 stands out with two topics: the organic area & the “Organic World” as well the Special Show “Packaging & Design”.
– Also featuring again are the two ProWein Forums in Hall 13 and Hall 10 where exhibitors will present their highlights.
“same but different”
Specially aimed to the hip and trendy gastronomy and bar community, the Trendshow “same but different” (sbd) is the highlight at the heart of ProWein 2023. To the rhythm of 120 exhibitors from 26 countries “same but different” will present a varied range of the very latest Craft Spirits, Craft Beer and Cider in Hall 7.0. This special event is fully booked again, thanks to its special recipe. Its success formula and hallmark are the unique spirit and ambience that characterize the activities happening in the exhibition hall. This clearly sets sbd apart from other events. As different as the exhibitors’ pitches may be, they all share the same goal of resource-saving, sustainable and creative processing of raw materials, great craftsmanship and know-how, often the principle of regionality and, of course, a strong passion for the product and new trends.
Trendsetter from Denmark
A good example of trendsetting is Denmark. Although a comfy “hygge” lifestyle is of highest importance here, the country’s beverage producers bring for added dynamism and panache. With his Copenhagen Sparkling Tea Company (Hall 7.0 / C 09) renowned sommelier Jacob Kochemba brings his innovative combination of tea and “perlage” into play. Kochemba rose to fame as a sommelier at the star-rated ‘Herman’ restaurant in Copenhagen, where he excelled at pairing food with convincing no-alcohol teas. Now he “marries” teas from mild to strong with wine & juice to form a new category of beverages, with and without alcohol, and brimming with aromatic diversity and all this presented in elegant sparkling wine bottles.
The Dansk Mjød brand from Billund, transports the old tradition of mead into a new age. Whether barrel-aged, classic or enriched with hibiscus to create “Viking blood”, the Danes have been brewing local ingredients according to historical recipes since 1994. (Hall 7.0 / D 50).
Even whisky is going Danish now. In Stauning we will see one of the currently successful Nordic brands being presented at ProWein (Hall 7.0 / C 55). This modern, all-glass distillery uses regional grain varieties and has revived the almost extinct tradition of direct kettle firing. Though the rye and peat aromas may be very familiar, Stauning adds a very personal touch that is not easily forgotten. Guaranteed to prove another highlight in the Trendshow is the programme by Dansk Industry. At their central bar visitors can do some tasting and deepen their knowledge in the Masterclasses offered there.
Exotic exhibits from Israel, Finland and the Balearic Islands
The Milk & Honey distillery from Israel also proves that can be both familiar and exotic at the same time (Hall 7.0 / B 47). Located near Tel Aviv, this distillery sets special impulses emerging from the region. 300 days of sunshine make for a special maturing climate, regional wine-growing estates provide special barrels; some of them are stored next to the Dead Sea at a depth of 430 m, the lowest place on earth.
Other specialities come from Shaman Spirits from Finland (Hall 7.0 / B 38), bringing you their Finnish homeland with vodka, tar, sage or blueberries distilled in a bottle. Hailing from the Balearic Islands is Saline Drink (Hall 7.0 / B 45) who add the aroma of Ibiza’s salt water to their vodka.
But you don’t always have to go so far afield. German distillers are also both perfectionists and creative. Right now gin is a must-have – be it from the Sauerland Distillers (Hall 7.0 / B A39) with their Woodland Gin, which is available in a special mushroom edition, or from Dr. Jaglas in Berlin (Hall 7.0 / C 02). This brand looks back on a pharmacist’s tradition marrying its gin with a special touch of ginseng. Add to this, other elixirs containing herbs and fruit and as an absolute novelty the brand-new ‘San Limello’, a no-alcohol Limoncello.
Also hailing from Berlin is the Deutsche Spirituosen Manufaktur (Hall 7.0 / C 32) whose distillates are guaranteed to set special accents in cuisine and at bars with their intense ginger, lemon, basil or grapefruit aromas. And to specially accentuate cocktails the selection of Cocktail Bitters by The Bitter Truth is a real must (Hall 7.0 / A 11); just a few drops give cocktails that decisive twist.
Beer steps up the culinary ladder
Another voyage of discovery is offered by the brewers at ProWein 2023. Diversity in beer is trending and increasingly getting the attention of the food service sector. This means beer is no longer viewed as a thirst quencher but rather a luxury drink; as an elegant accompaniment for foods or a fancy delicacy with a sharp bite, tropical hops flavours or barrel ageing. Beer is given a new stage and the audience is fascinated. Brasserie Meteor (Hall 7 / D30), one of France’s oldest beer breweries, is managed as a family business in the eighth generation and sets itself apart with ‘Blonde du Garde’, one of the probably most French of all beers, or the ‘Blanche’, a wheat beer with fruity-spicy notes. Celebrating a premiere here is the beer bar Maisels & Friends from Bayreuth, which is synonymous for creative brewing concepts.
This year special attention will be paid to one category that really deserves more exposure – Craft Cider. Apples in their most enticing form are staple food in France and Great Britain – while still niche products here in Germany. Now cider producers from around the world want to change this and invite visitors to taste their way around the cider, cidre and sidr world. What about an exotic version from Sabiles Sidrs from Latvia? (Hall 7.0 / C 37) or Thirsty Fox from India? (Hall 7.0 / D 38) Or maybe a more classic taste as presented by numerous suppliers from France? Or something domestic and regional following Hessian cider tradition at Frankfurt’s Cider World? (Hall 7.0 / D 40)
The “Golden Entrée” in the French area
At the heart of the event is the Champagne Lounge, which is just under 1,000 square metres in Hall 9, where you can get a first impression before heading to the Champagne House stands.
Curtains up for the Wine & gastronomy dream team
Also back on the menu again at the forthcoming ProWein from 19 to 21 March will be the “urban gastronomy by #asktoni & ProWein” Lounge. The hip urban restaurant scene from Germany and abroad will be in for a line-up of the finest. The special highlight this year: top chefs and hip restaurateurs will let visitors “look over the shoulders” and provide first-hand tips. And all of this will be done in the form of relaxed, entertaining workshops – hosted by Toni Askitis, himself a restaurateur, wine sommelier and influencer. Here, wines will always be centre stage. In the four daily workshops he will raise the awareness of food service staff, be they beginners or professionals, about the right handling of wine.
The following international restaurateurs/chefs, vintners and wine guides will be taking part:
– Anestis Haitidis, Greece’s wine guide and discoverer of new wine talents specifically for the international gastronomy scene (Sunday, 12 noon).
– Tim Tegtmeier, Pâtissier of the Year 2015 and owner of “Pure Pastry” on Düsseldorf’s Carlsplatz, & food pairing with Champagne (Sunday, 16 pm).
– Saman Khoshgbari aka Flourboy, skater, creative & pizza sculpture maker from Maastricht (Monday, 12 noon).
– Tibor Werzl, Bochum’s only sommelier & chef at the small, refined “Five” will discuss food pairing with Demeter vintner Stefan Bietighöfer/Pfalz (Monday, 4 pm) .
– Nikolaus Alexander Pitlik, pop-up restaurateur, rock ‘n’ roller & wine freak from Austria (Tuesday, 12 noon)
– Starred chef Benjamin Kriegel from the recently opened “Pink Pepper” in Düsseldorf will discuss food pairing with three Greek wine-growing estates (Tuesday, 4 pm)
Four tailormade workshops a day
Every day four workshops are offered tailored to the participants’ different knowledge levels on the one hand – but also reflecting the multi-faceted, international world of food and wine.
The workshop “How to ProWein?! One Wine Three Glasses!” kicks off the series at 10 am – a workshop targeting trade fair newbies. Toni Askitis explains to participants how to best find their way around ProWein. The second part deals with wine tasting: using three different glasses Askitis explains which glass is best suited to which wine.
At 12 noon the “Pro to Pro” workshop follows. Talking to European food service professionals, this will pick up on current trends in wine and gastronomy. The informal conversation will be framed by a joint tasting. Already proving a real eye-catcher last year was the workshop “Music in a Glass” – a purely subjective and very popular event (daily at 2 pm). Toni Askitis selects three songs and with a vintner allocates these to three of his wines. Last but not least, the fourth workshop will focus on the classic theme of “Food Pairing” – one central in food service. Jointly with chefs, restaurateurs and wine producers Toni Askitis will explain how wine and food are matched every day at 4 pm.
The workshops will also be streamed across the world. The special urban twist of the Lounge in Hall 4 (Stand A 19) comes care of DJ Rafik, 6-times DJ world champion and graffiti artist Hoker One. Registrations are not required so it will be a case of “first come – first served”.
13 exhibition halls, clearly segmented ranges
13 exhibition halls await visitors with cleary structured product ranges. This – and the extra-wide aisles – guarantee a quick overview and a stress-free visit to the trade fair. The product ranges are grouped as follows:
Argentina, Chile, Uruguay & other overseas / New World nations: Halls 13 and 14
Australia, California, South Africa & other overseas / New World nations: Halls 14
Germany: Halls 1 and 4
France: Halls 9 and 10
Greece: Hall 17
Italy: Halls 15, 16 and 17
Japan: Hall 14
Austria: Hall 5
Eastern Europe and rest of Europe: Hall 12
Portugal: Hall 12
Spain: Hall 11
Spirits: Hall 13
Trendshow “same but different”: Hall 7.0
Hall 1 to become centre for non-alcoholic wines
A topic currently trending and holding quite some potential are non-alcoholic wines – and this is not only the case in Germany. Only recently popstar Kylie Minogue hit the international headlines with the launch of her first non-alcoholic sparkling rosé wine of the same name. It will hit the shelves at British supermarket Tesco, to name but one outlet. ‘Zero’ also plays an increasingly important role in food service. The growing health awareness and altered consumption behaviour of gen ‘Z’, i.e. the 26 to 37 year olds, are the key reasons for this trend.
With its ‘World of Zero’ ProWein, the world’s biggest and most relevant trade fair for wines and spirits, picks up on this trend and proactively sets the scene for it. While so far, non-alcoholic products had been spread at the stands of the respective producers and/or importers and exporters across all exhibition halls, they are now presented in a pooled manner on a focal area in Hall 1.
“For our trade visitors from food service and retail this is the ideal platform to comprehensively, and above all efficiently, gather information on this segment,” explains Michael Degen, Executive Director Messe Düsseldorf, and adds: “This provides exhibitors with easier access to new buyers for their new products and allows visitors in turn to locate this new product group faster.”
On the one hand, the ‘World of Zero’ showcases companies that operate their main stand in other halls and are also featured in this themed world. These currently include Schlumberger, Peter Riegel or Schloss Wachenheim, to name but a few. On the other, the ‘World of Zero’ presents exhibitors who are only represented here such as Kolonne Null from Berlin or Manufaktur Jörg Geiger, for example.
The ‘World of Zero’ is rounded off by a tasting zone in the centre of this themed world.
“We are very pleased that we can provide a perfect platform for this trending theme at ProWein 2023 together with publishing house Meininger Verlag. The annual, professional non-alcoholic tastings organised by these publishers as well as their editorial competence form the basis for this partnership,” says Michael Degen. Lectures and panel discussions on this set of themes complete the programme at the ‘World of Zero’.
ORGANIC WORLD – BIO FOR THE WINE INDUSTRY
More than a hint of green
ProWein goes city 2023
Finally, the time has come again: while ProWein addresses the trade public, “ProWein goes city” from 16.03.2023 – 21.03.2023 brings together end consumers, gastronomy and wine retailers as well as international winemakers. And it has been doing so with great success since 2007. Thousands of gourmets attend every year to participate in wine tastings in wine shops, to enjoy moderated wine menus or to experience extraordinary events according to the motto “wine meets art, music or design”. This will also be the case again at the upcoming ProWein, three days before the start of the fair from 16 March. Both international visitors to Düsseldorf and end consumers are equally welcome at ProWein goes city. Thus, the fair theme is reflected throughout the city and the region.
In 2023, 52 restaurants, hotels and specialist retailers will be taking part in the joint initiative of Messe Düsseldorf and the Destination Düsseldorf business association with around 90 events. Whether Georgian wine evening or Havana Night, French gourmet tasting or Big Bottle Party, young winemaker presentation or wine tasting with international top producers: the offer is multi-faceted. Champagne and cocktail lovers can also look forward to numerous tastings with sparkling and high-proof pleasure at ProWein goes city. Wine tastings with DJ or live music in a laid-back ambience ensure a relaxed end to the fair. Winegrowers from all the major European wine nations will be represented as well as producers from overseas. From free wine tastings to a hosted 5-course menu by star chef Anthony Sarpong at 155€ – every wine connoisseur will find his or her event here.
ProWein on course for success
Started in 1994 with 321 exhibitors and around 1,500 visitors, ProWein has developed into the world’s No. 1 trade fair for the international wine and spirits sector. In the meantime, more than 6,000 exhibitors from all over the world present their wines and special spirits. Correspondingly high is the interest taken by trade visitors from throughout the world. They use ProWein to obtain comprehensive information and to exchange ideas. Since 2013, ProWein in Düsseldorf has been complemented by numerous international satellite events. ProWine Shanghai was the first in 2013, followed by ProWine Singapore, ProWine Hong Kong, ProWine Mumbai and ProWine Sao Paulo. The latest member of the international ProWein family is ProWine Tokyo.
ProWein – Düsseldorf from 19 to 21 March 2023