If you’ve ever walked a massive trade fair floor feeling overwhelmed by endless booths and brochures, you’re not alone. But ProWein Düsseldorf is changing the game, and it’s about time.
The world’s leading wine and spirits fair just announced a major evolution for 2026: the Insights to Action (I2A) Framework. And no, this isn’t another buzzword-heavy initiative. It’s a data-backed, visitor-focused system designed to make B2B wine buying smarter, faster, and far more efficient.
Taking place March 15-17, 2026, ProWein is the first international B2B wine trade fair to roll out a structured, digital framework that guides buyers through their entire journey: before they even step foot in Düsseldorf, during the hustle of the show floor, and after they’ve gone home with a notebook full of contacts.
What Exactly Is the I2A Framework?
Think of I2A as your trade fair GPS. Instead of wandering aimlessly through halls hoping to stumble upon the right Italian producer or that natural wine importer you heard about, the framework helps you find exactly who and what you need: with precision.
Built on comprehensive research into how B2B wine buyers actually make purchasing decisions, I2A stands for Insights to Action. It’s ProWein’s answer to a question the entire trade fair industry has been wrestling with: how do you cut through the noise and deliver real commercial value?
The guiding principle? Activate. Integrate. Generate.
- Activate relevant connections between buyers and sellers
- Integrate data and insights across the entire visitor journey
- Generate measurable business outcomes that extend beyond the three-day event
The Research That Started It All
Here’s where it gets interesting. The I2A Framework wasn’t dreamed up in a boardroom: it was born from rigorous academic research.
Kerstin Houf, Senior Project Manager on the ProWein team, developed the framework as part of her Master’s thesis in the International Wine Marketing program at the University of Applied Sciences Burgenland. Her dissertation dug into critical questions: How do international trade visitors actually prepare for events? What information truly drives their decisions? What criteria matter most when selecting exhibitors and products?
“The insights gained were directly incorporated into the further development of our digital services,” Houf explains. “Our aim is to offer true added value to both trade visitors and exhibitors alike: by way of clear structures, relevant content, and more efficient trade fair preparation.”
That’s the kind of approach the beverage industry needs more of: less guesswork, more data-driven strategy.
Say Goodbye to Information Overload
One of the biggest pain points at any major trade fair? The flood of information. Thousands of exhibitors. Tens of thousands of products. Limited time. Where do you even start?
ProWein’s I2A Framework solves this by introducing smarter filtering and search capabilities. Trade visitors can now precisely filter exhibitors and products by:
- Origin and region
- Price segment
- Availability
- Other decision-relevant criteria specific to their business needs
But here’s the real kicker: Fair Match, ProWein’s integrated matchmaking tool, which debuted in 2025 and is getting a major upgrade in 2026 with a dedicated Live Fair Match Arena on the show floor. This isn’t your typical “swipe right” situation: it’s a transparent, structured system that connects buyers with the most relevant suppliers based on actual business compatibility.
You can schedule appointments directly with matching exhibitors before the show even starts. That means you’re walking into Düsseldorf with a curated itinerary, not a hope and a prayer.
A Journey, Not Just a Show
What makes I2A genuinely different is how it follows you through three distinct phases:
Before the Trade Fair
This is where the magic starts. Trade visitors can search, compare, and plan appointments weeks in advance. You’re arriving with a strategy, not just a badge and a tote bag.
During the Trade Fair
On the show floor, I2A keeps you organized. You can take digital notes on products, winemakers, and even Masterclasses. Conversations stay documented. Your observations are captured in real-time so you’re not scrambling to remember which Austrian winery had that incredible Grüner Veltliner three days later.
After the Trade Fair
Here’s where most trade fairs drop the ball: but not ProWein. All your notes, product information, and contacts remain accessible after you leave. You can follow up on leads, recontact exhibitors, and make purchasing decisions without the pressure of the show floor. This post-event phase is critical for busy buyers juggling multiple priorities back at their restaurants, retail stores, or distribution companies.
What This Means for Exhibitors
If you’re a winery, importer, or spirits brand exhibiting at ProWein, I2A isn’t just good news for buyers: it’s a game-changer for you too.
ProWein is offering specialized exhibitor tutorials that break down the current search and decision-making behavior of international B2B buyers. You’ll learn how to optimize your profile so the right buyers find you faster. More visibility at the exact moment purchasing decisions are being made? That’s ROI you can measure.
Plus, there’s an animated tutorial embedded in the visitor campaign that shows how I2A changes the entire trade fair experience. Check it out here to see the framework in action.
Why This Matters for the Food and Beverage Industry
Wine and spirits are more than just products: they’re experience drivers, margin builders, and increasingly, brand differentiators in restaurants, hotels, and retail. As we covered in our piece on how AI is powering the restaurant revolution, technology is reshaping how hospitality professionals make procurement decisions.
The I2A Framework fits perfectly into this shift. It’s not about replacing human connection: it’s about making those connections more meaningful and commercially relevant. For beverage directors, procurement managers, and restaurant owners looking to curate standout wine programs, this kind of structured approach saves time and surfaces opportunities you might have missed in the chaos of a traditional trade fair.
With approximately 4,000-5,000 exhibitors from over 60 countries expected (including around 500 spirits specialists), having a smart way to navigate that landscape isn’t optional: it’s essential.
Quality Over Quantity
ProWein’s focus with I2A is clear: quality, structure, and sustainable business development.
This isn’t about cramming more meetings into three days. It’s about making every interaction count. More informed conversations. Better decision-making. Higher concrete commercial benefits for everyone involved.
And in an industry where margins matter and relationships drive growth, that’s exactly the kind of evolution we need.
Ready to Experience the Future of Wine Trade Fairs?
ProWein Düsseldorf 2026 runs March 15-17, 2026 in Düsseldorf, Germany. Whether you’re a buyer looking to discover the next great natural wine producer, a beverage director building a spirits program, or an importer scouting for emerging markets, the I2A Framework is designed to make your time more productive.
For F&B professionals, this event is more than just tastings and handshakes: it’s a strategic opportunity to shape your beverage offerings for the year ahead. And with tools like Fair Match and a post-event follow-up system, you’re not just collecting business cards. You’re building a pipeline.
Curious to see how technology is transforming the food and beverage industry? ProWein’s I2A Framework is one more example of how data and innovation are raising the bar across our sector.
Are you planning to attend ProWein Düsseldorf 2026? Drop a comment below and let us know what you’re most excited to discover: or what challenges you’re hoping the I2A Framework will solve for your business.
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.
