ProWein, the world’s leading trade fair for wines and spirits, is breaking new ground and setting fresh impulses for the industry. With a new visual identity inspired by the colors of international flags, ProWein underscores its unique diversity and global impact as an innovative B2B platform. Now positioned as ProWein Düsseldorf, the fair is rising to current market conditions with the inspiring motto “Shape, Create, Elevate” – and is actively assuming a leading role in the transformation of the industry.
“We do not define ourselves solely by our history, but are consistently developing ProWein Düsseldorf further into the leading trade fair. Remaining innovative and agile is crucial – especially in the currently challenging market situation. Just as every player in the industry must rethink their strategy, we too are critically reassessing ourselves – and revitalizing ProWein Düsseldorf with fresh ideas,” says Marius Berlemann, Managing Director of Messe Düsseldorf GmbH.
Shape, Create, Elevate
The new motto is a call to the industry: to actively shape the future, drive innovation, and generate business. At the center of the relaunch are a newly created Buyers Concierge Team, immersive experience elements, clear branding, and a completely revised hall concept.
Buyers Concierge Team & Express Service
With the new Buyers Concierge Team, ProWein Düsseldorf is addressing international top buyers directly – initially from the USA, Canada, Eastern Europe, and Scandinavia. In this way, the trade fair is focusing its investments specifically on the strongest growth markets.
For buyers within a radius of 350 kilometers, the ProWein Düsseldorf Express Service ensures quick travel: on all three days of the fair, free shuttle buses will run from central locations in Germany, Belgium, and the Netherlands directly to Düsseldorf.
“With our new approach for international buyers and the improved infrastructure, we demonstrate: visiting ProWein Düsseldorf has never been easier,” says Marius Berlemann.
Matchmaking at a new level
The matchmaking tool “Fair Match,” introduced in 2025, is being further developed and will take center stage in 2026 with the Live Fair Match Arena in the exhibition halls. In addition, an entirely new concept is being introduced: the Insight-to-Action Framework (I2A). Based on a large-scale industry survey, it will redefine trade fairs – with greater relevance, efficiency, and even more precise matches between exhibitors and visitors.
More experience, more inspiration
ProWein Düsseldorf is rethinking the trade fair experience entirely – with a festival character and immersive elements.
- ProWein Agora Stage: more than 12 hours of keynotes, panels, and visionary talks with international speakers. Here, future topics are shaped, trends set, and new ideas sparked.
- ProWein Zero (Hall 5): newly designed, now also featuring spirits and interactive tastings.
- ProWein Sparkling (Hall 4): a sparkling discovery journey with its own bar, speed tastings, and sessions.
New hall concept
Halls 1 to 7 are being restructured and will offer around 4,000 exhibitors from over 60 nations excellent visibility and shorter walking distances. A highlight: the rapidly growing ProSpirits segment will, for the first time, occupy two entire halls – a clear signal of the spirits market’s dynamism.
Premiere 2026
The newly positioned ProWein Düsseldorf will celebrate its premiere from March 15 to 17, 2026. Around 4,000 exhibitors are expected, including approximately 500 in the ProSpirits segment – with international diversity from more than 50 countries.
