23/03/2010

ProWein 2010 breaks all records

On 23 March ProWein 2010 ended with record visitor and exhibitor figures. Over 3,300 exhibitors and 36,000 trade visitors from throughout the world took part in this leading business platform for the international wine and spirit sector. Main topics included Fairtrade wines, successful young wine growers and cocktails mixed with spirits from the traditional soccer nations.

Another positive result was the further increase in international trade visitors registered: one in three visitors travelled to Düsseldorf from abroad. More visitors were registered this year from Eastern Europe as well as from Asia, e.g. from China and Japan. Trade visitor quality was just as high with two thirds holding executive titles. “No other trade fair offers the wine and spirit sectors such an international and professional environment. The good results this year have shown that it is as important as ever to actively make contacts and keep fully abreast of developments on the existing global market especially in tough times for retail and catering. ProWein offers the best prerequisites for this”, stated Wilhelm Niedergöker, Managing Director of Messe Düsseldorf GmbH. Trade visitors agreed with 97% of them rating ProWein 2010 as very positive.

The start of the new season could not have been better for the more than 3,300 exhibitors. Jean-Charles Boisset of Boisset Family Estates, remarked: “ProWein is among the most important trade fairs anywhere and it has high strategic importance for us. This year we forged many leads especially from experts in Scandinavia and East Europe and have fully met our goal.” The German Wine Institute (DWI) was also extremely satisfied with the results of this year’s ProWein: “From the German exhibitors’ perspective this year’s ProWein was very successful. As a leading international trade fair for the wine business ProWein also serves as a business climate barometer every year. The high turn-out makes us optimistic that 2010 will be a good year for producers from German growing regions. Experts were enthusiastic about the current 2009 vintage, which was in the focus of the presentations. It has produced wines of extraordinarily high value in all quality grades at reasonable rates and entirely lives up to its reputation as a top vintage – as was frequently remarked in the halls,” said Monika Reule, CEO of DWI.

ProWein: Journey of discovery

ProWein 2010 owes its success not only to the extensive ranges displayed by exhibitors. The versatile programme of ancillary events was just as compelling: The central Tasting Zone provided all trade visitors with an initial overview of the extensive ranges. Instead of a theme, which is primarily focused on individual vintages or varieties, red and white wines were presented by distribution channels for the first time. This allowed trade visitors from specialist retail, food retail and catering to find international wine ranges precisely geared to their needs. Overall, 80% used this unique opportunity.

Organic Wines continue to be in demand

Organic wines have become a fixture in both retail and food service. Accordingly versatile was the segment at the year’s ProWein featured almost 150 wine-growing estates from 15 nations. Furthermore, leading organic wine associations such as Ecovin and Demeter used ProWein to raise their recognition levels on the international market. The trade magazine “Weinwirtschaft” published by Meininger Verlag complemented the ranges in the central Tasting Zone with top wines from their current organic wine tasting. 86% of the trade visitors rated the organic wine range at ProWein as positive.

High-proof specialities

There were numerous highlights in the spirits segment: 300 exhibitors presented finest schnapps, cognac, single malts, grappa or exotic cachaça. Newcomers this year included Finland with liqueurs and Mauritius with rum. The FIZZZ Lounge of the Meininger publishing house was entirely devoted to the upcoming World Cup. With the motto “Cocktails for Champions” event drinks were mixed using spirits from the traditional soccer nations.

Delicatessen to match the wine

The Special Show “Wine’s Best Friends” included almost 30 companies presenting a wide variety of delicacies to complement wines and spirits. Especially specialist retailers, found valuable inspirations. The choice of delicacies ranged from chocolate and pralinés to exquisite olive oils, spices and cheeses and jellies. And even quite extraordinary delicacies such as Christmas mustard, tomato jam and lobster oil were showcased at this special show.

First-rate tastings and seminars

The ProWein ancillary programme included over 250 seminars, hosted tastings and lectures – more than ever in ProWein’s history. Famous sommeliers, international trade journalists as well as leading industry experts shared their knowledge with a keen trade audience.

Cuisine & Culture at ProWein goes City!

Even after hours, ProWein provided important momentum: numerous restaurants, wineries and hip bars in and around Düsseldorf offered original events related to wine and spirits under the heading “ProWein goes City”, thereby attracting wine lovers as well as trade visitors and exhibitors into the city. For the first time, “ProWein goes City” included cultural events associated with wine, e.g. a play and a movie.

See you in 2011
The next ProWein will be held in Düsseldorf from 27 to 29 March 2011.