ProWein: A Revolution in Spirits

With its new special show ProSpirits, the world's leading trade fair for wine offers a new approach to spirits. A guest article by spirits expert and ProSpirits trend scout Jürgen Deibel.

Reading time: 3m 30s

New area for spirits in Hall 5
New area for spirits in Hall 5

Spirits have been a fundamental part of ProWein, the world's largest wine fair, for many years. Exhibitors have always consistently showcased their products, most recently with a focus on ‘same but different’ and a (half) Spirits Hall 13, which was located at the exhibition’s far end.

But now, as spirits grow in importance, changes are afoot. While the “same but different” concept will appear in Hall 7, a special ProSpirits show will be introduced in Hall 5.

ProWein has been quick to recognize the growing economic importance of spirits.

"With an expected turnover of €493.4bn in the current year, spirits will continue their growth course worldwide,” said ProWein management via a press release. “What’s more, according to Statista, sales will reach €601.7bn in 2027, with average per capita consumption of 4.76 litres. ProWein reflects this trend.”

From ‘Same but Different’ to ProSpirits

The ‘Same but different’ component of ProWein will continue to offer a platform for smaller companies and craft producers of spirits, as well as beer and cider, to showcase their products and network. It can be found in Hall 7.

‘Same but different’ at a glance:
  • 120 exhibitors from 27 countries
  • 1,100 square metres
  • 100 spirits suppliers
  • Craft beer and cider producers

Now, the concept is expanded with an entirely new area for spirits, in Hall 5.

 “We're establishing a new brand world with ProSpirits in Hall 5, turning it into the global hub for spirits,” says Nicole Funke, Senior Project Manager of both ProSpirits and the ‘same but different’ trend show.

ProSpirits at a glance

ProSpirits introduces over 300 exhibitors from more than 40 countries, offering a space of about 4,800 square metres — 1,000 square metres more than at the last ProWein.

This area features country-specific zones showcasing many, often still emerging, producers from Denmark, Greece, Ireland, Korea, Mexico, and the United Kingdom.

Industry leaders such as Osborne (Hall 5, Stand D02), Molinari (Hall 5, Stand B26), traditional Cognac houses Hine (Hall 5, Stand L33) and Prince Hubert de Polignac (Hall 5, Stand M54), and brand importer Borco (Hall 5, Stand E05) also underscore the fair's international scope.

Tastings and masterclasses

In addition to the core exhibition, there will be opportunities for further education, including about industry trends.

The ProSpirits Forum, for example, will showcase exhibitor highlights and tastings, which visitors can attend free of charge. The Trend Hour tastings which will take place on the first and third days of the trade fair will be hosted by ProSpirits trend scout and author of this article Jürgen Deibel, who will present current industry trends like the resurrection of vodka with character, the RTD (ready to drink) category, and the growing trend for sweeter liqueurs.

The tasting area is spacious, so visitors will have plenty of opportunities to taste, compare and learn, and to meet with exhibitors.

Highlights from many countries and categories

ProSpirits offers a real opportunity to taste what’s happening across the world. There will be plenty of soju, South Korea’s national drink — a chilled spirit based on rice or sweet potato.

Mauritius offers an overview of the world of rum, while Mexico is represented by producers of tequila and mezcal. Agave spirits are showing worldwide growth, and tequila and mezcal, the pioneers of the category, are becoming increasingly popular with consumers.

Liqueurs and RTDs

Liqueurs and RTDs, often grouped together because they often overlap, are seen as another growth trend in the spirits world. For example, cream liqueurs and cocktail classics could offer interesting sales potential as RTDs for retailers and restaurants.


Vodka, an often misunderstood category of spirits, is evolving from a neutral drink to one with more flavour, which is reflected in the evolution of the packaging.  


Last but not least, brandy should be back on everybody’s radar. Germany, with its many brandies, takes centre stage, alongside the classic brandy categories of Cognac and Armagnac from France or the Spanish Brandy de Jerez. Italy, Greece and many Eastern European countries will also be showcasing their distillates at this year's fair.


Italy will place grappa at the center of its world of spirits and demonstrate its many flavours. Like last year, the world of Irish whiskeys will also be an important aspect of the fair. Irish Whiskey will present itself with well-known and new brands and varieties under the auspices of Bord Bia, the Irish food promotion agency, with a joint stand in Hall 5. The whiskey nation of Ireland will present itself with its own masterclass area on around 350 square metres.

Peter Schmitz

"The combination of ProWein, ProSpirits and ‘same but different’ is absolutely unique in the global wine and spirits industry. No other trade fair in the world offers international trade visitors from all over the world such a comprehensive, up-to-date and interesting range of products," says Peter Schmitz, Director of ProWein.

Peter Schmitz
Director ProWein
Spirits expertise

Meininger Verlag highlights the excellence of high-proof spirits

As Europe's leading specialist drinks publisher, Meininger Verlag incorporates the world of spirits into its repertoire. High-proof products find a prestigious platform through Meininger's International Spirits Award (ISW), which will be showcased for the first time at ProWein, or rather ‘ProSpirits’.

Discover award-winning spirits at the "ISW Discovery Bar," located in Hall 5, Stand A15, where they will be presented by expert bartenders. Additionally, Tim Allgaier, a spirits expert from the gastro magazine FIZZZ, will host regular 'bar talks' addressing trending topics within the industry.


Much has changed in recent years: a new matchmaking app for smartphones has been introduced, limited free Wi-Fi is now available, and the admission tickets for Messe Düsseldorf no longer include public transportation. Here's a brief overview.

Reading time: 4m 45s



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