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ProWein Prepares For Its Annual Show Amid Growth In Attendance, New Initiatives

February 15, 2017

ProWein is gearing up for its annual wine fair in Dusseldorf, Germany next month, amid rising exhibitor numbers and new additions to the program. The three-day event runs from March 19-21 and will attract more than 55,000 visitors, all of them members of the trade.

Around 6,500 winemakers will exhibit at this year’s ProWein, with France and Italy comprising nearly half that total. About 90 U.S. winemakers will take part, and more than 1,300 U.S. visitors are registered to attend—up 25% from last year and more than four-fold higher than five years ago. “Europe still has the largest share of exhibitors at ProWein, but the show isn’t just about Europe—it’s about the entire world,” said ProWein director Marius Berlemann.

For U.S. distributors and importers looking to connect at the show, ProWein is offering a new networking tool called Route USA. “We’ve asked all our exhibitors whether they export to the U.S.—and, if so, to which states,” Berleman said. “If you’re a buyer from New York, for example, you’ll know which wines at the show are already available in your market, and which are not.” That information will be provided to all visitors, and exhibitors who are seeking a U.S. importer will also have “Route USA” signage on their stands, Berlemann added.

A growing sector at ProWein is distilled spirits. “Our main focus is wine, of course, but this year we’ll have some 435 spirits producers from 30 nations,” Berlesmann said. The spirits participants are mainly smaller, artisanal players, he added. A space called the FIZZ Bar will be located at the center of the spirits section, and serve as a mixology-focused nucleus featuring cocktail innovations.

Prowein’s range of specialized programs will feature more than 500 events—including tastings, seminars, and workshops on wine regions, marketing trends and a variety of other topics. There will be a packaging and design space, as well as a forum called “Same But Different,” where 10 participants will present innovative concepts on wine production and marketing. The focal point of the show’s Champagne area will be the Champagne Lounge, which will offer more than 60 different labels from the Champagne region. —David Fleming

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