The organisers of ProWein have revealed plans to sharpen its profile and “reposition itself as Europe’s leading trade fair for wines and spirits”, by restricting exhibitor numbers, introducing new initiatives, and removing barriers to access.

Plans for the 2027 show include offering a contingent of 400 hotel rooms at E120 per night, thanks to a partnership with Visit Düsseldorf/ Düsseldorf Tourismus GmbH, to ensure ProWein “remains both predictable and affordable”.

Another advantage, the company said, is the new U81 metro line, which from September 2026 will connect Düsseldorf Airport directly to the North Entrance of the exhibition grounds.

Frank Schindler, who took over as Director of ProWein Düsseldorf in the autumn of last year, said: “We have listened very carefully to the industry over the past few months and understand what businesses currently need most. These are challenging times for the wine industry, but I am confident that ProWein is a strong long-term partner for all participants – and not just during the trade fair itself, but throughout the year.”

The show’s raison d’etre, said Schindler, can be presented under the motto: “Focus. Proximity. Industry.” The show will be taking a “smart, forward-looking” approach by focusing on the visitor side. Through its Hosted Buyer Programme, buyers from the DACH region, Benelux, Eastern Europe, Scandinavia, and the UK, as well as top buyers from Asia, Africa, and the Americas, will be specifically invited to Düsseldorf. The aim is to provide exhibitors with a highly targeted and revenue-generating proposition.

For buyers traveling to Düsseldorf from Germany and around the globe, the trade fair sees itself as a trend scout and a tool for the future. One example of this is the new Discovery Zone, an affordable, community-oriented exhibition format where young, small, and innovative businesses can present themselves for the first time. This curated shared exhibition space is designed to encourage personal interaction and networking. Trade visitors will be able to immerse themselves in future-oriented topics and make new discoveries.

To improve orientation, the new hall concept introduced this year (2026) will be retained. With shorter walking distances, it simplifies the trade fair experience for visitors and helps return ProWein to the efficient and focused format for which it was originally established in 1994.

“It was particularly important to me to ensure long-term stability for our visitors and exhibitors,” explained Schindler. Therefore, a cap on exhibitor numbers has been introduced. Not only for 2027 but in subsequent years, ProWein will remain limited to approximately 4,000 exhibitors in order to avoid overloading infrastructure and to guarantee a positive overall experience for both exhibitors and visitors.

To continue offering an attractive proposition, particularly for young, small, and medium-sized businesses, ProWein has decided not to apply an inflation-related price increase for the upcoming edition. As a result, the price per square metre will remain unchanged.

The trade-only exhibition for wines and spirits will continue to be held annually in March (7th-9th 2027) at Messe Düsseldorf.