ProWein was founded in Düsseldorf in 1994. Since then, viticulture has changed around the world, the international wine market is no longer the same, and entirely new generations of consumers with new values are redefining the role of wine in our societies.
“In a disruptive environment, a wine trade fair must carefully consider and define its function and significance,” explains Frank Schindler, who took over as Director of ProWein Düsseldorf in the autumn of last year.
Schindler has taken the question of ProWein’s raison d’être very seriously. His answer is presented under the motto: “Focus. Proximity. Industry.” ProWein 2027 will take place in Düsseldorf from March 7–9, 2027.
Focus on Orders & Revenue
“Wine trade fairs have always been major industry gatherings - a moment for exchange and a sense of community. In disruptive times, however, a trade fair must offer more than meetings with existing customers and good friends. It must specifically lead to new orders and new revenue streams,” says Frank Schindler, whose goal is to create ideal business opportunities for ProWein exhibitors.
As more and more international trade fairs position themselves in the spring and compete for exhibitors globally, ProWein is taking a smart, forward-looking approach by focusing on the visitor side. Through its Hosted Buyer Programme, buyers from the DACH region, Benelux, Eastern Europe, Scandinavia, and the UK, as well as top buyers from Asia, Africa, and the Americas, will be specifically invited to Düsseldorf. The aim is to provide exhibitors with a highly targeted and revenue-generating proposition.
“With the new positioning as Europe’s leading trade fair backed by international purchasing power, the location once again becomes an advantage,” says Schindler.
Germany is the world’s largest wine import market, and Düsseldorf is located in North Rhine-Westphalia, the German state with the highest concentration of wine merchants and wine importers. “The trade fair is located right next to Europe’s most important purchasing centres.” With 83 million inhabitants, high per-capita consumption and a deep-rooted wine culture, the German wine market is also one of the most competitive in the world.
For buyers traveling to Düsseldorf from Germany and around the globe, the trade fair sees itself as a trend scout and a tool for the future. One example of this is the new Discovery Zone, an affordable, community-oriented exhibition format where young, small, and innovative businesses can present themselves for the first time. This curated shared exhibition space will encourage personal interaction and networking. Trade visitors will be able to immerse themselves in future-oriented topics and make new discoveries.
Proximity
Under the heading “Proximity”, ProWein is not only bringing together all initiatives related to creating a positive visitor experience. It also reflects a stronger sense of unity within the industry and a commitment to addressing the needs and expectations of participants.
To improve orientation, the new hall concept introduced this year (2026) will be retained. With shorter walking distances, it simplifies the trade fair experience for visitors and helps return ProWein to the efficient and focused format for which it was originally established in 1994.
“It was particularly important to me to ensure long-term stability for our visitors and exhibitors,” explains Director Frank Schindler. Therefore, a cap on exhibitor numbers has been introduced. Not only for 2027 but in subsequent years, ProWein will remain limited to approximately 4,000 exhibitors in order to avoid overloading infrastructure and to guarantee a positive overall experience for both exhibitors and visitors.
To continue offering an attractive proposition, particularly for young, small, and medium-sized businesses, ProWein has decided not to apply an inflation-related price increase for the upcoming edition. As a result, the price per square metre will remain unchanged.
Industry
“The industry needs inspiration and vision,” says Frank Schindler.
In light of current challenges, ProWein sees itself not merely as an organiser providing exhibition space, but as a platform for knowledge, exchange, and first-hand industry information – not only during the three days of the trade fair, but throughout the entire year. This is reflected in various initiatives brought together under the ProWein Academy umbrella.
One part of this is the successful Agora format, which will continue next year. In a focused three-day programme, international wine industry representatives will meet with experts from other fields to discuss trends, market analyses, and economic insights, while exchanging strategic perspectives. Once again, these sessions will be recorded and made available free of charge to all participants afterward. The Visionary Talks series will also continue as part of the ProWein Academy and remain accessible year-round.
The established Masterclass Forum, a professional training programme featuring guided tastings, will also continue.
Following the successful launch of the pilot project this year, the networking event ‘The Blend’ will be significantly expanded in 2027. In addition to exhibitors, their partners and friends, Hosted Buyers, and members of the press will be invited.
In cooperation with Visit Düsseldorf/Düsseldorf Tourismus GmbH, ProWein is able to offer a contingent of 400 hotel rooms at €120 per night, ensuring that participation in ProWein remains both predictable and affordable.
Another advantage is the new U81 metro line, which from September 2026 will connect Düsseldorf Airport directly to the North Entrance of the exhibition grounds.
“We have listened very carefully to the industry over the past few months and understand what businesses currently need most. These are challenging times for the wine industry, but I am confident that ProWein is a strong long-term partner for all participants - and not just during the trade fair itself, but throughout the year,” concludes Frank Schindler, who has held his role since October 2025.
About ProWein
ProWein is a trade-only exhibition for wines and spirits, held annually in March at Messe Düsseldorf. It began in 1994 primarily as a showcase for German wines and quickly grew into an international platform for wines, spirits, sparkling wines, and more recently also alcohol-free wines and proxy beverages. With the 2027 edition, ProWein continues to sharpen its profile and reposition itself as Europe’s leading trade fair for wines and spirits in the continent’s largest wine import market.
