Photo: © Messe Düsseldorf / ProWein Düsseldorf / New key visual of the ProWein campaign “Cultivate the visionary in you!”
Call to the industry: Cultivate the visionary in you!
“‘Shape, Create, Elevate are the three buzzwords we aim to align our future actions and decisions with. So the motto for ProWein Düsseldorf 2026 will be “Cultivate the visionary in you”. We want to encourage the sector to embrace the future in a determined, creative and forward-looking way. As the leading international trade fair we will allow appropriate space for innovations and make sure to generate sustainable business,” says Frank Schindler, Director of ProWein Düsseldorf, summarising the aims of the forthcoming 2026 edition.
New hall concept: clear structures, short distances, strong presence
A key component of this re-positioning is the revised hall concept. The about 4,000 exhibitors from over 60 nations will move to Halls 1 – 7. Boasting exhibition space of the same size, they will benefit from markedly higher exposure and a clear country structure. All in all, the hall layout will be considerably densified. This means visitors can look forward to 30% shorter walking distances, which enables tighter scheduling.
Broad response in all regions
Response from global exhibitors to the new hall concept was extremely positive and planning is largely complete. France will move with all important wine-growing regions to the fully booked Hall 4. What’s more, the “Union de Grands Crus de Bordeaux” will present their new vintage here. Germany and Austria will be jointly represented in Hall 1. Be it organic, biodynamic, micro-operations, cooperatives, the VDP, ÖTW or the marketing organisations DWI, ÖWM and regional wine promotion bodies – they can all be found here. Other big German brands will be also housed in Hall 4. New: Italy will now be located in the fully booked Hall 3 and represented with all wine-growing regions: there will be joint stands from Puglia, Toscana, Calabria, Valpolicella, Piemonte, Lugano, Valdobiadene, Brescia, Prosecco DOC and Montello. Portugal will occupy Hall 7a with an impressive stand concept. Amongst others, this includes joint stands from ViniPortugal, Tejo, VinhoVerde and Beira. Spain will be in Hall 6 and again present a united front featuring all important regions including Rioja, Ribera del Duero, Rueda, Valencia and, for the first time, Toro in the country’s joint stand Central and Eastern Europe in Hall 3 is highly dynamic with national pavilions from Hungary, Slovenia, Croatia, Bulgaria, the Czech Republic, Moldavia, Turkey as well as new appearances from Montenegro and Azerbaijan. Georgia, Cyprus and Northern Macedonia will also join the fray again. In the large, light-flooded Hall 6 – next to the VIP Area – New World destinations like Argentina, Chile, New Zealand and South Africa will find their new home – complemented by pavilions from California, Brazil, Japan and other regions. The dynamically expanding spirits segment at ProWein Düsseldorf continues to sharpen its profile: for the first time, ProSpirits will occupy two complete halls with 500 exhibitors from over 50 countries – sending a strong signal about the relevance of this segment.
Cultivate the visionary in you!
ProWein Düsseldorf re-thinks trade fairs and will accompany the product ranges proper with optimised, immersive elements that pick up on current trends and make them experienceable.
ProWein Agora with its stage will be the “social heart” of the trade fair serving as a place for trends, innovations and tomorrow’s topics. It will provide space for inspiring keynotes, talks and diverse impulses for the sector that will resonate far beyond its borders.
ProWein Zero: over the past years an impressive trend has emerged with non-alcoholic spirits, cocktails and wines. ProWein Zero is the central “port of call” for all those wanting to explore the non-alcoholic beverage segment; all this is supported by interactive tastings, market trend insights and showcases by international drivers of innovation.
ProWein Sparkling Visions moves the growing segment of sparkling wines into focus. The concept stages a decentralised discovery tour – from Prosecco to Champagne, from sparkling wine to Cava and other international specialities. Centrestage will be the Sparkling Bar in Hall 4 as a meeting point for tastings, conversations, impulses and networking.
ProWein Organic Visions in Hall 1 will pool the international ranges of organic, biodynamic and sustainably produced wines – including tasting zones and knowledge transfer events.
Massive investment in visitor management
With a view to bringing exhibitors and trade visitors together in an even more targeted manner, ProWein Düsseldorf 2026 has invested extensively in new services and digital tools. The new Hosted Buyers & Concierge Programme, which is supported by a newly created team, will ensure that top international buyers from key markets like Germany, the Benelux, USA, UK, Asia, Eastern Europe and Scandinavia will be present at the trade fair. An improved product database as well as the revised Matchmaking Tool Fair Match will make sure supply and demand are matched efficiently.
With a clear vision for the future ProWein Düsseldorf will set new standards from 15 to 17 March 2026 – and show how the future of the international wine and spirits industry is shaped – all in line with the guiding principle: Shape. Create. Elevate.
