Vinexpo, Vinitaly and the London
Wine Fair have for some time topped the
traditional list of international trade shows
that move the wine world. Now it’s time
to add ProWein to the list—perhaps at
the top. Held in late March in Dusseldorf,
Germany, Prowein already rivals its peer
shows in sheer size, having attracted this
year 4,783 exhibitors and 45,000+ visitors
from 48 nations. But it’s not scope alone
that makes ProWein tick—it’s the orga-
nization. The physical setting—a series of
connected “halls”—has the effect of mak-
ing the show remarkably manageable. It
also keeps any single sector from seeming
dominant, while giving smaller players the
sense of a more level playing field.
Think ProWein is all about German
wine? This year, the highest number of
exhibitors came from Italy, followed by
France and Germany. But there were
contingents as well from China, England,
Brazil, Tunisia and Lebanon. Thematic ar-
eas also highlighted organic wines, Cham-
pagne and spirits (replete with mixology
demos). Expert-led seminars abounded;
and dedicated self-pour areas for some re-
gions enabled efficient tasting. The net
result is a trade show that is truly global in
feel and practice.
In turn, it is no surprise that many
firms choose ProWein to unveil brand
new projects. To wit: Spanish sparkling
leader Freixenet launched its sweet,
ProWein 2013
The Dynamic Stage for a Global Trade
By w. r. tish
industry
event
T
rade shows are, if not the lifeblood of an industry, at least vital resus-
citators. They provide an under-one-roof opportunity to share wares
and ideas. Connections are kindled, deals are made, and the industry
as a whole gets a chance to freshen things up.
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