ProWein Düsseldorf: The New Face of the World’s Leading Wine and Spirits Fair

A new era begins for the world’s most prominent trade fair for wine and spirits. The ProWein Preview, held in Düsseldorf on September 24, 2025, marked the most radical transformation in the 35-year history of the event.
Chief Operating Officer of Messe Düsseldorf, Marius Berlemann, presented to journalists from across Europe the new vision and identity of the fair, which from 2026 will officially be named ProWein Düsseldorf, accompanied by the new motto: “Shape. Create. Elevate.”

A Strategic and Symbolic Rebirth

Even if appearance isn’t everything for a professional fair, ProWein’s new look is bursting with color — inspired by the flags of different countries — reflecting the international diversity that has defined the event for more than three decades.

The new branding signals a clear intention for renewal and reinvention. It’s no secret that ProWein has faced serious competition in recent years, with Paris emerging as its strongest and most threatening rival. For the first time, Wine Paris & Vinexpo Paris attracted more visitors than ProWein this year, while Vinitaly continues to hold its ground as the focal point for Italian producers.

Copyright Messe Düsseldorf / ctillmann

Rising participation costs, soaring hotel and restaurant prices during fair days, and transport issues — from train strikes to endless queues — have frustrated many exhibitors and buyers, prompting them to turn to alternative trade fairs.
Recognizing these challenges, ProWein’s organizers have launched a comprehensive reboot plan that blends innovation, sustainability, and accessibility, proving they fully understand the situation and are ready to act decisively.

Beyond the visual changes, however, this rebranding represents a deeper shift: a move from being a mere commercial platform to becoming an active hub of innovation and strategy for the global wine and spirits industry.

“We must stay flexible and creative”

As Berlemann emphasized, “We cannot define ourselves by our past; we must remain flexible and creative in a challenging market.”
His words encapsulate the philosophy behind the new motto:

• Shape – to shape the market’s future together with industry professionals;
• Create – to create new spaces for meeting and innovation;
• Elevate – to elevate the global experience and reputation of the fair.

From 2026, the ProWein exhibition halls will be completely redesigned. Halls 1–7 will host around 4,000 exhibitors from 60 countries, with a clearer layout and shorter walking distances for visitors.

The ProSpirits section, dedicated to spirits, will expand significantly, occupying two entire halls — a strong signal that ProWein aims to embrace the full spectrum of beverages, not just wine.

New Tools and Experiences

The upcoming edition will also introduce several new initiatives aimed at improving networking and visitor engagement:

• Buyer Concierge Team – an international unit connecting key buyers with exhibitors, focusing initially on the USA, Canada, Eastern Europe, and Scandinavia;
• ProWein Düsseldorf Express – free shuttle services from nearby regions in Germany, Belgium, and the Netherlands;
• Live Fair Match Arena – a new meeting space where the existing matchmaking tool Fair Match will operate in real time.

In addition, the new Insight-to-Action Framework (I2A) will use market data analytics to create more targeted and effective business connections.
The experience will be further enhanced by the revamped ProWein Agora Stage — a 12-hour program of talks and debates with international speakers addressing topics that go beyond wine itself. The Agora aims to serve as a “compass for change” and a source of inspiration for a new generation of professionals.

Reflecting New Trends

Current market trends will also be given their own spotlight. ProWein Zero, dedicated to low- and no-alcohol wines and spirits, will expand with interactive tastings, while ProWein Sparkling will introduce “speed tastings” focused on sparkling wines.

A New Leader: Frank Schindler

Another key announcement at the Düsseldorf Preview was the appointment of Frank Schindler as the new Director of ProWein, effective October 15, 2025. With extensive international experience in the wine and spirits sector, he will oversee not only ProWein Düsseldorf but also the ProWein World exhibitions in Asia and South America.

His stated goal is to strengthen the global cohesion of the ProWein family and to turn the fair into “a reference point all year round, not just for three days.”

The rebranding to ProWein Düsseldorf is no coincidence: it seeks to reinforce the fair’s link with its host city, aligning it with its global counterparts — ProWine Mumbai, São Paulo, and Shanghai. In doing so, Messe Düsseldorf aims to establish a unified, globally recognizable brand umbrella for wine and spirits trade fairs worldwide.

Looking Ahead to 2026

The first edition under this new identity will take place on March 15–17, 2026, featuring 4,000 exhibitors from more than 60 countries and over 500 ProSpirits participants.
Its success will ultimately depend on whether the new team can turn its promises into tangible results — smarter networking, better logistics, and a truly elevated professional experience for all participants.