Cultivate the visionary in you

Motto for ProWein Düsseldorf 2026 will be “Cultivate the visionary in you”. Frank Schindler, Director of ProWein Düsseldorf, summarizes the aims of the forthcoming 2026 edition by saying, ‘We want to encourage the sector to embrace the future in a determined, creative and forward-looking way. As the leading international trade fair we will allow appropriate space for innovations and make sure to generate sustainable business,”

New hall concept: clear structures, shorter distances

A key component of this re-positioning is the revised hall concept where 4,000 exhibitors from over 60 countries will move to Halls 1 – 7. With the same space and size, there will be markedly bigger exposure and a clear country structure. The hall layout will become denser. Visitors will have 30% shorter walking distances, enabling more efficient scheduling-.and physically less tiring too. 

Positive response in all regions

The new hall concept has evolved after discussions with global exhibitors. Their response has been extremely positive with the planning mostly complete. Here are some details:

France will move with all important wine-growing regions to the fully booked Hall 4. “Union de Grands Crus de Bordeaux” which had organised a major Tasting at Hotel Lalit in Delhi last month with the assistance of Indian Wine Academy will present their new vintage in Hall4.. Organic, biodynamic, micro-operations, cooperatives, the VDP, DWI, ÖWM and regional wine promotion bodies will be all in Hall 4 with other big German brands.

Germany and Austria will be jointly in Hall 1.

Italy will now be located in the sold out Hall 3. Portugal will occupy Hall 7a with an impressive stand concept. There will be joint stands from ViniPortugal, Tejo, VinhoVerde and Beira.

Spain will be in Hall 6 presenting a united front featuring all important regions including Rioja, Ribera del Duero, Rueda, Valencia and Toro. Hall 3 will have national pavilions from Hungary, Slovenia, Croatia, Bulgaria, the Czech Republic, Moldavia, Turkey, Georgia, Cyprus and Northern Macedonia as well as new participants from Montenegro and Azerbaijan.

In the large Hall 6, next to the VIP Area will be New World countries like Argentina, Chile, New Zealand and South Africa with pavilions from California, Brazil, Japan and other regions.

The ever expanding Spirits continues to sharpen its profile: for the first time. ProSpirits will occupy two complete halls with 500 exhibitors from over 50 countries, sending a strong signal about the increasing relevance of this segment.

Cultivate the visionary in you

ProWein Düsseldorf will accompany the product ranges with optimized, immersive elements that will keep in mind the current trends and make them experience-worthy.  

ProWein Agora has taken the concept from ancient Greek cities, where agora was an open space serving as an assembly area and a place for commercial, civic, social, and religious activities. The space with a proper stage set up will be the “social heart” of the trade fair serving as a central place for trends, innovations and futuristic topics. It will provide space for keynote addresses, talks and diverse impulses for the sector that will go beyond its borders.   

ProWein Zero: Over the past years an impressive trend has emerged with non-alcoholic spirits, cocktails and wines. ProWein Zero is the central “port of call” for all those wanting to explore the non-alcoholic beverage segment; supported by interactive tastings, market trend insights and showcases by international drivers of innovation.

ProWein Sparkling Visions will bring the growing segment of sparkling wines into focus at one place. The concept will stage a decentralized discovery tour – from Prosecco to Cava to Champagne and other international specialties. There will be a central Sparkling Wine Bar in Hall 4 serving as a meeting point for tastings, conversation, networking and informal meetings.

ProWein Organic Visions in Hall 1 will pool the international ranges of organic, biodynamic and sustainably produced wines – including tasting zones and knowledge transfer events.

Massive investment in visitor management

With a view to bringing exhibitors and trade visitors together in an even more targeted and efficient manner, ProWein Düsseldorf 2026 has invested extensively in new services and digital tools.

The new Hosted Buyers & Concierge Programme, which is supported by a newly created team, will ensure top international buyers from key markets: Germany, the Benelux, USA, UK, Asia, Eastern Europe and Scandinavian countries are targeted for this edition. An improved product database as well as the revised Matchmaking Tool Fair Match already introduced, will make sure supply and demand are matched more efficiently.

With a clear vision for the future, ProWein Düsseldorf will set new standards in 2026 and show how the future of the international wine and spirits industry is shaped – all in line with the guiding principle- Shape. Create. Elevate.

The Think Tank at Prowein Düsseldorf has been working on revolutionary changes so that it may sustain the leadership position and stay tuned with the current ground reality to be able to help the exhibitors and buyers make the best use of the time and money spent. The 2026 edition will bring to fore many such changes and make it worthwhile for all the stakeholders.

Subhash Arora