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For ProWein, it’s not the size of the exhibition that counts but the way it’s used

For many years, ProWein was the leading wine trade show. It now clearly ranks behind Wine Paris in terms of scope. That doesn’t stop the Dusseldorf-based exhibition from remaining focused on its aim to provide a key marketplace in an era when the international marketing crisis is causing an industry reshuffle from both a production and sales perspective. Its director Peter Schmitz shares his thoughts with us.
By Vitisphere March 17, 2025
For ProWein, it’s not the size of the exhibition that counts but the way it’s used
“I don’t think there are too many B2B events. At the supermarket, we think it’s great to have a choice of 20 different yoghurts. The art is in knowing which one you need”, claims Peter Schmitz - crédit photo : Messe Düsseldorf
W
ine Paris now claims to be the largest B2B wine exhibition in the world with 52,000 visitors and 5,300 exhibitors in 2025, compared with ProWein which has lost ground this year (4,200 exhibitors) compared with the 2024 event (5,280 stands). What does it mean for ProWein to go from leader to challenger?

Peter Schmitz: If you just look at the raw data, that may be true. But can everything be measured by size alone? We continue to view ourselves as a flagship exhibition with an unrivalled concentration of market leaders and established players within the international wine industry. The slice of the cake has got considerably smaller for all market players in our sector. Now more than ever is the time to choose the right platform, one that is tailored to the needs of every customer and helps companies close good deals. In that respect, we consider ourselves to be at the forefront.

 

Visitors to Wine Paris say that hotel and restaurant prices in the French capital are lower than in Dusseldorf. How can the situation be improved?

We have had many discussions ahead of ProWein and have been able to introduce, for example, a new hotel booking platform. The response has been really good. There were rooms for under 150 euros a night. The advantage of Dusseldorf is that it is a city where distances are short. You can reach the exhibition centre from the airport in just 10 minutes. There are many floating hotels on the nearby Rhine from which ProWein can be reached on foot.

 

What are your ambitions for ProWein this year in terms of attendance? Do you consider the current wine industry crisis as a challenge or an opportunity for ProWein?

Through our strapline, ‘Discover the Taste of Tomorrow’, we have made a genuine promise. This is exactly the time when it’s important to showcase new prospects, and this is what we’re doing at ProWein. A case in point is the new Business Forum on the wine market of the future, along with special features that are already established like ProWein Zero or areas like Food & Wine Pairing. This year, for the first time, we have three Michelin-starred chefs in attendance who every day are cooking dishes that pair with wines.

 

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