ProWein Düsseldorf 2026 is driving forward its strategic development as an international trade fair for wine and spirits in a targeted manner. With a clear business focus, efficient hall concept, and strengthened future formats, it continues honing its new focus," stated the concluding press release from Messe Düsseldorf.

According to ProWein, a total of 3,400 exhibitors from 63 nations presented their products from March 15 to 17, while 31,000 trade visitors from 105 countries utilized the fair specifically for business transactions and distribution inquiries. For comparison, last year saw 42,000 visitors from 128 countries and 4,200 exhibitors from 65 nations.

A particular focus was reportedly placed on buyers from key import markets such as Germany, Belgium, the Netherlands, Scandinavia, and the USA. This was supported by a newly structured Hosted Buyer Program, according to the press release. In an increasingly consolidated market environment, the fair is deliberately focusing on efficiency and decision-making density. A central instrument was the ProWein app with its "Fair Match" matchmaking tool, which initiated 72,488 qualified business contacts before and during the event.

Messe Düsseldorf also responded flexibly to organizational challenges; due to a strike in local public transport, they provided a shuttle service with 30 buses on the final day to ensure the transfer of visitors and exhibitors.
"We cannot be complacent about ProWein’s development over recent years—our aspiration is to consistently develop the trade fair further. This is why we are clearly honing ProWein’s relevance for the trade and decision-makers," explained Marius Berlemann, COO of Messe Düsseldorf GmbH. This strategic direction is being spearheaded by Frank Schindler, who took over as Director of the fair in October 2025.

The fair's evolution was also reflected in its programming. "ProWein Agora," for example, established itself as a hub for market analysis and strategic debate. Specialized formats such as "Sparkling Visions" for sparkling wines and "ProWein Zero" for low-alcohol and alcohol-free products tapped into current industry trends. The spirits section, "ProSpirits," saw significant growth, hosting approximately 500 exhibitors from 50 countries. Additionally, the event expanded into the city with "ProWein City Vibes," featuring 64 events that brought together exhibitors, restaurateurs, and consumers in Düsseldorf.

"The new hall concept with clear segments and shorter distances was well received by both exhibitors and visitors alike," Schindler concluded, adding that the overall feedback "confirmed we are on the right track."
The next stages of development will be announced at the end of May. The next ProWein Düsseldorf is scheduled for March 7 to 9, 2027. International editions will follow shortly after in April with ProWine Tokyo and ProWine Singapore.

Source: Meininger's International

A total of 31,000 trade visitors from 105 countries attended this year’s ProWein in Düsseldorf. (Photo: Sophia Langhäuser)