ProWein is set for a major shake-up in 2026 as organisers prepare to launch ProWein City Vibes – a refreshed city-wide programme designed to bring wine and spirits culture beyond the trade-fair halls and into the streets, bars and venues of Düsseldorf.
Running from 15 to 17 March 2026, the trade event will now be paired with a modern, lifestyle-led consumer offering that starts three days earlier on 12 March. The initiative marks the evolution of ProWein Goes City into a broader, more immersive and urban-focused concept intended to engage both industry and the general public.
Organisers say the move reflects a growing appetite to connect business and enjoyment more fluidly. The fair will maintain its B2B core during the day. Meanwhile, City Vibes will act as a bridge into the evenings via a programme aimed at wine and spirits lovers, food-focused urban audiences and the city’s wider hospitality scene.
“ProWein City Vibes is colourful, stylish, modern,” Frank Schindler, the new director of ProWein Düsseldorf since mid-October, said.
“It’s a statement that strengthens Düsseldorf as a contemporary destination for food, drink and events, while also making the evolution of our brand towards ‘ProWein Düsseldorf’ tangible – international, modern and human,”
With mounting competition from Wine Paris putting pressure on Europe’s biggest wine trade fair, the new format aims to position Düsseldorf itself as an integral part of the ProWein experience by creating a city-wide festival atmosphere.
The first activities announced include Noir, a French-styled launch night combining contemporary bar culture and music, and Love at First Sip, a wine-themed speed-dating event.
The programme is being curated with Düsseldorf-based event specialists Wellfairs, known for its culinary festivals across the region. Exhibitors, venues and gastronomy operators are invited to contribute ideas and collaborate, helping shape the calendar with their own activations.
Further programme details and additional event partners are expected to be announced in the coming months, with updates available via ProWein’s social channels.
