From Peter Niederhauser
, at 27. March 2013 06:04
Over three intense days the leading international fair for the wine and spirits sector in Düsseldorf attracted 4,783 exhibitors from some 48 countries and more than 44,000 trade visitors from throughout the world (ProWein 2012: 40,667 visitors).
Alongside a stable attendee level from Germany the number of international visitors to ProWein 2013 rose once again. A total of more than 44,000 trade visitors came to Düsseldorf from all relevant wine import markets and from all major producing countries. In particular, organisers recorded strong increases in numbers from Great Britain, Scandinavia and the BeNeLux but also from France, Spain and Italy. New visitors could also be enlisted from the New World such as 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%,” said Hans Werner Reinhard, Deputy Managing Director at 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 orders platform for the world’s wine and spirits sector.”
With almost 50% the international wholesale, retail and specialist trade once again accounted for the largest group of visitors, followed by specialists from the restaurant and hotel trade. Over 70% of visitors hold management positions.
Successful Expansion
By extending the fair to include two additional exhibition halls ProWein 2013 offered space for 4,783 exhibitors from 48 countries. This worldwide unique wealth and variety met visitors’ needs: 96% of those polled stated they had achieved their goals and were satisfied or very satisfied with their visit to ProWein. This is a view also echoed by Cathrine Hernes, Product Manager at Norway’s A/S Vinmonopolet: “All producers relevant for us from the most varied of nations are featured on site in Düsseldorf and that is for us what makes ProWein the most important fair worldwide.”
For Joshua Wesson from New York ProWein is the most extraordinary wine 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 along with joint participations of wine producers from China, Great Britain, Tunisia and Lebanon all celebrating premieres. Also attracting great interest from trade visitors 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
Summing up the view of the German wine sector, Monika Reule, Managing Director of the German Wine Institute, said: “ProWein has finally established itself this year as the most important international wine trade fair. Despite increased presence from international exhibitors, wines from German areas of cultivation also enjoyed avid interest. Particularly striking here was the increased number and high quality of international trade visitors showing great interest in our wines.” A focal point of interest for the audience, said Reule, was obviously the 2012 vintage. This vintage, she said, received particular praise for its intense fruity quality. 2012 wines offered top class qualities in all price categories – was the specialists’ unanimous opinion.
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. For instance, ProWein 2013 saw market leader Freixenet present its new, sweet and fruity sparkling wine “Mia Moscato”. Commenting on this Kirstin Brunkhorst, Marketing Director at Freixenet GmbH, said: “The decision to launch ‘Mia Moscato’ at ProWein was a very conscious one as ProWein has developed into the leading fair internationally. We use the fair to present the wide and varied range of Freixenet products and we held very good talks at our stand.”
Also reporting targeted contacts was Nuno Vale, Director of Marketing at Wines of Portugal: “We are very satisfied with ProWein 2013. This year we stepped up our marketing activities and were now able to welcome many top class visitors at our new location.”
The spirits segment at ProWein saw almost 400 exhibitors present specialities from throughout the world – whether this was tequila from Mexico, a herb liqueur from Norway or Moutai from China. Distillery Hubertus Vallendar presented its new product line of South African spirits while Schlumberger unveiled a Japanese whisky called Nikka.
Events brought Added Value
Traditionally, ProWein not only provides a unique overview of international wines and spirits but also direct access to a comprehensive pool of know-how. This year’s over 300 events met with great interest and enthusiasm amongst 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. Lectures on trading channels, market developments and import/export requirements also provided background and trend information. The ProWein Forum, the new central lecture area in Hall 7.1, went down very well, as did the events at the stands of exhibitors themselves. The Central Tasting Zone, the FIZZZ Lounge and the special show “wine’s best friends” were also once again rated extremely highly by visitors. After the fair closed for the day over 90 enjoyable evening events delighted the local and international audience as part of “ProWein goes City”.
Save the Date: ProWine China 2013 and ProWein 2014
The information stand for ProWine China, to run in Shanghai for the first time from 13 to 15 November, generated a great deal of interest. The large majority of space available here has already been taken up by exhibitors from such countries as Argentina, Chile, Germany, Greece, France, Italy, Portugal, Spain, South Africa, Austria and the USA. Next year Düsseldorf’s ProWein will be celebrating its 20th anniversary. The dates are 23 to 25 March 2014.
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