The launch of the Discovery Zone at ProWein 2027 will see the trade fair extend its line-up of exhibitors with a special format for vineyards and producers seeking to bring fresh perspectives to the international world of wine. Applications are now open to winemakers who have never exhibited at ProWein and wish to win over the international wine trade with distinctive wines, innovative concepts and a unique style.
The Discovery Zone will be the meeting point for international buyers, sommeliers, specialist retailers, importers and the media to selectively scout new producers, styles and developments. Whether this is Orange Wine, for example, regenerative viticulture, winemakers from other industry backgrounds or PiWi grape varieties – the Discovery Zone will provide exposure to the topics that move the industry today and will shape the world of wines tomorrow.
The exhibition concept will also reflect this idea. The Discovery Zone deliberately foregoes classic individual stands and will bank on an open-plan tasting and networking area instead. Personal exchange is centrestage: producers will present a carefully curated collection of up to four wines striking up a conversation with the international trade audience right away.
Applications for the Discovery Zone now open
The number of participants is limited. Once the application period closes, ProWein jointly with industry partners and experts will select participants based on defined criteria. The key factors here are not wine estates’ size or recognition levels but whether they are aligned with the Discovery Zone concept and have the potential to inject fresh perspectives into the international world of wine.
Participation is subject to the estate participating in ProWein for the first time, personal attendance of the vintner during the whole course of the trade fair as well as the presentation of a maximum of four wines. The participation fee amounts to EUR 2,000 and covers a complete package for professional trade fair participation – including exhibition area with individual brand labelling, complete furnishing, extensive services, organisational support as well as a basic entry in the exhibitor and product database complete with flat-rate media contribution.
Applications are now open. Interested parties can find all details on conditions for participation as well as the application form on the ProWein website at
https://www.prowein.com/discover_en
