Sets Bold New Standards for the Global Wine and Spirits Industry

ProWein, the world’s leading trade fair for wines and spirits, is entering a new era. Rebranded as ProWein Düsseldorf, the 2026 edition will debut with a refreshed visual identity, a reimagined hall concept, and a range of innovative features designed to meet the challenges of today’s market. Under the inspiring new motto “Shape, Create, Elevate”, the event is positioning itself as a driver of transformation for the global wine and spirits industry.

“Staying innovative and agile is essential, especially in a challenging market situation such as the one we are currently experiencing,” said Marius Berlemann, Chief Operating Officer of Messe Düsseldorf. “We are energising ProWein Düsseldorf with fresh, innovative ideas so it continues to be the leading trade fair worldwide.”

A New Approach for Buyers

At the heart of the transformation is the creation of the Buyers Concierge Team, dedicated to tailoring solutions for international top buyers. In its first phase, the team will focus on markets in the USA, Canada, Eastern Europe, and Scandinavia. This initiative represents the largest share of investment in the new ProWein Düsseldorf concept.

To make access even easier, the ProWein Düsseldorf Express Service will provide free, centrally coordinated bus transfers for buyers within a 350-kilometer radius, connecting key hubs in Germany, Belgium, and the Netherlands to the fairgrounds.

Smarter Matchmaking and New Frameworks

Following the successful introduction of its matchmaking tool Fair Match in 2025, ProWein Düsseldorf 2026 will go further with the launch of a Live Fair Match Arena, offering more direct networking opportunities.

Additionally, the fair will unveil the Insight-to-Action Framework (I2A), a pioneering concept based on industry-wide survey results. I2A is designed to improve relevance and efficiency by facilitating better matches between exhibitors and visitors.

Immersive Experiences and Comfort-Driven Design

Visitors will also encounter a more engaging, festival-like atmosphere. Highlights include:

• ProWein Agora Stage: Hosting over 12 hours of talks, panels, and keynotes on future-facing topics, with international speakers driving dialogue beyond wine and spirits.

• ProWein Zero (Hall 5): Completely redesigned to showcase low- and no-alcohol products, now expanded to include spirits and interactive tastings.

• ProWein Sparkling (Hall 4): Dedicated to sparkling wines, complete with a lively bar offering speed tastings and sessions.

Reimagined Halls and Growing Spirits Sector

The new layout of Halls 1 to 7 will host approximately 4,000 exhibitors, providing clearer structures, shorter walking distances, and enhanced visibility. Reflecting market growth, the ProSpirits area will expand to occupy two full halls, presenting a diverse range of spirits from more than 50 countries.

Looking Ahead to 2026

The first edition of the rebranded ProWein Düsseldorf will take place from 15 to 17 March 2026, bringing together around 4,000 exhibitors from over 60 nations. Among them, some 500 exhibitors will showcase at ProSpirits, underlining the event’s commitment to capturing the full breadth of the global wine and spirits landscape.

With its bold new direction, ProWein Düsseldorf 2026 is set to reinforce its reputation as the premier international platform for shaping the future of the industry.