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The ProWein Düsseldorf from March 15 to 17, 2026, is under the guiding theme "Cultivate the visionary in you". This aims for a clear strategic realignment of the fair, focusing on efficiency, internationality, and a stronger business relevance. The goal is to position ProWein more as a "curated B2B platform" and less as a pure product showcase. In particular, visitor management is to be optimized. With the new "Hosted Buyers & Concierge Program," the fair aims to specifically address and support international top buyers. This will be complemented by the expansion of digital infrastructures such as an extended product database and the revised matchmaking tool "Fair Match".
A central element of the repositioning is the revised hall concept. The approximately 4,000 exhibitors expected by the fair management from more than 60 nations will be concentrated in halls 1 to 7. Through denser stand architecture and a clearer country structure, the visibility of the exhibitors is to be increased, and orientation for trade visitors significantly improved. The expected "reduction of walking distances by up to 30 percent" is intended to create the basis for tighter scheduling, higher visitor frequencies per stand, and a generally more efficient use of fair time.
France will present its wines starting in 2026 in Hall 4, featuring all significant wine regions and a premium focus through the vintage presentations of the Union de Grands Crus de Bordeaux. Germany and Austria will jointly appear in Hall 1, using the platform to profile small businesses through cooperatives to quality-oriented associations like the VDP.
Italy occupies the fully booked Hall 3, ranging from mainstream to high-quality origin profiles. Spain positions itself in Hall 6, with a strong presence of classic export regions, while Portugal pursues a strongly export-focused stand concept in Hall 7a. Central and Eastern European wine countries, as well as new origin countries, will be integrated more visibly into larger country pavilions according to the fair. Nations from overseas are also expected to gain more visibility through the new bundling.
At the same time, spirits are coming more to the forefront. With ProSpirits, the segment occupies two halls for the first time, uniting around 500 exhibitors from more than 50 countries. This expansion is a clear signal of the growing importance of this category in gastronomy. The fair is complemented by thematic formats: The "ProWein Agora" serves as a stage for market analyses, innovations, and future topics. The format "ProWein Zero" addresses the growing segment of non-alcoholic wines, spirits, and cocktails. With "Sparkling Visions," the sparkling wine segment is also being more emotionally charged and commercially staged, while "Organic Visions" focuses on organic wines, biodynamics, and sustainability.
(ru – Image: Messe Düsseldorf)
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