What is particularly worth covering this year? Which trends, newcomers and unexpected concepts offer strong story angles?
This compact overview provides journalists with clear orientation and fresh inspiration for their coverage of ProWein 2026.
Press Events
+++ Official ProWein Press Tour (German)
Monday, 16 March 2026, 9:30 am – approx. 11:00 am
Meeting point: ProWein Press Centre (International Lounge), Messe Düsseldorf
Which segments are driving momentum? What new launches are shaping the market? How are key markets evolving?
These questions will be addressed during the official ProWein press and photo tour. The guided tour brings together selected, editorially relevant stops across the fair, with a particular focus on developments in the sparkling wine sector and new concepts within spirits.
A central programme highlight is the presentation of the latest market data by the German Wine Institute (DWI). New figures on the development of the German wine market – both domestic and export – will be unveiled, including sales performance, foreign trade and structural market trends. The DWI will also provide insights into new communication strategies and collaboration with the retail sector.
The tour offers concise background information, quotable statements, as well as photo and interview opportunities. Afterwards, journalists are free to explore individual topics in greater depth.
+++ Press Talk: Wine in Moderation
Monday, 16 March 2026 – 11:30 am, ProWein Press Centre
Wine in Moderation presents its newly launched online training programme “Responsible Service” – a digital learning platform designed to support wine and hospitality professionals in presenting, serving and selling wine responsibly.
The programme is practical and easily accessible, providing clear guidance, realistic case scenarios and actionable recommendations aimed at strengthening a culture of moderation and responsibility throughout the sector.
+++ ProSpirits Trend Tours for Journalists
15 and 16 March, daily at 4:00 pm (2 hours), Hall 5 A54 – in English
Join ProSpirits 2026 “Trend Scout Spirits” and industry expert Jürgen Deibel for a focused press tour highlighting the defining spirits trends of 2026. This year’s key themes include sustainability, transparency, and both emerging and established production regions within agave spirits, rum, whisky and aperitifs. The tour includes visits to selected exhibitors with guided tastings and commentary.
Registration: Lisa Gerhards – GerhardsL@messe-duesseldorf.de
+++ Top Sommeliers Have Chosen: KALK&KEGEL List Germany 2026
Sunday, 15 March 2026, 11:00 – 11:30 am, Buyers Lounge Hall 6
The magazine KALK&KEGEL surveyed more than 50 leading sommeliers to identify which German wineries are setting the benchmark for the future – in terms of sustainability, soil stewardship and distinctive winemaking identity. The result is a list of nearly 100 recommended estates, ranging from established names to lesser-known insider tips. The KALK&KEGEL List Germany 2026 will be unveiled for the first time at ProWein, alongside exclusive insights into how the list was compiled. Presented by Michael Pöcheim-Pech (Publisher, KALK&KEGEL) and Sebastian Höpfner (Head Sommelier, Restaurant Rutz, Berlin, three MICHELIN stars).
+++ BLACK BOX by the Sommelier-Union – The Ultimate Blind Tasting in the Dark
Monday, 16 March, 4:30 pm | Hall 6 – Stand K35
A tasting experience unlike any other: the Sommelier-Union Germany invites visitors to taste wines in complete darkness. In a visually driven world, colours, labels and even the reactions of fellow tasters can influence perception. Inside the BLACK BOX, these distractions disappear. The senses are sharpened and focus shifts entirely to aroma, texture and flavour. The experience demonstrates how sensory perception changes without visual cues – challenging preconceptions and creating a new level of objectivity. Last year’s places were fully booked before the fair opened. In 2026, eight places are reserved exclusively for media representatives (first come, first served).
+++ UENO GOURMET: “Sake – Japan’s Liquid World Heritage”
Monday, 16 March, 2:30 pm | Hall 6 – M43
Sake is considered Japan’s national drink – the product of centuries-old craftsmanship and a deeply rooted cultural tradition. With UNESCO’s recognition of traditional sake brewing as Intangible Cultural Heritage of Humanity, this unique beverage has gained global acknowledgement. Yet for many Western consumers, sake remains largely undiscovered. Its stylistic range – from floral and fruity to creamy textures and pronounced umami – rivals that of fine wine. Yoshiko Ueno-Müller, founder of UENO GOURMET, Sake Samurai and one of Europe’s leading ambassadors of Japanese culinary culture, will introduce attendees to the world of premium sake. She will also be available to sign copies of her award-winning reference book Sake.
+++ US Actor Ian Somerhalder Presents Brother’s Bond Whiskey
16 March, 4:30 – 5:30 pm | The Spirits Business Hub (Hall 7, Level 0 / C05)
American actor, producer and environmental activist Ian Somerhalder – best known for his role in The Vampire Diaries – presents his premium whiskey brand Brother’s Bond. Co-founded with fellow actor Paul Wesley, the brand stands for craftsmanship, authenticity and sustainability. Environmental responsibility plays a key role in its production philosophy.
+++ Guest Chefs at the Urban Gastronomy Lounge by #asktoni
Sunday – Tuesday at 4:00 pm | Hall 3 – L70
For the fifth time, ProWein places gastronomy centre stage with the Urban Gastronomy Lounge. The focus lies on current food trends, practical workshops and, above all, food and wine pairing. Daily live workshops at 4:00 pm feature freshly prepared dishes paired with selected wines. Participating chefs include Clara Hunger (Hamburg), Mike Braunmüller (Düsseldorf) and Jaspar Wcislo (Sous Chef at Michelin-starred restaurant Agata’s, Düsseldorf; Chef of the Year 2024).
+++ German Sparkling Wine Award 2026
17 March, 11:00 am – 12:00 pm (Award Ceremony)
12:00 pm – 1:30 pm (Winners’ Tasting) | Hall 4 A39 – Sparkling Bar
The VINUM Sparkling Wine Award is being held for the ninth time, under the patronage of the Association of Traditional Sparkling Wine Producers. With around 515 entries, this year marks a record participation. Eligible were all German sparkling wines produced using the traditional bottle fermentation method, evaluated in ten categories ranging from Burgundy styles with extended lees ageing to Riesling, Rosé, Low Alcohol and Méthode Rurale.
+++ China in Focus: Market Development and Internationalisation
Tiansai Vineyards | Hall 6 – L13
Lizhong Chen (Tiansai Vineyards; Chairwoman of the Yanqi Basin Wine Industry Association) and Professor Demei Li (Beijing University of Agriculture) represent two prominent voices of China’s wine industry at ProWein. They are available for interviews on developments within the Chinese wine market, structural changes, consumer trends – particularly among younger audiences – and the internationalisation strategies of Chinese wineries.
Interview coordination:
Christiane Schorn
schornc@messe-duesseldorf.de
Further Topics and Innovations
+++ ProWein Agora: Strategic Impulses for the Industry
With the ProWein Agora, ProWein 2026 provides a curated platform dedicated to forward-looking topics across retail, hospitality and production. In concise 20-minute sessions, industry experts deliver sharp analysis, clear theses and practical guidance on markets, consumers, technology and innovation — with a deliberate focus on sustainable growth rather than short-term hype.
Selected programme highlights:
- #NewMarkets: Spiros Malandrakis (Euromonitor International) examines which categories — including RTDs and No/Low alcohol wines — continue to grow despite challenging market conditions.
- #NewTechnology: Morten Heuing (Vivino) explores how AI-driven recommendation systems are reshaping visibility, sales and consumer decision-making.
- #WineVisions (Evening Format): André Hueston Mack discusses how the industry can engage younger audiences through more distinctive and confident communication — “Marketing with Attitude”.
The full programme is available at:
www.prowein.de/programm
+++ Sparkling Visions: Sparkling Wines in Focus – From Established Classics to Emerging Origins
Sparkling wine has long been a global category — spanning traditional bottle fermentation and the Charmat method, cool-climate vineyards and warm overseas regions alike. With the new “ProWein Sparkling Visions” area, the 2026 edition places particular emphasis on this dynamic segment. Alongside established benchmarks, lesser-known producing countries move into the spotlight.
Among the featured producers:
- Dyrehøj Vingaard (Denmark) – 2023 Souvignier Gris Brut, 24 months on the lees, produced using the traditional method (Stand 1 G29).
- Nyetimber (United Kingdom) – Classic Cuvée Multi-Vintage, representing premium English sparkling wine with classic grape varieties and 36 months’ lees ageing (Stand 4 D40).
- Thaya (Czech Republic) – 2023 Blanc de Blancs Extra Brut, single-varietal Chardonnay aged 18 months sur lie (Stand 3 C01).
- Törley (Hungary) – Hungaria Grand Cuvée Brut, produced using the transvasage method from international and regional grape varieties (Stand 3 C41).
- Puklavec (Slovenia) – Seven Numbers, an elegant cuvée aged 48 months on the lees (Stand 3 C34).
- Miolo (Brazil) – Cuvée Nº 7 Blanc de Blancs Brut, 100% Chenin Blanc made using the Charmat method, showcasing the stylistic diversity of global sparkling wine (Stand 6 H87).
+++ Professionally Developed Recipes with Wine Pairings
Weingut Schales | Hall 1 – D80
Weingut Schales combines wine and gastronomy through professionally developed and tested monthly recipes, each accompanied by a recommended wine pairing. Examples include raspberry tart with coconut ice cream, aromatic olive and feta bites, or refined orange parfait — all carefully matched to selected wines and accessible via QR code. Concept development, cooking and food photography are produced in-house, supported by young chef Leonie Hofner, whose vegan expertise brings contemporary inspiration and creative pairings to the project.
+++ Goalong: Chinese Whisky on the Rise
BBC Spirits | Hall 5 – H09
Goalong is among the most exciting emerging players in the international whisky landscape and exemplifies the rapid development of Chinese whisky. Still relatively unknown in Europe, the category finds an important platform at ProWein — offering an opportunity to introduce its growing potential and open dialogue with trade and media.
+++ Tasting Opportunities at ProWein – An Overview of All Tasting Areas
ProWein’s specialised tasting zones provide trade visitors with structured opportunities to explore diverse wine styles, trend segments and international specialities directly on site. They not only make the fair’s extensive range tangible, but also create orientation and comparability within a complex global market.
I2A Tasting Area powered by Mundus Vini
This tasting zone brings the “Insights to Action” framework to life. Rather than offering random sampling, it provides structured orientation and clear business relevance. Wines are organised by price point, enabling realistic market positioning within specific distribution contexts. Visitors can taste within relevant segments, compare positioning and make informed, efficient decisions. Curated by Meininger Verlag, the selection reflects independent expertise, market awareness and consistent quality standards.
International Tasting Areas (Country Tastings)
Joint national stands showcase distinctive wine styles and regional specialities from wine-growing regions around the world, highlighting typicity and origin.
Themed Tasting and Experience Areas (“ProWein Hubs”)
In addition to classic tasting areas, ProWein offers curated zones focusing on specific industry themes:
- ProWein Zero Tasting Bar – alcohol-free wines, sparkling wines and spirits
- Sparkling Bar (Sparkling Visions) – international sparkling wine tastings
- Champagne Lounge – Champagne tastings and trend insights
- Organic Visions – organic and biodynamic wines
- Urban Gastronomy by #asktoni – contemporary food and wine pairings
- Masterclass Forum & Guided Tastings – in-depth professional tastings and moderated sessions
+++ Charity Wine for the GÖTZ GEORGE FOUNDATION
Moselwein Joint Stand – Hall 1, Stand D140
Following two successful years, the initiators — SchoppenQueen Christa Roewer, the winemaker and the charity partner — continue their commitment. At ProWein 2026, the 2025 vintage of the Chardonnay “Bühnenzauber” will be presented for the first time at the stand of winemaker Stefan Fritzen (Rosenhof), available for tasting and ordering. Ten per cent of the proceeds from each bottle sold will be donated to the GÖTZ GEORGE FOUNDATION. German Actor Dietmar Bär serves as ambassador for the initiative and has been honoured by VINUM magazine as “Wine Personality of the Year 2026” in recognition of his commitment.
