Prowein has launched a VIP Hosted Buyer Program with a particular emphasis on the UK as a key market. 

According to the fair, the program is designed to connect importers, distributors and senior decision makers at Prowein Düsseldorf 2026. 

The UK focus is intended to ensure that British buyers remain at the centre of the convention and global wine and spirits conversations. 

Selected buyers will also benefit from a curated experience designed to make their visit to Prowein more efficient. Benefits for these buyers include free travel and accommodation, VIP fair access and personalised business services. 

Prowein said that the program is open to senior UK trade professionals who have direct purchasing responsibility for wine and/or spirits; have clear sourcing interests by category, region or wine style; have influence over brand listings or portfolio decisions for retail chains, importers, distributors or hospitality groups; and have a strong standing within the trade community. 

Frank Schindler, director of ProWein Düsseldorf, said: “The UK continues to be a key market for international wine and spirits producers, setting trends and influencing global distribution strategies. 

“Through our VIP Hosted Buyer Program, we are making a clear statement of intent: ProWein is committed to supporting UK buyers with a focused, high-value platform that delivers real commercial outcomes.” 

UK buyers are encouraged to submit their applications early as places are limited.