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 These numbers reflect significant increase in the number of trade visitors of around 49,000 last year when there were only 4830 exhibitors, recording a growth of over 23% in the number of exhibitors though the trade visitors showed a growth of 6%.
The 3-day international fair organised on March 15-17 by Messe Dusseldorf, one of the world’s leading show organisers with 50 such events under their belt every year, was in the true sense an international fair that saw the maximum participation by Italy, France and Spain who between themselves shared over 55% of exhibitor numbers. Including Georgia, Moldova, Bolivia and Armenia, all major wine producing countries and cultivating regions were present in the nine exhibition halls, including a scanty presence by two Indian producers- Sula and GroverZ. According to the organisers, one could taste all grape varieties at this Show; one would need to conduct an in depth study to check the veracity of the statement.
 The additional line-up by 420 spirits exhibitors from 30 countries indicates the growing interest by the liquor industry in the premium Show. These exhibitors spanned classy brandies and liqueurs through to national specialities and international classics. A couple of Indian producers Agave India and Meher Distilleries were also there in the Spirits pavilion (more on that in the next issue).
The stands with Italy and France, and naturally Germany hogging the most space, has been better organised with the new Halls added and the Halls changed. It’s another matter that going from one part of the Show to the other for a meeting could be quite demanding physically. With several useful seminars for professionals in Hall 13, and several others organised at the stands by the producers, it was impossible to cover the entire desired territory in 3 days. Fortunately, the Show is for B2B professionals  only-therefore making it at least more efficient.
Although Vinitaly is on during this week and with the biennial Vinexpo being organised in June, one might expect a bit of pressure on the Show but the figures of participation belie the fear. The Show has made its brand as an efficiently organised Show. As Gaia Gaja who was at the Show for the third time puts it, ‘Vinitaly has a lot of emotions but Prowein is a nice and efficient Show. We have been taking part here through our Distributor but are regularly participating and will continue to do so.’
 Similarly Stefania Tacconi, the Marketing and Communications of the Consorzio Brunello di Montalcino had the Consorzio and several producers on their toes during all 3 days. She said the Show was very significant for the producers and was an important event in the calendar though barely a few days before Vinitaly.
Wine of Moldova was a prominent participant and as Thomas Brendl who looks after their Marking and Communications put it, ‘it is important for Moldova to tell the world about its legendry background. We have organised 5 seminars about the Wines and unique grapes of Moldova. We shall participate in the Show again next year perhaps with even more producers.’ Dumitru Munteanu, the Director of Wine of Moldova, was very pleased with the response at his stand and was quite upbeat about the enquiries turning into actual business.
 Markus Molitor is one of the best known Mosel producers. He doesn’t speak much English but was able to explain to me that it was useful enough for him to be present all 3 days because of so many clients attending the Show. It was practically impossible to spend extra time with his consultant from Burgundy, Dr. Arif Jamal beyond our appointment as the next visitor was waiting for her turn to discuss business with him. I could not even meet Ernie Loosen of Dr. Loosen and many others I had planned to meet, due to the logistics problem although I managed to meet and chat with Fritz Hasselbach of Weingut Gunderloch, Rheinhessen after a few attempts.
It became very difficult for me to keep to the schedule. The walk from the Molitor stand to the Press Center should take about 10 minutes through short cut. It took me exactly an hour and a quarter-I kept on meeting people I know and some insisted I taste wines with them. Thinking of it like breaking bread with  friends, I found it hard to resist the pleasantries and impromptu tasting and I am still writing mails to people I had confirmed to visit, and apologising for the rudeness. This only shows partially the success of the show.
Tasting the international success, Prowein is expanding its wings. After participating in yet another edition of Prowein China in Shanghai this November from 11th to 13th, it will participate in April 12-- 2016 alongside the FHA Show and will repeat participating every 2 years. And what better way to promote than letting people taste the internationally popular ‘Singapore Sling’ and getting an claimed bar tender from the Raffles hotel which is credited with inventing the exotic drink. This will, of course, after celebrating the 23rd edition on March 13-15 at the same venue.
In the meantime, I am working on a strategy how to negotiate the Show in 3 days that requires at least 11-and I am not even including the seminars!!
Subhash Arora
Gallery Video Chat with Gaia Gaja |