Mr. Schmitz, the industry is facing challenging times. How do you perceive this as a trade fair?
I believe the term ‘challenging times’ is an understatement. Let me put it more clearly: The industry has problems. It is facing enormous cost pressures and, at the same time, a sharp decline in wine consumption. There are several reasons for this: The desire to eat a supposedly healthier diet is trendy. In addition, the younger generation generally consumes less alcohol per se. Moreover, the general mood is currently not very positive - I firmly believe that all this negative news and the entire global political situation have a psychological effect.
How does the negative mood affect wine consumption?
People tend to hold on to their money more. And wine or spirits, in particular, are goods that some might be more likely to do without compared to other things that are more necessary. We are seeing a global economic decline. Take Germany, for example: We are now in a recession, or at least stagnation, for the second year in a row.
Is this directly reflected in the number of exhibitors at ProWein?
Yes, if the industry is not doing well, it naturally affects us. This applies in principle to all trade fairs. Trade fairs are a reflection, a snapshot of the respective industry. In this context, there is a decline in exhibitor numbers, coupled with a smaller overall area for ProWein 2025. But we are facing this - among other things with a new "hall setting".
With which concepts do you plan to excite visitors and exhibitors for ProWein?
This is a continuous process. Let's start with the hotel issue, if you want to call it a concept. ProWein has been criticized for hotel prices. I believe we have taken a good step in the right direction by entering into a cooperation with a hotel booking platform that holds a contingent for us here in Düsseldorf and the surrounding area. This will guarantee that exhibitors and visitors can stay overnight at better prices in the future. This doesn't have an immediate effect on the fair this year because participants have already booked their rooms directly after the last ProWein. But I'm sure that the platform's offer will really take effect in 2026.
And what innovations await visitors at the fair itself?
A trade fair – especially in economically challenging times – is an important point of reference for the industry. Participants should gain new perspectives and go home inspired and motivated. ProWein offers a wealth of content and events for this purpose and is constantly evolving in this regard. For example, we are again presenting ‘ProWein Zero’ for non-alcoholic wines, spirits, and drinks. Or ‘Organic World,’ ‘Urban gastronomy by #asktoni & ProWein’ is also back on the scene – with top chefs and trendy restaurateurs giving first-hand tips. These are all offerings that are constantly being developed. Our ‘Business Forum’ is brand new.
What can one expect from the ‘Business Forum’?
Previously, we had the ‘ProWein Forum,’ where mainly masterclasses were held. Now, in addition to the ‘Masterclass Forum,’ which is now really focused purely on masterclasses, we are also offering a ‘Business Forum’ – with a great line-up of topics. We are really very proud of that!
The ‘Business Forum’ is organized by US wine expert and award-winning journalist Cathy Huyghe and offers a program full of inspiration, expert knowledge, and forward-looking perspectives, tailored specifically to the needs of B2B wine customers. Together with her, we have developed a complex of topics for the three days of the event and thus cover the most pressing issues that are moving the market.
Isn't there a risk that visitors will focus less on the exhibitors?
Of course, you can't overdo it with the offerings. The focus must clearly be on the trade fair business. However, we are convinced that – especially in such economically difficult times for our industry – we must address the burning issues for both the supply and demand sides. The ‘Business Forum’ is located in Hall 16 – close to the trade fair business. So you don't have to head for a separate destination within the city.
ProWein is often accused of being too expensive. In addition to the new hotel reservation system, are there any other measures to counter this criticism?
I think that, in view of what we offer, the prices are absolutely justified. Compared to the larger competing events, we are also on a par here. Our reputation has suffered in the last two editions because of the transportation strikes. Unfortunately, we have limited influence over strikes. The trade unions do not listen to a trade fair company. We are, of course, closer to the Rheinbahn, which is part of the public transport system here in Düsseldorf. But even here, our influence is limited. In that regard: Yes, we very much hope that we can hold ProWein without strikes this year – that has indeed cost us reputation.
Let's briefly discuss the exhibitors. What is the dynamic here?
Perhaps we can combine this question with the hall layout and mentally walk through the exhibition grounds. In Halls 1 and 4, which are directly adjacent, we have Germany. We are recording a slight decline here – but all the major players are present.
In Hall 5, we have once again located ‘ProSpirits’ with the spirits, which we launched very successfully in 2024. Here too, we are seeing a declining market compared to 2024. However, we are very satisfied with the segment overall, combined with Hall 7, where ‘same but different’ is located. The spirits sector is proving to be very stable overall. Let's move on to Hall 9, where Europe is located. We are very pleased that Eastern Europe is so strongly represented – with a comparable number of exhibitors to 2024. Portugal is also stable. I see further growth potential in other countries in the future. We are also very satisfied with Hall 11, where Spain is located.
How about companies from France?
The presence from France in Hall 10 has declined more significantly. This is, of course, related to Wine Paris. Nevertheless, the major players are fully represented at ProWein as well.
ProWein has two fewer halls. What is the reason?
Due to the pandemic, we had wider aisles, as other distances had to be maintained. These have now been reduced again. The 2024 ProWein was planned ‘too airy,’ which of course also had an impact on the perceived presence. That's why we will not use Halls 13 and 14 this year and will accommodate the New World in Hall 12, which will be represented here in its entirety – including companies from Australia. In Halls 15 and 16, Italy is located. Italy was partially represented in Hall 17 in 2024 – now all companies from Italy are consolidated in two halls. In return, we have accommodated the producers from Austria, with a completely stable number of exhibitors, together with Greece in Hall 17.
The ProWein matchmaking system has also been frequently criticized. Is there anything new here?
Yes, the system has been completely replaced and will be launched shortly. ProWein is a pilot project for the entire Messe Düsseldorf here. The new system, called ‘Fair Match,’ is much easier to handle – we are very excited to see how it is received. ProWein has also invested in the future here.
Let's talk briefly about visitors. Have you specifically addressed new visitors?
Yes, we have done a lot in this regard and have also invested a lot of money with a view to the future. In seven selected countries, we conducted a visitor potential analysis. Based on the results, we are now specifically inviting visitor groups – especially from China, Japan, or Korea. In addition, we have developed a kind of loyalty program: We provide participants with a retreat in the international lounge on the exhibition grounds. Here they can negotiate with partners in peace away from a trade fair stand or prepare themselves. We have rented ships in the immediate vicinity of the exhibition grounds for their accommodation. The issue of visitor quality is extremely important to us. The 47,000 visitors are just a number. At the end of the day, it's who was there and what business was done that counts.
The interview was conducted by Karin Eymael, Editor-in-Chief of Weinwirtschaft.
Let's take a look at Asia. How are you positioned there?
ProWein has evolved into a broader ProWine network across the region, with established events in Shanghai, Singapore, Hong Kong, Tokyo, and Mumbai. The Asian activities are managed by the subsidiary ProWine Asia, which centralizes marketing efforts and coordination. This strong regional presence ensures that ProWine is well-positioned to support the industry and adapt to market developments across Asia.
How do you see the development? Where do you expect growth?
We need to closely monitor market developments. ProWein Shanghai is set for strong growth, as Asia is gaining economic prominence while Europe faces increasing challenges. This shift, also viewed from an American perspective, may influence exhibitor and visitor behavior, further driving the event’s expansion.
How is Hong Kong developing?
ProWine Hong Kong remains stable. However, Hong Kong’s status has changed in recent years. While it once had a high degree of independence, even under Chinese rule, this is now evolving.
The event is expected to maintain a similar level to two years ago, but long-term developments are difficult to predict. A shift towards mainland China is likely, which could benefit ProWine Shanghai as part of the overall portfolio. We continue to monitor the situation closely.
At Meininger’s Wine Conference, we are focusing on emerging markets, particularly Africa. Does ProWein have any plans in this regard?
Africa is certainly on our radar, but expansion requires a strategic approach. The continent is highly diverse, and targeting specific regions or countries is essential. We are already active in the Maghreb and Gulf regions and recognize Africa’s long-term potential.
However, establishing a strong presence takes time. Without a local subsidiary or operational unit, organizing an event is possible, but effective visitor marketing is much more challenging. Markets like Nigeria, with 300 million people and a growing middle class – 20-30% with strong purchasing power and interest in wine –, are promising, but regulatory and logistical hurdles must be considered.
