ProWein 2025: Discover the Future of Wine and Spirits in Düsseldorf.

ProWein, the world’s largest wine and spirits trade show, returns to Düsseldorf from March 16–18, 2025, with a renewed focus on innovation, sustainability, and industry-wide collaboration. As the leading platform for wine professionals, this event remains essential for navigating the evolving challenges of the global wine and spirits market. With over 5,000 exhibitors from 60 countries, ProWein 2025 promises an unparalleled showcase of the latest trends, insights, and opportunities in the industry.  

Dutch Wine Apprentice recently attended a press lunch to discuss the upcoming edition of ProWein, with ProWein Director Peter Schmitz, and the state of German Wines and their position in the Dutch market, with Alain Jacobs, representing Wines of Germany in the Netherlands. Here is what we found out.

German Wine in the Netherlands: A Growing Presence

German wines have experienced a remarkable transformation in the Dutch market over the past two decades. Once seen as inexpensive and uninspired, they now hold a prominent place in both supermarkets and high-end restaurants across the Netherlands. According to Alain Jacobs, representative of the German Wines Association in the Netherlands, much of this shift began in 2006, when the FIFA World Cup in Germany offered Dutch visitors a new perspective on their neighboring country.

“The World Cup showcased Germany as more than just a travel destination—it highlighted the country’s gastronomy, wine culture, and people. It was a turning point,” said Jacobs.

This period marked the rise of the “Riesling generation,” a group of young German winemakers who broke away from mass production and embraced a more refined, dry style of winemaking. These winemakers, inspired by global trends and culinary pairing needs, modernized Germany’s wine industry, earning a reputation for quality.

Today, German wines like Riesling, Pinot Noir (Spätburgunder), and emerging climate-resistant varieties are staples in Dutch restaurants and retail. Supermarkets like Albert Heijn and Jumbo now carry premium German wines priced at €15 or more, a stark contrast to their former low-cost image.

However, the 2024 vintage has brought challenges. Frost in April and heavy rain throughout summer significantly reduced yields, particularly for organic winemakers. Despite these hurdles, the innovative spirit of German winemakers continues to drive the region forward, with new trends like Pinot Noir and climate-adaptive grape varieties gaining traction.

With this backdrop, ProWein 2025 offers a platform to explore these shifts and more, showcasing the resilience and creativity of the German wine industry.

What’s New at ProWein 2025?

Now let’s move on to ProWein, and next year’s edition. 

The upcoming edition will build on its legacy of excellence while introducing several key innovations aimed at enhancing the visitor experience and addressing the pressing challenges faced by the industry. Here’s what to look forward to:  

1. Compact and Optimized Layout

To make the trade show more efficient and accessible, ProWein 2025 will feature a more compact hall layout, reducing the total number of halls from 13 to 11. This redesign not only improves navigation but also creates wider aisles and shorter walking distances, making it easier for attendees to explore the vast array of exhibitors.  

Exhibitor highlights by hall:  

• Hall 1 and 4: Germany, showcasing both traditional and innovative producers.  
• Hall 9: Portugal and other European countries.  
• Hall 10: France, with a dedicated focus on key regions. 
• Hall 12: The New World, including the USA, Canada, Argentina, and South Africa.  
• Hall 17: Greece, paired with Austria in a newly expanded section.  

2. Business Forum (Hall 16): Navigating the Future

This year marks the debut of the ‘Business Forum’, an interactive space offering expert-led presentations on critical topics for industry professionals. Each day will feature a different focus, including: 

• Tomorrow’s Wine Consumers: Exploring new demographics and marketing strategies, including social media platforms like TikTok.  
• Sustainability in Wine and Spirits: Examining eco-friendly practices, alternative packaging solutions, and the growing trend of organic and biodynamic winemaking.  
• Digitalization: Insights into leveraging AI and digital tools to streamline operations and enhance customer engagement.  

3. Masterclass Forum: A World of Tastings

Wine lovers and professionals alike will appreciate the expanded ‘Masterclass Forum’, located in Hall 12. This dedicated tasting area will host sessions featuring top wines from around the world, offering a chance to experience rare vintages, innovative blends, and emerging trends.  

4. ProWein Zero: No- and Low-Alcohol Innovations

Reflecting the growing demand for no- and low-alcohol products, ‘ProWein Zero’ will spotlight this burgeoning category with tastings and presentations. This section highlights the potential of these beverages to attract new consumer groups and diversify portfolios.  

5. Pro Spirits: The Future of Distilled Beverages

Hall 5 will once again host ‘Pro Spirits’, featuring over 400 exhibitors from 40 countries. From whisky and rum to fruit brandies and low-alcohol spirits, this section underscores the dynamic growth of the spirits market. Guided tours and trend presentations led by experts like Jürgen Deibel will provide insights into the latest innovations.  

6. Champagne Lounge and Organic World

The ‘Champagne Lounge’ returns with over 50 prestigious houses and producers, while the ‘Organic World’ section showcases associations and producers dedicated to sustainable and organic practices.

  

7. Global Reach and New Markets

ProWein’s influence extends beyond Düsseldorf, with satellite trade fairs in Shanghai, Mumbai, São Paulo, and Tokyo. These events highlight the trade show’s commitment to supporting international markets and fostering global connections.  

ProWein’s Role in the Wine Industry

ProWein 2025 comes at a critical time for the wine and spirits sector, as the industry grapples with challenges such as climate change, declining global wine consumption, and rising production costs. Peter Schmitz, Director of ProWein, emphasized the trade show’s role as a catalyst for innovation and collaboration:  

“We see ourselves as the key to success, providing orientation and opportunities to network, learn, and grow. With new formats like the Business Forum and expanded focus areas, we aim to inspire confidence and help the industry thrive in these challenging times.”  

Practical Information for Attendees

• Dates: March 16–18, 2025  
• Location: Düsseldorf, Germany  
• Tickets and Hotel Booking: A new hotel booking platform offers competitive rates (starting at €90 per night) near the fairgrounds. Visit ProWein’s official website for details.  

With its fresh focus on innovation, sustainability, and global collaboration, ProWein 2025 promises to be an unmissable event for wine and spirits professionals. Mark your calendars and prepare to “Discover the Taste of Tomorrow.”  

We thank ProWein (Peter Schmitz and Christiane Schorn), Wines of Germany (Alain Jacobs) and Fairwise (Sophia Kartomo) for inviting us and sharing their insights.