ProWein, the trade fair for wine and spirits, has announced that it will change its name to ProWein Düsseldorf. 

The fair said that the name change is part of a wider rebrand, which includes a fresh visual identity incorporating various national flags to symbolise its diversity and international presence. 

Alongside the branding changes, ProWein Düsseldorf has also announced a new motto – ‘shape, create, elevate’ – which it says is a call to the industry to actively shape the future, driving innovation and business. 

ProWein Düsseldorf also revealed a newly created Buyers Concierge Team, which will initially focus on buyers from the USA, Canada, Eastern Europe and Scandinavia. 

For buyers within a 350km radius of Düsseldorf, the organiser will also offer day visits to ProWein Düsseldorf through centrally coordinated complimentary bus transfers from key locations in Germany, Belgium and the Netherlands. 

Further improvements for the 2026 show include a more refined matchmaking tool, a redesigned ProWein Zero section in Hall Five and a new layout of Halls One to Seven, with the ProSpirits area now occupying two entire halls for the first time. 

Marius Berlemann, chief operating officer of Messe Düsseldorf, commented: “We do not define ourselves solely by our past but are consistently developing ProWein Düsseldorf to be the leading trade fair.  

“Staying innovative and agile is essential, especially in a challenging market situation such as the one we are currently experiencing. Just as every participant in the wine and spirits industry must now carefully rethink and adapt their strategy, we too are critically examining ourselves – and energising ProWein Düsseldorf with fresh, innovative ideas.” 

Image credit: Messe Düsseldorf / ctillmann