ProWein 2012: More exhibitors, new country participations, comprehensive trend show

Even if Düsseldorf is famous for its Alt beer and the “longest bar in the world”: from 4 to 6 March ProWein 2012 will transform the city into the “world capital” of the wine and spirits industry. Over 3,900 exhibitors from around 50 countries are presenting themselves at the leading fair. Approx. 40,000 international trade visitors from the trade and catering sector are expected. The “ProWein goes city” campaign is once again offering diverse events for Düsseldorf’s wine connoisseurs.

ProWein has developed into the ultimate meeting point for the international wine and spirits industry. For years the exhibitor and visitor figures have been rising. In this connection, the increases are coming from all regions of the world, because against the background of declining wine consumption in several wine-growing countries, the producers are increasingly focussing on their export activities. Due to the increased demand, the trade fair is opening an additional Hall in 2012. Hans Werner Reinhard, Deputy Managing Director, Messe Düsseldorf: “The growing demand impressively underlines the leading position of ProWein. The international wine and spirits sector wants to present itself comprehensively, because it is only at ProWein that it meets the decision-makers from all over the world.”

International product range diversity impresses

With 3,930 exhibitors, last year’s record (3,635) has once again been exceeded. A strong presence is being shown not only by the classic wine-growing nations from Europe and overseas, newcomers to the international wine business such as Brazil, India, Japan or China are also choosing ProWein as the venue to present themselves to the trade world. A new exhibiting nation in the wine sector in 2012 is Kosovo with (in their own words) local market leader HAXHIJAHA, which is stepping up its export business.

More than 300 spirits suppliers are showing their broadly structured range at ProWein 2012, including both international market leaders as well as smaller companies, who have exceptional new products and country-typical specialities in store. The participants include among others a group participation from China, which is presenting the high-percentage Moutai, the luxury drink with a rich tradition from the hilly province of Guizhou. Another top-quality product is the new whisky, “Aureum 1865”, which the renowned distillery, Brennerei Ziegler, is presenting to the international trade public at ProWein for the first time, while there is also exquisite Cognac from the company rich in tradition, Ferrand.

“Organic products” market growing – at ProWein too

The sales of organic products in the food retail and drug stores increased in 2011 by around ten per cent (source: Nielsen, 07.02.2012). Organically grown wines are also playing an increasingly important role in the international wine world. For this reason, the organic wine sector, which has been consistently growing at ProWein for years, is receiving a concentrated platform in the newly occupied Hall 7.1. Here German and international sector associations along with companies focussing on organic wine are participating for the first time with a joint presentation. The visitors can look forward to concentrated competence and expertise from the organic wine-growing sector. Those participating include: Ecovin, Demeter, Fepeco (Spain), FNIVAB (France), Bioland Landesverband Rheinland Pfalz, Naturian, VIVOLOVIN and Peter Riegel.

“Wines of Origin” in the central tasting zone

The origin of foodstuffs is a key criterion for consumers. This is confirmed by both a current EMNID survey on regional foodstuffs as well as a multi-country study commissioned by ProWein on the theme of “ideal wine”. According to this study, the origin of a wine plays a role for 82 percent of consumers in Germany. This view is also reflected in 88 percent of study respondents in China as well as 71 percent in Great Britain and 74 percent in the United States. This is where the central tasting zone at ProWein (in cooperation with “WeinWirtschaft” trade magazine) follows on and presents the opportunity for free tasting of around 1,000 wines for the trade visitors from the retail and catering sectors under the motto “Wines of Origin”. They can discover exciting, authentic wines from all over the world, which reflect the regional growing conditions with their own recognizable wine profile. The central tasting zone is also located in the newly added Hall 7.1 in the immediate vicinity of the North Entrance.

The “Do-it-yourself laboratory – Infusions, Bitters & Co.” in Hall 7a

As a special attraction in the spirits Hall 7a, renowned bartenders are revealing their secret recipes in the FIZZZ Lounge organized by the Meininger Verlag. Individuality in the sector is trumps, increasingly for example, syrup is being produced by the creative minds themselves behind the bar. In this context for example Arnd Heißen (Ritz Curtain Club, Berlin) is preparing drinks to match perfumes. He will show just how this is done to the visitors in the Do-it-yourself laboratory in the FIZZZ lounge at ProWein 2012.

Enjoyable combinations at “Wine’s best friends”

Also a must, especially for visitors from the specialist retail and catering sectors, is “Wine’s best friends” (Gallery, Hall 6). The special show is being organized in cooperation with “Der Feinschmecker” magazine and is presenting high-quality delicatessen, which goes together especially well with wine and spirits. Participants, among others from Germany, Austria and Italy, will be presenting exceptional delicacies and thus offering numerous ideas and delicious surprises for the visitors’ own ranges.

Exhibitors’ supporting programme

Over and above this, inspiration and an exchange of ideas are also ensured by the total of around 300 specialist lectures and tasting sessions, which the exhibitors are holding on their stands on the latest, most diverse range of themes. In this connection for example, the Slovenian exhibitor p&f wineries is inviting all those interested to an archive wine-tasting session with white wine rarities, while the joint project, unique at ProWein, involving wine nations Argentina, California, Chile, New Zealand and South Africa, is presenting “Love Couples”, special combinations of wines and spirits.

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