ProWein

There are wine shows, and then there is ProWein. This year’s edition, recently finished, counted 6,870 exhibitors from 64 countries, and over 60,000 trade visitors from 133 countries. For three days every March, Düsseldorf, a small city on the Rhine, transforms into the global epicentre for wine. From glassware to recycling, transportation to accommodations, layout, seminars, shipping, sipping, and spitting, it’s an astounding lot of logistics. Thankfully the Germans are highly capable and efficient, and each year ProWein and its stealth global team pull off a near 100 point show.

Part of the draw of ProWein is its sheer size. ProWein is easily the world’s number one international trade fair for wines and spirits, filling nine giant exhibition halls at Messe Düsseldorf. Much more than an opportunity to taste, though you quite literally can taste from anywhere in the world, ProWein is the major meeting place for the global wine community, and where agents, importers, media – and noticeably NOT consumers (pros only) – meet to make deals and exchange cards.

Though VinItaly and VinExpo used to grab market show share, ProWein stands alone, cemented by global wine trade as the one must-do show each year. The fair, a quarter century strong, has ramped its steady and strong ascension over the past few years, propelled by the young, energetic and forward-thinking Marius Berlemann, Global Head of Wine & Spirits. Not content to rest on established successes, Berlemann has pushed the behemoth show to sharpen and specialize strategically, including global expansions (there are now ProWein fairs in Shanhai, and Singapre) and via partnerships with serious somm street cred, like TEXSOM. The 2017 partnership with TEXSOM was one way of establishing the very German show in the North American market. “TEXSOM is an ideal platform for us to directly reach the U.S. wine industry with all its top wine buyers and decision makers. North America is one of the most important international visitor markets for ProWein. Together with our partners we have developed suitable tools to access the U.S. key market since several years. One example is “Route USA” which specifically connects our exhibitors with U.S. importers and distribution partners.

ProWein has been hugely beneficial for Canada as well, with a strong coast-to-coast booth presence and joint partnership from Wines of British Columbia, Wine Country Ontario, Wines of Nova Scotia, Canadian Vintners, aided by the Trade Commission for Canadian Wine, Beer, Spirits and Tourism. The last few years, Team Canada, ‘Rooted in Cool’, has been selected to hold a masterclass in the coveted Seminar Series, and I’ve been fortunate enough to present there for Canada in two of the last three shows. This year John Szabo and I showcased sparking and white wines from BC across to Nova Scotia to an oversold crowd of professionals from around the world.

The show is certainly overwhelming for first time guests or those without a plan. Even though I’ve been going for years, there are STILL halls I haven’t set foot in (sorry Austria!). It’s not for lack of trying; I spend all day, every day tasting, talking, writing and repeating, walking thousands of steps and making notes on hundreds of wines. Endurance and espresso are essential, but naturally you have to be selective in your approach. This year I focused on South Africa, Portugal, and Australia, with a few other gems uncovered along the way.

Here is a short video series of the 2017 ProWein, shot with my UK colleague Dr. Jamie Goode. It gives a very good overview of what to expect:

http://www.wineanorak.com/wineblog/videos/video-day-1-of-prowein-2017
http://www.wineanorak.com/wineblog/videos/video-day-2-of-prowein-2017
http://www.wineanorak.com/wineblog/videos/video-day-3-of-prowein-2017

And here are pics of my top ProWein picks from 2018. Watch for notes / articles on these producers and many others to roll out until I'm back for the 25th edition, in March 2019.