Messe Düsseldorf reports 42,000 visitors from 128 countries who connected with 4,200 exhibitors from 65 nations at ProWein 2025. In 2024, there were 47,000 visitors from 135 countries.
Feedback has been mixed, but the trend was clearly positive: While overall attendance numbers dropped, the quality of discussions was high, according to many exhibitors.
Consistent development
Some halls, such as Italy, felt noticeably emptier. Many Italian exhibitors went to Wine Paris earlier this year, so it was inevitable that fewer major business transactions would happen in Düsseldorf.
What was surprising, however, was the positive feedback from the France hall. Many had assumed that key deals had already been concluded in Paris. Contrary to this expectation, there was a large audience on average here – likely facilitated by a more compact layout that concentrated visitor flows.
In Hall 12, dedicated to exhibitors from outside Europe, feedback was mixed. While some reported productive business meetings, others were disappointed by the low number of walk-in traffic.
Trade fairs are what you make of them
One clear message that emerged is that success at ProWein requires careful preparation. The days of securing deals by waiting for random walk-in customers are over. Instead, strategic pre-planning, scheduled meetings, and focused networking are key.
This was evident at major importers’ stands. Those who had prepared efficiently were fully occupied for three days, and according to reports, some of them also signed major orders on the spot.
More spirit(s) in the industry
The hustle and bustle in the spirits halls was remarkable: Hall 5 with ‘ProSpirits’ and Hall 7 with ‘same but different’, where numerous spirits suppliers also exhibited. The increased demand in these sections suggests a growing need for a dedicated spirits trade fair, one that not only highlights products but also integrates related services.
A trade fair with added value
For the first time, ProWein introduced an extensive congress program, designed to complement the trade fair and provide additional value to visitors. The Business Forum brought fresh perspectives, with panels on social media, emerging markets, and AI, offering insights that ProWein can further develop in the future.
"We want ProWein to be the industry's flagship," said Marius Berlemann, Managing Director of Messe Düsseldorf, at the second-day press conference. "We want to show the industry new ways forward and provide the right answers to today's challenges."
The next ProWein in Düsseldorf is scheduled from March 15 to 17, 2026.
