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The ProWein in Düsseldorf positions itself anew as the European leading wine fair with a sharper B2B focus and a significantly increased orientation towards closing deals. Until 2025, it was oriented as a global leading fair. "Our wine industry is going through a time of disruption," explained Frank Schindler, director of the fair since late 2025, at a press conference in Frankfurt, "therefore, our fair must lead to more orders and revenues."
Under the new motto "More focus. More proximity. More industry," Schindler and his team want to limit the number of exhibitors to 4,000 starting in 2027. To increase attractiveness for them, the revised "Hosted Buyer Program" aims to specifically attract buyers to ProWein. Schindler emphasizes Germany, Austria, and Switzerland, the Benelux countries, Great Britain, Scandinavia, and Eastern Europe. Additionally, he wants to bring "relevant top importers from Asia, Africa, and the USA" to Düsseldorf.
Frank Schindler has also developed new solutions for the criticisms expressed by many exhibitors. "Prices will remain the same in 2027, and the usual inflation adjustment will also be waived," he announced. Furthermore, no additional costs will be charged for co-exhibitors for importers.
"With the limitation of exhibitors and the strict B2B focus, hotel prices will no longer explode," Schindler added. Since 2019, there have been over 10,000 more hotel beds available in Düsseldorf, with occupancy in 2025 at only 79 percent. Additionally, the fair provides a contingent of 400 rooms for 120 euros per night, which can be increased if necessary. In 2027, there will also be two new direct subway connections from the train station and airport available for travel.
The Düsseldorf fair has also developed a significantly tightened security concept aimed at making theft of pallets impossible. Schindler also plans a large industry party on the grounds on Monday with up to 3,000 invited guests, along with their friends and business partners.
The next date from March 7 to 9, 2027, is a week earlier than before to avoid overlap with the Internorga gastronomy trade fair in Hamburg.
The realignment reflects the changing economic framework conditions with declining margins, rapidly rising production costs, the massive effects of climate change, and decreasing alcohol consumption. Schindler summarized that in the industry worldwide, "it's no longer about growth, but about value creation."
More on the topic:
"Curated B2B platform": ProWein presents details of the realignment