fruity Mia Moscato. Trapiche trotted
out two brand new Malbec bottlings—
Pure (unoaked) and Extravaganza
(blended). And Prowein 2013 was the
official debut of Miraval Rosé 2012 by
Jolie-Pitt et Perrin.
Those were just some of the more
conventional launches. Also on tap: an
energy drink blended with Champagne;
vegan wine; an organic wine spritzer; an
alcohol-free RTD cocktail; and a line of
charity-driven Spanish wines (Whatever
It Takes) featuring artwork by celebrities
from George Clooney and Penelope Cruz
to Coldplay and David Bowie.
Trends at Every Turn
For sheer trend-watching, ProWein 2013
offered a humbling glimpse into the ev-
er-shifting global market. America, with
its notoriously complicated distribu-
tion system, is simply not the epicenter
of innovation. By default, many of the
more dramatic new products are not in
the U.S.—which is all the more reason
aggressive American importers should
be checking ProWein out. At the same
time, the progressive wines and spirits
on offer at ProWein help cast a spotlight
on trends that may be hitting our shores
prowein
2013
who's going?
Attendance at ProWein 2013 (up 6% from 2012)
marked a noticeable increase in participation
from Great Britain, Scandinavia and the Benelux
countries, but also from France, Spain, Italy,
North America and Asia. With almost 50%, the
international wholesale, retail and specialist trade
sector again accounted for the largest visitor
group, followed by members of the restaurant
and hotel trades. Over 70% of the visitors held
management positions.
Prowein is organized by trade fair specialist
Messe Düsseldorf (mdna.com). Exhibitor regis-
tration for 2014 is now available (deadline July
31st) at prowein.com; visitor registration opens
in the fall. ProWein 2014—the 20th anniversary
of the show—will take place March 23rd–25th,
at the fairgrounds in Düsseldorf, Germany.
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