Wine industry has been facing market challenges during the last few years globally. Facing the challenge, ProweinDüsseldorf will use the motto ‘Shape, Create, Elevate,’ thus leading the way in industry transformation, according to the Show organisers, Messe Dusseldorf.

 “We do not define ourselves solely by our past but are consistently developing ProWein Düsseldorf to be the leading trade fair. Staying innovative and agile is essential, especially in the current challenging market situation. Every participant in this industry must now carefully rethink and adapt their strategy. We too are critically examining ourselves and energizing ProWein Düsseldorf with fresh, innovative ideas,” says Marius Berlemann, Chief Operating Officer of Messe Düsseldorf.

Also Read: ProWein 2025: Signal for Innovation and Preparedness for Wine and Spirits Sector

Shape, Create, Elevate

The new motto- “Shape, Create, Elevate” is a call to the industry to actively shape the future, consistently drive innovation and generate business. At the heart of the transformation is a newly created Buyers Concierge Team, immersive elements, a new look with clear branding and a radically impactful hall concept.

Buyers Concierge Team

With the creation of the dedicated Buyer Concierge Team, presenting tailor-made solutions to international top-buyers, ProWein Düsseldorf will entice the global elite buyers. Initially, the team will focus on buyers from the USA, Canada, Eastern Europe and Scandinavia.

Also Read: ProWein2025: Wine Paris comes closer to Prowein this Year

The Show will also bring buyers within a 350-kilometer radius of Düsseldorf, by offering complimentary visits to ProWein Düsseldorf on all three trade fair days through centrally coordinated bus transfers from key locations in Germany, Belgium and the Netherlands. This will be a part of the newly developed ProWein Düsseldorf Express Service.

“With our innovative approach to attracting buyers from overseas and across Europe, plus the additional offerings in transport infrastructure, we’re demonstrating to the industry that visiting ProWein Düsseldorf has never been easier.” says Berlemann.

Also Read: ProWein Business Report: No-Low Alcohol Wine Market Expanding fast globally

Matchmaker, matchmaker make me a Fair match

The matchmaking tool “Fair Match” introduced earlier this year in Prowein 2025 has also been further refined for the 2026 edition when the organisers plan to take the further step and offer a centrally located Live Fair Match Arena in the exhibition halls as well.

A groundbreaking new concept, the Insight-to-Action Framework will also be introduced, based on insights from a comprehensive industry survey. This innovative approach aims to enhance relevance and efficiency, ensuring better matches between exhibitors and visitors.

Also Read: Red Wine Production falls globally as other categories gain, says OIV Report

Enhancing comfort and elevating the visitor experience

Immersive experiences incorporating festive elements will be the focus at this edition, thus providing the industry with new impetus and concrete solutions for the future. Some of the innovations are:

· ProWein Agora stage programme that will offer over 12 hours of inspiring market-relevant short talks, panels and keynotes throughout the fair with Visionary Talks, innovative formats, and international speakers that will act as a catalyst for new ideas.

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· ProWein Zero section in Hall 5 which has been getting increasingly popular is being completely redesigned and will now also offer spirits and interactive experiences such as impulse tastings.

· ProWein Sparkling section is a unique journey through the world of sparkling wines at ProWein Düsseldorf. It will also feature a sparkling bar in Hall 4 with speed tastings and sessions also taking place. With sparkling wines getting more relevant, this would perhaps be on the lines of Champagne Bar.

Also Read: Prowein 2015: Wines of Moldova

New hall setting

The new layout of Halls 1 to 7 will offer enough space for the approximately 4,000 exhibitors who will also benefit from greater visibility. Visitors will also enjoy shorter distances between stands and clearer structures. The highly popular ProSpirits area will occupy two entire halls for the first time, an indicator of how the market is developing.

Also Read: Indian Wines Confirm their Success at Prowein

The first edition of the newly shaped ProWein Düsseldorf will take place from 15-17 March 2026, with 4,000 exhibitors expected to participate from over 60 countries, including India. In addition, around 500 exhibitors are expected to participate in the ProSpirits section.

Subhash Arora