Lorenzo Biscontin
There is just over a week to go until the opening of ProWein 2025.
We asked Director Peter Schmitz what to expect from this edition in a market scenario that is profoundly changing, including in the context of international wine fairs with the growth of Wine Paris.
Here is what he answered us.
ProWein 2025 will open in little more than one week: what’s new and what’s confirmed compared with ProWein 2024?
ProWein 2025 will introduce several exciting innovations that align with current trends in the wine and spirits industry while meeting the needs of our visitors. One completely new format is our Business Forum.
For the first time, ProWein will feature two major forums. The Masterclass Forum in Hall 12 is dedicated exclusively to tastings, including our TrendHour Tasting, masterclasses on specific varieties such as Sake, Tokaji, or Vranec, as well as country spotlights featuring regions like Armenia and Brazil.
The Business Forum in Hall 16 will offer a compact conference program focused on the future of the wine market. This forum will provide exhibitors and visitors with the opportunity to participate in high-level discussions, lectures, and panels addressing key industry topics and challenges—from sustainability to new marketing strategies. We have secured renowned speakers who will share insights on sustainability, health, social media, and the latest developments in the spirits sector. Our goal is to foster exchange and networking among international wine and spirits producers as well as industry professionals from all sectors. The Business Forum will serve as an interactive and innovative platform for sharing knowledge, exploring new business opportunities, and establishing new partnerships. We recognize the increasing demand for information, dialogue, and collaboration, and we want to seize this opportunity to drive the industry forward.
In addition, we are intensifying our focus on various topics, such as wine & food pairing. This year, we will have a selection of Michelin-starred chefs on-site to create the perfect match between wines and spirits. This area is not only designed for restaurateurs but also for wine merchants, sommeliers, and anyone looking to gain a deeper understanding of the complex interplay between wine and gastronomy.
ProWein was the first wine fair to dedicate a specific space to low and no alcohol wines: how do you see the development of this market segment?
Overall, we see this segment not just as a niche but as an integral part of the wine market of the future. The market is expected to continue growing, driven by increasing demand and innovation in this area. It is one of the few sectors currently experiencing positive development and still holds significant potential. This is also reflected in the high demand for our special showcase, ProWein Zero, which we are now offering for the third year in a row. For ProWein 2025, we have been able to significantly expand this area and introduce a dedicated tasting zone. Additionally, we are placing a new focus on proxy drinks—innovative alcohol-free alternatives that still deliver a comparable taste experience.
This concept is not only aimed at the “sober-curious” generation but also at consumers looking for new, creative, and health-conscious alternatives to traditional alcoholic beverages. This segment highlights the growing interest in alcohol-free drinks that still offer sophisticated and innovative flavor experiences.
In their press release Wine Paris claimed to have become the leading world wine fair, with higher numbers of exhibitors and visitors vs. ProWein 2024: how do you see the wine fair scenario? Do you consider yourself competing with Wine Paris? If yes, how are you changing your offer?
Of course, we closely monitor the trade fair market and keep an eye on France—just as we do on Italy or Spain. However, our primary focus is on ourselves and on providing our exhibitors and visitors with a successful platform—because, in the end, that’s what truly matters.
The challenges are significant, and especially in times like these, the industry needs a reliable partner who can help navigate the crisis and facilitate successful business deals. That’s why our focus is not on quantity, but on the quality of our platform. Which export markets are most relevant? Which buyers do our exhibitors need to succeed? What industry topics truly matter? These have been our guiding questions for over 30 years. We continue to see ourselves as the leading trade fair, offering an unmatched concentration of market leaders and established players from the international wine industry. However, the market has become significantly smaller for all participants. In these times, it is more important than ever to choose the right platform—one that fits specific business needs and leads to real success.
This is where we remain in a leading position. Of course, we must do everything in our power to ensure it stays that way and that we continue to deliver on our promise for the future: Discover the Taste of Tomorrow!
