03/16/2007

First time in Germany – Molecular cocktails

Even though the wine aspect of Prowein quantitively dominates the show, the spirits sector is and has been since ProWein’s inception a special area. The delight of experimentation and innovation in the “high percent alcohol” area is certainly equal to that same phenomena in the wine sector.

Within the large confines of the Spirit & Cocktail Lounge sponsored by the Gastronomy Trade publication FIZZ, published by the Meiniger Verlag, an ongoing series of demonstration will show how liquid spirits can be incorporated in and gels, foams, gelées or small orbs and transformed into extravagant drinks.

Especially creative coffee-based drinks made with spirits such as rum and Kirschwasser or highly unusual distillates will also be offered attendees in the Lounge. More than 200 distillers will be showing their wares. This is also a rare opportunity for visitor to meet very small producers and sample their one-of-a-kind creations.

For marketing people this is a chance to expand product range and enhance profitability adding high procent alcohol is to their product palette, just as delicatessen items are likewise an ideal means for diversifying product lines and improving competitive stance.

Michael Degan feels that the chance to offer molecular drinks to the public in Germany at ProWein 2007 is yet another reason why this year’s show will be remarkable. “another premiere at ProWein, so much the better!” he exclaimed at the Pre-ProWein press conference.

ProWein 2007 offerings will include 200 seminars. There is not one relevant theme or topic that will not be discussed. Even such items at “Emerging Markets : Russia, China and India in the Spotlight” or “Popes, Points & Practices – Wine Critics under Fire.”

Given all of these events, activities, involvements and new trends becoming apparent at ProWein, it’s easy to see why Duesseldorf is the World’s Wine and Spirit Capital during ProWein every year since 1994.