After the mandatory pandemic-induced 2-year break the international wine and spirits industry is now looking to ProWein from 15 to 17 May 2022 with great anticipation. The product ranges are unique worldwide in terms of diversity – despite the difficult circumstances associated with Covid and the postponement to May. The international market leaders are represented here as are importers and exporters, commercial agents, select vintners and the regional growing regions from the great wine nations. In excess of 5,500 exhibitors from more than 60 countries will be presenting their wines, spirits and craft drinks. “This gives ProWein a clear USP: no other event worldwide offers this comprehensive line-up. Not even Covid-19 can put the brakes on us here,” says Michael Degen, Executive Director at Messe Düsseldorf, right to the point. For the international professionals from specialist retail, food retail, hospitality, food service and catering ProWein is therefore the uncontested, central industry event and the ideal platform “par excellence” for networking and discovering new trends and products.
ProWein 2022 with unique product range
The over 5,500 exhibiting companies from over 60 countries are spread over 13 Düsseldorf exhibition halls clearly segmented by country and region. The biggest nations measured by the number of exhibitors are Italy (over 1,420), France (some 1,100), Germany (just under 700), Spain (650), Portugal (over 360), Austria (over 260) as well as Argentina (over 120) and Greece (over 100). The smallest exhibiting nations occupying 9 square metres each are Finland, Hong Kong, Lithuania, Réunion and Singapore.
ProWein: staging current themes and trends
Two trends currently dominate the wine and spirits industry: the influence of climate change and “zero alcohol”. Over the past few years many vintners have started to invest in adapting their vines to climate change which entails different wine “stylistics”. Furthermore, the desire for ‘0 percent alcohol’ is on everybody’s lips especially in the younger generation. Insights into both these themes will be provided by the ProWein trend scouts Stuart Pigott and Paula Redes Sidore as part of the Trend Hour Tastings on the ProWein Sunday and ProWein Monday.
Celebrating a premiere will be the “urban gastronomy by #asktoni & ProWein” Lounge geared specifically to the hospitality scene (Hall 4, Stand F 40). The concept is a tailor-made offering for food service operations and their service staff. The five daily workshops with tastings and interviews are oriented towards the different levels of knowledge of food service staff – from beginners to professionals. Toni Askitis, a gastronome himself, sommelier and influencer, will breathe life into the workshops turning grey theory into colourful live events that are streamed live all over the world.
Wine tourism is a key sales-promoting and image-building channel for many vintners. In Germany alone wine tourism in the growing regions generated annual total sales of EUR 29.9 b in 2019, according to a study carried out by the DWI (German Wine Institute) and Geisenheim University. In combination with caravanning as a way of holiday making this opens up completely new perspectives. The Caravanning Special Show – also a premiere in 2022 – is a cooperation between ProWein, on the one hand, and CARAVAN SALON Düsseldorf, on the other, in response to this trend. This means from 15 to 17 May interested visitors and/or exhibiting companies will be able to find out about the fascination of mobile vacationing along with a relevant selection of rental vehicles and overnight stays right on the wine estate on a special area in Hall 1 (Stand D 80).
The Trend Show “same but different” (sbd) in Hall 7.0 features 120 exhibitors from 24 countries presenting a highly topical and wide and varied range of Craft Spirits, Craft Beer and Cider. As different as the exhibiting firms are in their pitch, they all share the same aim of a conscious, sustainable and creative processing of raw materials, great craftsmanship and know-how, the principle of regionality and a strong passion for the product and new trends – particularly for trade visitors from the trending hospitality and bar community this is the perfect destination. Currently on trend: zero alcohol and/or low-alcohol beverages.
Forming the “golden entrée” to the French segment is the Champagne Lounge in Hall 9 featuring well-known brands such as Ayala, Alexandre Bonnet, Collard Picard, Deutz and Heidsieck. Add to this numerous Champagne houses that have booked individual stands. All in all, 120 Champagne producers will be represented at ProWein 2022 – very much reflecting the successful market developments with turnover and sales increases of over 30% in 2021 (turnover: +36% to EUR 5.7 billion; sales: + 31% to 320 million bottles.)
The Organic Segment – with the international associations Biodyvin (France), Bioland, Consorzio Vignaioli Del Trentino (Italy), Demeter, Ecovin and Vignerons de Nature (France) along with independent exhibitors – will again be featured with representative ranges in Hall 5. For the Special Show “Organic World” an additional 45 vintners from Europe, for instance from Italy, Greece, France and Spain, have registered.
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