Road to ProWein 2026

Cultivate the visionary in you!

We’re launching a new campaign — and you’re part of it.

A campaign that celebrates those who dare to think ahead, challenge the status quo, and shape what comes next. Because the future of the wine and spirits industry belongs to the visionaries. Cultivate the visionary in you!

Our new key visual shows ProWein as the international stage of the global wine and spirits world – a dynamic meeting point for everyone driving the industry forward.

It highlights how we build on our role as the world’s leading business platform while expanding into a hub for knowledge, trends, opportunities, and inspiration. At the heart of the design, the large flag stands as a symbol of a global movement – a community shaping the future together. With clear visual variations and our signature gradient, the campaign remains instantly recognizable across every touchpoint. Your vision matters. Unleash it.

In more than 30 years of existence, ProWein has established itself as the world's leading trade fair for wines and spirits. Every year, more than 4,000 exhibitors from 65 countries present their new products in Düsseldorf. You really won't find such a wide and detailed range of products anywhere else.

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Voices of the industry

ProWein Hubs

Maya, Sommelier, visitor at the ProWein 2026

How visionaries see ProWein

Maya, Sommelier

"Urban Gastronomy is firmly on my agenda. It’s where I find inspiration for exceptional pairings and new flavour compositions – and where I truly value the exchange with fellow professionals on site.

What excites me even more is the newly reimagined ProWein Zero with its innovative Zero Tasting Bar. Alcohol-free menu pairings are becoming an increasingly central focus of my work. Here, I can taste alcohol-free wines and spirits, proxies, and a wide range of other forward-thinking alternatives. The ProWein Zero impulse tastings promise inspiring ideas that will take alcohol-free menu pairings to the next level.To deepen my engagement with the topic, I use MyOrganizer ahead of the show. Browsing the exhibitor and product database in advance allows me to shortlist favourites, add notes and benefit from tailored recommendations – so I arrive well prepared and ready to make the most of every encounter."

How visionaries see ProWein

Daniel, Buyer

"Thanks to the new hall concept, I can plan my ProWein visit in Düsseldorf far more efficiently. Distances are shorter and more compact, which means less time wasted and more focus on what matters. Hard to believe that, with the same total square metres as in 2025, everything now moves so much faster. It saves me a tremendous amount of time – especially because I can plan every route down to the minute using the interactive hall map. Perfect when your schedule is packed.

I’m also a big fan of the focused ProWein Hubs, which complement the former themed worlds. I’m particularly looking forward to fresh impulses and new perspectives at the Agora. I’m convinced this is where the future of the global wine and spirits industry will be debated. Highly relevant – and the perfect addition to the programme of panels and masterclasses."

Alex, Bartender, visitor at ProWein 2026

How visionaries see ProWein

Alex, Bartender

"For me, ProSpirits is a must. Not just because it now spans two halls, but because it brings together established global brands and bold new newcomers under one roof. The talks at The Spirits Business Hub highlight emerging trends and movements, while the guided Visitor Tours Spirits give me practical inspiration I can apply directly to my bar business.

Sparkling wines are essential to many of my creations. Sparkling Visions at ProWein 2026 in Düsseldorf lets me fully immerse myself in the world of bubbles – and uncover niche styles my competitors haven’t even started looking at yet."

How visionaries see ProWein

Kenji, Wine Merchant

"For me, tasting as many different wines as possible is essential to uncover new discoveries for my customers. The various Tasting Areas are ideal for this, as they allow me to explore at my own pace. I’m especially impressed by the new I2A Tasting Area, where wines are curated by price segments. It makes it incredibly easy to identify wines that fit my customers’ preferred price range – saving time while keeping everything clearly structured. When a wine catches my interest, I can connect with the winery directly on site.

I’ve also been using the Fair Match matchmaking tool since last year. It allows me to build valuable connections even before the show starts – several of which I’ve already saved as favourites. With the new chat function, I can now reach out directly to all relevant exhibitors. Highly efficient and perfectly aligned with the way I work."

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Voices of the Industry. Visions for the Future.

In a rapidly evolving wine world, innovation, collaboration, and courage are essential. Our industry needs a true compass - and ProWein empowers us to navigate what’s next.

Vision is the force that drives us forward, guiding businesses of any size toward the future. It sparks innovation - from new products and grape varieties to new consumers, markets and structures - and pushes us to turn possibilities into reality.

European importers will play an even bigger role. The industry needs platforms that strengthen these connections and accelerate smart growth.

A vision doesn’t appear all at once. It develops as you learn and understand what truly drives you. Stay curious, pay attention to what energizes you, and be patient.

The wine world needs a central hub, where contacts, knowledge, data, shared experiences, and business converge. A launchpad where ideas and trends gain.

For us, working with a vision means questioning what we take for granted and asking where the industry could be – not just where it is today. Progress starts when we stop treating challenges as fate and start treating them as design questions.

Our industry thrives when boundaries disappear. We need a global ecosystem that opens markets, expands reach, and turns new opportunities into reality.

I'd like to see the industry become more data-driven and innovative. My contribution is to build the research and tools that make evidence-based decisions possible.

The wine sector will consolidate in the coming years. What we need now is strong business intelligence to make decisions that secure the future. Not just trend signals.

Cultivate the visionary in you - your opinion matters!

With this short survey, we would like to learn how you assess the upcoming developments in the wine and spirits industry and how you would like to participate in shaping its future. Completing the survey takes less than 2 minutes.

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