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Exhibitors and visitors draw a mixed conclusion of ProWein 2023 after three days of the fair. According to the fair management, around 49,000 trade visitors from 141 countries came to Düsseldorf to enjoy the offerings of the approximately 6,000 exhibitors. Although this is more than last year (38,000 visitors), it is still significantly less than before the Corona pandemic (2019: 61,500). The strike of buses and trains, which paralysed traffic in Düsseldorf and neighbouring cities on two days of the fair, certainly contributed to this. Many visitors shortened their stay in Düsseldorf or decided not to travel.
In Focus According to the fair management, the focus of interest this year was not only on wines from the leading wine-growing regions. Topics such as drinks with no-and-low alcohol or alternative packaging were also in great demand. Every second person was interested in no-and-low and every third person in alternative packaging. The "World of Zero" theme world, which was set up for the first time this year, was very well attended.
Despite the positive résumé of Messe Düsseldorf, the voices of the participants were mixed. The conclusion of the German exhibitors is better than that of many other countries. "The German exhibitors drew a positive balance from this year's ProWein. They were very satisfied with the quality and quantity of trade visitors, especially from abroad. In view of the challenging market situation at home, export business is becoming increasingly important for many producers. At this year's ProWein many exhibitors were able to strengthen and further expand their international trade relations," said Monika Reule, Managing Director of the German Wine Institute (DWI), after the fair.
The exhibitors from overseas were also pleased with the good demand. However, there was noticeably less activity in the halls where mainly Spanish, French and Italian exhibitors presented themselves. The high expectations of many companies were disappointed. According to the impression of the wein.plus editorial team, many smaller wineries in particular were frustrated and are considering not taking part in ProWein next year. They no longer want to incur the high costs of a ProWein stand, including expensive hotel costs in the future. In addition, the competition from other fairs, such as Wine Expo Paris or Slow Wine in Bologna, which focus better and offer a more attractive environment, has become too great in recent years. It is becoming increasingly apparent that it is almost impossible for smaller, unknown wineries to attract attention at the huge fair. Established wineries, large companies and importers, on the other hand, were able to cultivate their existing customer contacts, generate new contacts and draw a positive balance.
Next year ProWein will take place from 10 to 12 March.
(ru / Source: Messe Düsseldorf, Wine Meridian, Vitisphere, own research)