ProWein 2011: Top Position Impressively Confirmed

Many contacts, good business deals and an intense exchange of information and ideas: the mood at the international leading fair for wines and spirits was excellent. From 27 to 29 March over 3,600 exhibitors from some 50 countries were presented at ProWein in Düsseldorf.

This corresponded to an increase of about 200 suppliers over the previous event. Once again all internationally relevant wine-producing nations in Europe and overseas were represented as well as “exotic” countries like Brazil and India. This uniquely comprehensive international range was used by over 38,000 trade visitors from the retail and catering trade on all major European markets as well as North America and Asia. This meant ProWein 2011 posted a 5% increase in visitors. The significant rise in the number of international visitors was particularly gratifying. Organisers noted increased interest from Great Britain, Scandinavia, the USA and Canada as well as Eastern Europe – especially Russia, the Czech Republic and the Baltic states. More visitors also came to Düsseldorf from Asia – in addition to China notably Thailand and Hong Kong. The high proportion of visitors with decision-making powers once again set new standards here: over 80% are directly involved in purchasing decisions (Source: Visitor Survey at ProWein 2011.)

Platform for Successful Business and Trend Barometer
The verdict for this year’s ProWein was therefore a positive one. Summing up Hans Werner Reinhard, Deputy Managing Director at Messe Düsseldorf, said: “We are delighted with an extremely successful event! Our positive expectations were even exceeded, ProWein 2011 went splendidly. ProWein was impressively able to underline its status as the leading international fair measured by all key performance indicators. It brings the supply and demand sides of the wine and spirits market together at an international level in a uniquely professional atmosphere and it is the perfect meeting point for the sector to showcase trends and innovations, to discover and discuss.” The German Wine Institute (Deutsches Weininstitut – DWI) was also thoroughly satisfied with ProWein 2011. Summing up the mood on the last day of the fair Monika Reule, Managing Director of the DWI, said: “German exhibitors are posting positive results for this year’s ProWein. They enjoyed very great popularity with the international trade audience. They particularly praised the quality of trade visitors from home and abroad – which once again fully validates ProWein’s reputation as both a trade fair and leading international orders fair. Attracting special attention this year were the excitedly awaited wines from the 2010 vintage whose quality was rated very positively overall by the experts.”

The global trend towards sustainability and organic wine growing was reflected in all halls of the trade fair. In addition to the many producers cultivating according to the principles of sustainability, umbrella associations and institutions were also present (such as Demeter and the German Institute for Sustainable Development as well as, for the first time now, the French association FNIVAB – Fédération Nationale Interprofessionnelle des Vins de l'Agriculture Biologique). Commenting here Ralph Dejas, Managing Director at ECOVIN GmbH, said: “ProWein 2011 went magnificently for ECOVIN and our producers are very satisfied. The mood at the stand was good. Demand for organic wines has generally risen a great deal: our wine estates at ProWein 2011 made many contacts with customers from the USA, Asian countries and obviously also from European nations, especially the Benelux and Scandinavia.”

In addition to sustainability and organic wines, packaging as a marketing tool in terms of design, packaging-unit and sealing technology was also a theme at ProWein, as was the topic of wine authenticity and therefore also the rising status of aspects like origin and terroir.

Top Notch Discoveries and Valuable Ideas
Whisk(e)y, vodka or fine spirits – from French cognac and Japanese sake to premium rum from Costa Rica: over 300 international spirits suppliers showcased a discerning mix of renowned classics, national delicacies and unusual novelties. For instance, the firm La Tequilera presented the “most expensive tequila in the world”. Summing up, a highly satisfied Peter Müller said: “We have fully achieved our objectives and have acquired many new customers. ProWein is the No. 1 marketplace – this can especially be seen in the quality of visitors who are real specialists.” Barbara Wolf-Sykes, Marketing Manager at the renowned distillery Brennerei Ziegler, also drew extremely positive conclusions: “Already on the first day we again saw a very much higher visitor footfall and the situation with orders was also very gratifying – for Ziegler ProWein 2011 was a definite success. ProWein is the most important fair also in terms of spirits. For this reason we are very consciously opting for ProWein 2012 to launch our new whisky on the market and present it to the international trade audience.”

Providing a special highlight for the bar scene was the FIZZZ Lounge in Hall 7a whose motto this year was “Culinary Cocktails”. Reflecting the current trend “mixologists” here made classic and modern cocktail variations with a cross-over from international cuisines.

Overall, the varied supporting programme at ProWein offered real added value for visitors. The central tasting zone featured more than 1,000 red and white wines under the headings “Trend Experiences: Tradition versus Modernity” or “How Oenology determines Wine Styles”. 80% of visitors took advantage of this unique range appreciating it as a valuable aid to orientation. The special show “Wine’s Best Friends” was also very popular: over 30 participants presented selected delicacies that particularly complement the wines and spirits. Both the specialist retail and catering trade found valuable ideas here for extending their ranges. Furthermore, the exhibitors’ comprehensive supporting programme featuring numerous seminars, hosted tasting sessions and lectures ensured a beneficial exchange of information and ideas.

Enjoyable Evening Events at ProWein goes City
The “ProWein goes City” initiative also once again enjoyed great popularity. When the fair closed for the evening over 30 Düsseldorf restaurants, hotels and wine/spirits merchants tempted trade visitors to original events revolving around wines and spirits. Local wine lovers and international trade visitors enjoyed a colourful programme of wine tasting sessions, special wine menus, cookery courses, vinophile parties and cultural events.