Posted on | March 28, 2013
Written by | BevNetwork
The recent staging of ProWein 2013, International Trade Fair Wines and Spirits, attracted 4,783 exhibitors from 48 countries and more than 44,000 trade visitors from around the world (compared to 40,667 visitors in 2012).
In addition to the stable attendee level from Germany, the number of international visitors at ProWein 2013 increased again. The trade visitors came to Düsseldorf, Germany from all the relevant wine import markets and all major wine producing countries. In particular, strong increase in visitor participation from Great Britain, Scandinavia and the Benelux countries but also from France, Spain and Italy was recorded. New visitors could also be attracted from North America and Asia.
“The number of trade visitors from throughout the world rose significantly at ProWein 2013. Posting a 6% rise, the proportion of international visitors now stands at 40%,” stated Hans Werner Reinhard, Deputy Managing Director of Messe Düsseldorf. “In combination with the large number of decision-makers coming to Düsseldorf this development confirms ProWein’s leading position as an international meeting point and central order platform for the world’s wine and spirits sector.”
With almost 50%, the international wholesale, retail and specialist trade sector again accounted for the largest visitor group, followed by specialists from the restaurant and hotel segments. Over 70% of the trade visitors held management positions.
By using two additional exhibition halls, ProWein 2013 offered more space, exhibitors and products than ever. This worldwide unique wealth and variety of product presentations met the visitors’ needs: according to a survey, 96% stated that they had achieved their goals and were satisfied or very satisfied with their visit of ProWein. Cathrine Hernes, Product Manager at Norway’s A/S Vinmonopolet, agreed: “All producers relevant for us from the most varied of nations are featured on site in Düsseldorf and that is what makes ProWein the most important trade fair worldwide for us.”
For Joshua Wesson from New York, ProWein is the most extraordinary wine trade fair he has ever attended: “ProWein gives you the opportunity to see the whole world of wine in one location and at the same time to discover many new producers and products – that’s like heaven for a professional like me! I’m already looking forward to ProWein 2014.”
ProWein 2013 saw nearly all countries represented increase their presence, including first time joint participations of wine producers from China, Great Britain, Tunisia and Lebanon. Also attracting great interest were Europe’s classic wine nations. At the same time, there was increased interest in wines from the New World, especially from Australia, New Zealand and Chile. Organic wines from throughout the world were also once again in focus with a dedicated central platform in Hall 7.1.
New Introductions both in the Wine and Spirits Segment
For the German wine sector, Monika Reule, Managing Director of the German Wine Institute, remarked: “ProWein has completely established itself this year as the most important international wine trade fair. Despite increased presence from international exhibitors, wines from Germany also enjoyed avid interest. Particularly striking here was the increased number and high quality of international trade visitors showing great interest in our wines.” According to Monika Reule, the focal point of interest was the 2012 vintage which received particular praise for its intense fruity quality and was offered in top class qualities in all price categories,
With its presentation of the new vintage and its focus on product innovations and range additions, ProWein is the annual trend show for the sector. One example was the introduction of the sweet and fruity sparkling wine “Mia Moscatoby” by market leader Freixenet. “The decision to launch “Mia Moscato” at ProWein was a very conscious one as ProWein has developed into the leading trade fair internationally. We use the event to present the wide and varied range of Freixenet products and we had very good talks at our stand,” commented Kirstin Brunkhorst, Marketing Director of Freixenet.
Nuno Vale, Director of Marketing at Wines of Portugal, also reported good contacts: “We are very satisfied with ProWein 2013. This year we stepped up our marketing activities and were able to welcome many top class visitors at our new location.”
The spirits segment at ProWein 2013 included almost 400 exhibitors presenting specialties from throughout the world, including tequila from Mexico, a herb liqueur from Norway and Moutai from China. Distillery Hubertus Vallendar introduced its new product line of South African spirits while Schlumberger unveiled the Japanese whisky “Nikka”.
Added Value through Events
ProWein 2013 again featured an ancillary program consisting of over 300 events attracting many trade visitors. Theme-related tastings on specific grape varieties and regions as well as numerous events on the combination of food and wine offered hands-on ideas and impulses. In addition, lectures on trading channels, market developments and import/export requirements provided background and trend information. The new ProWein Forum was also very popular with the attendees as were the events at the stands of the exhibitors. The Central Tasting Zone, the FIZZZ Lounge and the special show “wine’s best friends” were also again rated highly by the visitors. In the evenings, over 90 events were offered in the city of Düsseldorf as part of the “ProWein goes City” campaign.