The wine and spirits industry is about to witness a game-changing transformation. ProWein Düsseldorf 2026 isn't just evolving: it's completely reimagining what a trade fair can be. With a fresh visual identity, innovative buyer services, and the inspiring motto "Shape, Create, Elevate," this legendary event is positioning itself as the catalyst for industry-wide change.
A Bold New Identity for Challenging Times
ProWein has officially rebranded as ProWein Düsseldorf, signaling more than just a name change. The new visual identity incorporates colors from various national flags, symbolizing the event's distinctive diversity and international reach. This isn't just about aesthetics: it's a statement about the fair's role as a truly global B2B platform.
"We do not define ourselves solely by our past but are consistently developing ProWein Düsseldorf to be the leading trade fair," explains Marius Berlemann, Chief Operating Officer of Messe Düsseldorf. "Staying innovative and agile is essential, especially in a challenging market situation such as the one we are currently experiencing."
The timing couldn't be more crucial. As the wine and spirits industry grapples with evolving consumer preferences, supply chain challenges, and changing market dynamics, ProWein Düsseldorf is stepping up to provide concrete solutions and fresh perspectives.
"Shape, Create, Elevate" – More Than Just a Motto
The new positioning revolves around three powerful words that capture the event's ambitious vision. "Shape, Create, Elevate" isn't just marketing speak: it's a call to action for every industry professional to actively participate in building the future of wine and spirits.
At the heart of this transformation lies a completely reimagined approach to connecting buyers and sellers, featuring immersive elements, crystal-clear branding, and what organizers describe as a "radically impactful hall concept."
Revolutionary Buyer Experience: The Concierge Advantage
Perhaps the most significant innovation is the newly created Buyers Concierge Team, designed to provide tailor-made solutions for international top-buyers. This represents the largest share of investments made for the new showcase, demonstrating ProWein Düsseldorf's commitment to attracting global decision-makers.
The initial focus targets buyers from the USA, Canada, Eastern Europe, and Scandinavia: markets that represent enormous growth potential for exhibitors. But the innovation doesn't stop there.
For regional buyers within a 350-kilometer radius of Düsseldorf, the organizers are launching the ProWein Düsseldorf Express Service. This complimentary bus transfer system will operate on all three trade fair days, connecting key locations in Germany, Belgium, and the Netherlands directly to the event.
"With our innovative approach to attracting buyers from overseas and across Europe, plus the additional offerings in transport infrastructure, we're demonstrating to the industry that visiting ProWein Düsseldorf has never been easier," states Berlemann.
Next-Level Matchmaking and the I2A Framework
Building on the success of the matchmaking tool "Fair Match" introduced in 2025, ProWein Düsseldorf 2026 is taking business connections to new heights. The centerpiece will be a centrally located Live Fair Match Arena within the exhibition halls, creating a dynamic hub for professional networking.
The real game-changer, however, is the introduction of the Insight-to-Action Framework (I2A). Based on comprehensive industry surveys, this groundbreaking concept aims to redefine trade fairs by enhancing relevance and efficiency, ensuring better matches between exhibitors and visitors. While full details are still under wraps, this framework promises to deliver measurable results for participants.
Immersive Experiences That Go Beyond Wine and Spirits
ProWein Düsseldorf 2026 is embracing festival-like elements and immersive experiences to create an environment that's both professional and engaging. The ProWein Agora stage programme stands as the crown jewel of this new approach.
Over 12 hours of inspiring content will feature market-relevant short talks, panels, and keynotes that extend beyond the wine and spirits industry. The Agora Stage is designed as a beacon of progress, serving as a catalyst for new ideas through visionary talks, innovative formats, and international speakers.
This represents a fundamental shift from traditional trade fair programming, positioning ProWein Düsseldorf as a thought leadership platform that influences industry direction.
Specialized Sections Get Major Upgrades
ProWein Zero: Expanding Beyond Wine
The ProWein Zero section in Hall 5 has been completely redesigned. For the first time, this area will showcase spirits alongside non-alcoholic wines, featuring interactive experiences such as impulse tastings. This expansion reflects the growing market demand for sophisticated non-alcoholic alternatives.
ProWein Sparkling: A Unique Journey
The ProWein Sparkling section offers visitors a comprehensive exploration of the sparkling wine world. Located in Hall 4, it will feature a dedicated sparkling bar with speed tastings and educational sessions, catering to the segment's continued growth and premium positioning.
Strategic Hall Layout Revolution
The new layout of Halls 1 to 7 provides optimal space for approximately 4,000 exhibitors while delivering greater visibility for all participants. Visitors will benefit from shorter distances between stands and clearer structural organization, making the entire experience more efficient and enjoyable.
The highly popular ProSpirits area will occupy two entire halls for the first time: a clear indication of how the spirits market is developing and the event's commitment to representing this dynamic sector.
What to Expect: March 15-17, 2026
The first edition of the newly transformed ProWein Düsseldorf will welcome 4,000 exhibitors from over 60 nations, including around 500 exhibitors at ProSpirits. This diverse international representation ensures that attendees will have access to products and trends from across the globe.
The three-day format allows for intensive business development while providing adequate time for meaningful connections and comprehensive market exploration.
Industry Impact and Future Direction
This transformation of ProWein represents more than just event improvement: it's a response to fundamental industry shifts. As wine and spirits companies navigate digital transformation, changing consumer behaviors, and global market pressures, they need platforms that offer more than just exhibition space.
ProWein Düsseldorf 2026's focus on active business facilitation, innovative matchmaking, and thought leadership positions it as an essential tool for industry professionals seeking to thrive in an evolving marketplace.
The investment in buyer experience, combined with expanded specialized sections and immersive programming, signals a new era where trade fairs become strategic business partners rather than simple meeting venues.
For food and beverage professionals looking to understand global wine and spirits trends, source new products, or expand their market reach, ProWein Düsseldorf 2026 represents an unmissable opportunity to shape the future of the industry.
Press contacts ProWein at Messe Düsseldorf:
- Christiane Schorn, Tel.: +49 (0)211 4560 – 991, SchornC@messe-duesseldorf.de
- Anne Schröer, Tel.: +49 (0)211 4560 – 465, SchroeerA@messe-duesseldorf.de
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.
