From more spirits exhibitors to a new Business Forum, Prowein director Peter Schmitz says there is plenty to look forward to at this year’s Düsseldorf-based international wine and spirits exhibition.

The show, which has faced tough comparisons with Wine Paris, will be smaller this year, Schmitz confirms, but it will also have more to offer in terms of content.

He says the show will feature 5,000 exhibitors, down from 5,400 last year. The number of halls will also be reduced from 13 to 11.

“We are, so far, happy with the numbers, especially with all of the negative circumstances in the world. [The trade is] struggling in many regions, with decreasing wine consumption, climate change, cost increases, the global economic downturn and many more factors,” Schmitz explains.

In terms of exhibitors and content, Schmitz says the Pro Spirits element, which was new for 2024, will see more exhibitors.

“It’s more than a sub-brand because spirits are performing well,” he says. “We expect around 400-450 exhibitors,” which will include spirits producers in Prowein’s craft section, Same But Different.

This year will also feature spirits intelligence based on a producer survey around expectations and challenges. The results will be presented as part of the new Business Forum.

The Business Forum, Schmitz explains, sees masterclasses and talks separated into two entities for the first time.

The Business Forum, in Hall 16, will address current industry topics ranging from tomorrow’s wine consumers to modern wine marketing and sustainability.

“The new Business Forum is designed to provide the wine sector with guidance and present alternative options,” says Schmitz. “This is our response to the wish for more exchange on current business topics.”

The Business Forum will be organised and facilitated by American wine expert Cathy Huyghe.

The initiative will be bolstered throughout the year by a Business Talk series, which launched in October, and will continue later this month with the presentation of Prowein’s business report.

Elsewhere at Prowein, the Concept Store will return, showcasing new tech in retail, while the low and no alcohol section is expected to feature “double” the number of exhibitors seen in 2024.

Overall, Schmitz confirmed that he is expecting exhibitors from around 65 countries, while visitor numbers are expected to be in line 2024, at 47,000.  

Prowein takes place in Düsseldorf from March 16-18. Organisers have also rolled out a hotel booking platform in response to rising costs.