This year ProWein is shining a light on spirits and other drinks favoured by bars and restaurants. The Spirits Business examines why there’s a focus on the on-trade in this edition of the show, and what to look out for.
It’s that time of year again when the drinks trade packs its bags and decamps to Germany for one of the industry’s largest trade fairs – ProWein.
From 19-21 March, more than 6,300 exhibitors from 60 countries will arrive in the city of Düsseldorf, along with 55,000 trade visitors from around the world – a 6% increase from last year.
Visitors can expect to find more than 400 spirits exhibitors, both ProWein regulars and newcomers alike, with focuses on the sector found across the show.
A session at ProWein will be devoted to the theme of packaging and design, which presents the current trends and developments in this segment.
In addition, the ‘Same but Different’ show will present unusual ideas and creative marketing methods to do with wine and spirits, including brands such as Our/Vodka and corn schnapps brand Storch Manufaktur.
Making its second appearance at ProWein this year is vodka brand Kremlyovskaya, which hopes the show will bring an opportunity to expand outside of its existing core markets of CIS countries, as well as Europe, Central America and China.
Marina Urtane, head of exports at Kremlyovskaya, said: “ProWein is one of the biggest professional wine and spirits shows in the world. During the show you can meet customers from all over the world.
“It is a good place for professionals to meet, where you can see all new-world tendencies, represent your product and receive feedback from professionals and customers.”
For those who are keen to tap into the most recent cocktail trends, the Fizzz Lounge, which was introduced last year with a focus on lower abv ‘shim’ cocktails, will return with a new emphasis on emerging bar trends, including pairing coffee, craft beers and wines with spirits. Award-winning bartender and mixologist Tom Weinberger has developed the exclusive cocktails on the main list and will head bar operations on all three days of the trade fair.
On Sunday, German bartender Stephan Hinz will be going through the new uses and preparations for coffee, such as cold drip, cold brew and nitrogen-enriched pours, which are being tipped as inventive and different ingredients to pair with spirits.
Bartender Lukas Motejzik will host a masterclass on how wine can complement rum and aged spirits on Monday. While the following day, bar consultant Moritz Niederstrasser will be hosting a live demonstration on pairing craft beers with spirits such as whisky or Tequila.
Boost show’s appeal
The moves come as part of new boss Marius Berlemann’s plans to boost the show’s appeal to bars and restaurants, which has also seen him up the level of gastronomy and food offered at the show, including opening a new temporary outdoor space for food trucks in between Halls 9 and 17.
The outdoor area will contain seating for 500 people and will showcase a diverse array of cuisines.
A visitors’ guide will also be distributed free of charge at all entrances to the fair and will contain a hall map plus a list of all exhibitors, while the newly designed ProWein website will offer visitors all key information – and don’t forget, the event will now open at 9am and run until 6pm.
The final programme of themed tastings, lectures, market analysis and trends briefings in the ProWein Forum is still being determined. For the complete list of exhibitors at ProWein 2017 and where you can find them, visit the trade fair’s website: Prowein.com.
Over the following pages we highlight a selection of spirits producers who will be showcasing their wares at this year’s event – read on for a preview.