The wine and spirits industry is witnessing a pivotal leadership change as Frank Schindler prepares to take the helm of ProWein Düsseldorf, the world's premier trade fair for wines and spirits. This strategic appointment signals a new era of innovation and global expansion for an event that has long been considered the heartbeat of the international beverage industry.
A Strategic Leadership Transition
Effective October 15, 2025, Frank Schindler will assume the role of Director of ProWein Düsseldorf, bringing with him decades of industry expertise and a proven track record in wine and spirits management. At 50 years old, Schindler represents the perfect blend of seasoned experience and forward-thinking vision that the role demands.
This appointment comes at a crucial time for ProWein, following its successful repositioning in September 2025. The timing reflects a deliberate strategy to ensure continuity while injecting fresh perspectives into the world's most influential wine and spirits trade platform.
Comprehensive Global Responsibilities
Schindler's role extends far beyond the flagship Düsseldorf event. As Director, he will oversee a complex portfolio that includes:
Project Management Leadership: Leading the project team in Düsseldorf and managing ProWein Düsseldorf, including the integrated ProSpirits component, which has become increasingly important as spirit categories continue to evolve and expand.
International Trade Fair Oversight: Supervising six international ProWein World trade fairs across Asia and South America, reflecting the growing global appetite for premium wines and spirits in emerging markets.
Strategic Positioning: Driving global strategic positioning and international marketing initiatives that will shape ProWein's presence in key markets worldwide.
Organizationally, Schindler will operate within the business division led by Marius Berlemann, Chief Operating Officer of Messe Düsseldorf GmbH, while reporting directly to Michael Degen, Executive Director Trade Fairs. This structure ensures both operational efficiency and strategic alignment at the highest levels.
Industry-Proven Expertise
Frank Schindler's appointment represents more than just a personnel change: it's a strategic investment in proven industry leadership. His professional journey includes significant roles that have prepared him for this global responsibility:
Esterhazy Winery Leadership: As former Managing Director of the tradition-rich Esterhazy winery in the Burgenland region, Schindler gained intimate knowledge of premium wine production and marketing. This Austrian winery, known for its exceptional terroir and historical significance, provided him with deep insights into both traditional winemaking and modern market demands.
VINUM Weinhandel GmbH Management: His role as Managing Director of VINUM Weinhandel GmbH, headquartered in South Tyrol, expanded his expertise into wine distribution and retail operations. This experience is particularly valuable as ProWein continues to bridge the gap between producers and distributors globally.
Academic Excellence and Professional Credentials
Schindler's appointment is further strengthened by his impressive academic credentials, which demonstrate his commitment to professional development and industry expertise:
WSET Certification: His qualifications through the Wine & Spirit Education Trust (WSET) represent the gold standard in beverage education. WSET certifications are globally recognized and respected, providing recipients with comprehensive knowledge of wine production, tasting techniques, and market analysis.
Master's in International Wine Marketing: Perhaps most relevant to his new role, Schindler holds a Master's degree in International Wine Marketing. This specialized education provides him with the theoretical framework and practical knowledge necessary to navigate the complex global wine and spirits marketplace.
These credentials ensure that Schindler brings both practical experience and academic rigor to his new position, a combination that will be invaluable as ProWein continues to evolve in an increasingly competitive landscape.
Industry Leadership Endorsement
The appointment has received strong support from Messe Düsseldorf leadership. Marius Berlemann, Chief Operating Officer at Messe Düsseldorf, emphasized the strategic importance of this selection: "In Frank Schindler we have an expert who is very well connected in the international wine and spirits world at the helm of ProWein Düsseldorf. He embodies the energy and creative drive we need for the next phase of our No. 1 trade fair."
Berlemann's comments highlight a crucial aspect of Schindler's value proposition: his extensive international network. In the wine and spirits industry, relationships are paramount, and Schindler's connections across multiple markets and segments will be instrumental in ProWein's continued growth and evolution.
The timing of this appointment, as ProWein undergoes strategic realignment and ambitious brand development, positions Schindler to translate vision into concrete results. "Right now, as we strategically realign and ambitiously develop the brand further, he is exactly the right person to translate this sense of new departures into concrete successes," Berlemann added.
A Vision for Bold Innovation
Schindler himself has articulated a compelling vision for ProWein's future, demonstrating both respect for the platform's established success and ambition for continued innovation. "With its blend of internationality, professionalism and innovative power, ProWein is unique in the world of wines and spirits," he stated.
His approach promises to be both respectful of tradition and boldly innovative: "I am therefore delighted to be able to work with a well-coordinated and motivated team to take the already initiated realignment of ProWein Düsseldorf and its international satellites into the future. We will take bold steps and be guided by the specific needs of the industry."
This commitment to "bold steps" guided by industry needs suggests that attendees and participants can expect meaningful evolution in how ProWein serves the global wine and spirits community.
Looking Ahead: ProWein 2026 and Beyond
The next ProWein Düsseldorf is scheduled for March 15-17, 2026, providing Schindler with several months to implement his strategic vision before the flagship event. This timing allows for careful planning and stakeholder engagement while building anticipation for what promises to be a transformative edition of the trade fair.
The 2026 event will serve as the first major test of Schindler's leadership and vision. Industry professionals will be watching closely to see how his background in wine production, distribution, and marketing translates into enhanced value for exhibitors and attendees alike.
Impact on the Global Wine and Spirits Industry
This appointment has implications that extend far beyond the trade fair itself. ProWein serves as a crucial platform for:
Market Intelligence: Where industry trends are identified, analyzed, and disseminated throughout the global wine and spirits community.
Business Development: Facilitating connections between producers, distributors, retailers, and service providers across multiple continents.
Innovation Showcase: Providing a platform for new products, technologies, and market approaches to gain visibility and traction.
Education and Professional Development: Offering seminars, tastings, and networking opportunities that advance industry knowledge and best practices.
Schindler's leadership will influence how effectively ProWein continues to fulfill these crucial industry functions while adapting to evolving market conditions and participant needs.
The wine and spirits industry continues to face significant challenges, from changing consumer preferences to supply chain disruptions and regulatory changes. Under Schindler's leadership, ProWein will play a crucial role in helping industry professionals navigate these challenges while identifying new opportunities for growth and innovation.
For more information about ProWein Düsseldorf and upcoming events, visit www.prowein.com.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
