The 31st edition of ProWein will not only showcase the usual comprehensive, global line-up of wine and spirits ranges from 65 countries but will also hope to curate current themes and trends in the international market. Along with innovations like ProWein Zero, the Champagne Lounge, Organic World, Packaging & Design, Urban Gastronomy and the Concept Store, this year the newly introduced Business Forum will also complement the Masterclass Forum.

Cutting edge for successful business

The ProWein Business Forum in Hall 16 will address current industry topics of special relevance in the face of multiple challenges, ranging from tomorrow’s wine consumers to modern wine marketing and sustainability. Peter Schmitz, Director of ProWein explains, “The new Business Forum is designed to provide the wine sector with guidance and present alternative options. This is our response to several requests for more exchange on current business topics.”

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The Business Forum will be organised and facilitated by American wine expert Cathy Huyghe who is an award-winning journalist and also writes for Forbes. She is a successful entrepreneur in wine technology and co-founder and CEO of Enolytics, a data-driven business-intelligence provider serving beverage producers all over the world.  

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Three focal themes at ProWein

On each of the 3-days of the trade fair on 16-18 March, 2025, the Business Forum will have its own thematic focus. On 16th March, the first day of the Show everything will revolve around tomorrow’s wine consumers. Experts will highlight new target groups and their interests worldwide, and elaborate on the development of individual price segments. Wines and spirits will be discussed in the context of several new studies and their impact on the changing health awareness.  

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The Second day will bring modern wine marketing to the center stage, The  title “I am a Buyer and I’m Here to Learn…” will be the focus of several sessions dedicated to optimally leveraging ProWein itself. The use of AI by wine merchants and the use of social media channels will be discussed with a focus on TikTok which is banned in India but its Indian substitute Reels is very important and successful business tool. Bypassing traditional distribution methods will also be discussed using the relevant data.

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The final day will focus on sustainability- for example, ‘how to deal with alternative grape varieties’ and ‘the impact of climate change on individual wine-growing regions’, will be just two of the thematic topics that will be discussed. Excerpts from the current ProWein Business Report will also be presented.

The detailed agenda will be available in February but you may want to mark the various programs related in the Business Form to attend.

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Versatile and international

The Business Forum complements the extensive offering of ProWein 2025 to be held in Düsseldorf from 16 to 18 March. About 5,400 exhibitors form 65 countries including India are expected to partake in ProWein 2025.  Importers and world experts can get a unique overview of the world of wines and spirits, and will learn about all the important wine regions in the world in detail, including special tastings all around.   

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It is important to know that the Spirits are getting increasing attention at Prowein and even if you are connected more with spirits, you will find that this is a Show to attend.

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Subhash Arora