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Unmissable spirits exhibitors at ProWein 2017

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.

Expansion plans

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.

Bulbash

Stand: Hall 11, D11
Belarusian producer Bulbash is travelling to ProWein in high spirits – key Eastern European regions are in recovery, and “2017 seems to be more colourful,” says Alina Zhuk, Bulbash overseas export manager. That said, competition remains high – and the company is relishing the opportunity to meet with buyers at ProWein. Front and centre at the show will be Malt Vodka, a concept launched in 2016. “We develop our art in producing natural vodkas, and could consider ourselves professionals in this direction,” she continues. “Today we see high interest to our eco products.”

They say: “Malt Vodka is absolutely different – we use a spirit that is based on malted milk, instead of
commonly used artificial ferments,” Zhuk adds. “As a result, the vodka has a delicious taste and a naturally smooth finish.”

Amber Beverage Group

Stand: Hall 12, C76

Latvia-based Amber Beverage Group returns to ProWein for a third outing, but this year the company has an expanded portfolio in tow. In addition to vodka brands Stolichnaya and Moskovskaya, Amber Beverage Group will showcase the characteristic calaveras skull bottles of recent acquisition KAH Tequila. Part of the Fabrica de Tequilas Finos deal, announced at the end of 2016, the brand is made from 100% Blue agave with three expressions on offer: blanco, reposado and añejo. Completing the stand is Riga Black Balsam, the classic bitter brand which dates back to 1752.

They say: “Our expertise in spirits has helped us to create a reputation of quality vodka producer and new project developers for number of market-leading private label beverages,” says Dana Hasana, communications manager, Amber Beverage Group. “So, besides our owned brands we’ll be showcasing a number of private brands like Killer Queen Vodka; Dannoff Vodka ; Tazovsky Vodka and others.”

Tovaritch Spirits International

Stand: Hall 12, C75
With Prowein the “number one international trade fair” for Tovaritch!, the brand will use the show to further build relationships with long-term partners in Asia and Central Europe, as well as seek out new customers, says Elena Manuylova, head of Tovaritch Russia. Brand ambassador Eli Aliman will be on-stand and on- hand to bring the product to life, share mixing tips and even stir up some cocktails served specially in 500ml branded jars. In addition, the brand will unveil its revamped bottle design, developed to appeal to the “international hipster crowd”.

They say: “Now that Tovaritch! is the third Russian vodka in the UK market, our biggest challenge is to solidify this position in the years to come. We are planning to achieve this goal by sustaining our commitment to consistent excellence. Tovaritch!’s outstanding quality has been its competitive advantage since the very beginning, and we are going to continue using this ace in the global battle for consumers.”

Bardinet

Stand: Hall 12, A71
French drinks group Bardinet is set to return to ProWein this year with a key market focus on European countries, including those in Central Europe. The brand will highlight its key products, including Sir Edward’s, with the launch of new Sir Edward’s Smoky, and Glen Moray Single Malts’s new heritage range including its 12-, 15- and 18-year-old expressions. In addition, the company has unveiled a new online documentary, called the Glen Moray Experience. The firm will also showcase its Negrita Rum with a new packaging design and its new Añejo Reserve, Brandy Bardinet and a new look for its eponymous liqueurs and syrups brand.

They say: “ProWein is a very attractive and popular show in the industry. The key is to meet our main customers, with the majority of our meetings having been set up in advance.”

Burlington
Stand: Hall 12, D87

A Prowein exhibitor since 2011, Burlington is looking out for new opportunities and is seeking to meet any delegates with an interest in its range of spirits. The company will be showcasing its range, including London dry gin Half Crown Gin, Red Griffin Vodka, and Firean Whisky, which will be relaunched in a new bottled format at the trade show. The lightly peated Scotch whisky is made of a blend of Highland and Speyside whisky and aged in ex-Bourbon, American white oak and hogshead barrels.

They say: “Artisanal spirits are really taking off at the moment but most of these come at a higher price point. We felt that there was a gap in the market to take a premium artisan product and make it affordable for consumers and bartenders alike. This is exactly what we have done with Red Griffin Vodka, Half Crown Gin and Firean Whisky, which we are now selling in the UK to both retail and HORECA, as well as internationally.”

Chabot Armagnac
Stand: Hall 12, A26

Chabot Armagnac will be showcasing its flagship Chabot Armagnac products, Chabot Napoleon, Chabot XO and Chabot Extra, at the trade show. Thanks to its strength in global travel retail, the company has strong brand awareness in Asia, especially in China. The brand is always on the look-out for partners who have access to the right customer profile for Armagnac. At the stand, Chabot Armagnac will have tastings with specific partners, believing that the best way to understand Armagnac is through the product itself – its story, aroma and structure.

They say: “This is a great opportunity for us to meet with existing customers, review coming plans for the year and also network in the industry. Our strategy is to lead the growth of the Armagnac category in EMEA with Chabot Armagnac. As we recently opened a new office in London to better support the region it makes sense for us to be at the show.”

Duncan Taylor Scotch Whisky

Stand: Hall 12, E74
Duncan Taylor Scotch Whisky is a long-time ProWein exhibitor with the ongoing ambition to offer the highest quality products, from rare single malts through to “daily drams”. The company will be meeting with importers from top malt and blend markets such as the US, Germany, Taiwan, France, Russia, Japan and China. Its products, Scottish Glory and Black Bull Blends, are generating interest from markets including Mexico, Brazil, Vietnam, Thailand, Singapore and Hong Kong. The brand’s Indian Summer saffron-infused gin appeals to craft gin drinkers “looking for interesting and natural flavours”, while Scottish Glory Blended Scotch is targeted at large, multiple retailers looking for “quality at an exceptional price”.

They say: “We offer a wide range of single cask, cask-strength single malts, grain whiskies and rums. When you only get 200 bottles from a cask, each cask is technically a new release. It’s the nature of our business, and our constantly changing list of exciting products is one of the main factors that keeps our customers coming back.”

Kremlyovskaya vodka

Stand: Hall 12, E73
Kremlyovskaya is returning to ProWein for its second year with the aim of developing its distribution network, strategy and communication. One of its core strategies focuses on cocktails and mixology, with the company providing demonstrations of traditional cocktails at its stand using Kremlyovskaya vodka. Alongside the stand, the brand is working to develop its presence in cocktail culture through its online mixology section at Kremlyovskaya.com. The company will be showcasing its main product, The Key Element, which was born in Russia and produced in France. Kremlyovskaya is a triple-distilled vodka that shares its name with the main street of the city of Kazan, Tatarstan, Russia.

They say: “The main challenge is to be unique when there are lots of competitors. For that, we don’t propose that people only enjoy and drink our vodka, we propose to be part of history, part of a unique and high-quality product, and be part of drinking culture.”

Spiridom

Stand: Hall 12, B80
Prowein has become an “unmissable” event for Spiridom, who is looking to consolidate its position in Eastern Europe, most notably in Poland and Russia. It will present a large selection of rums from Martinique (Clément and JM), Guadeloupe (Damoiseau) and Saint Lucia (Chairman’s Reserve and Admiral Rodney) at ProWein. Its brands are dedicated to consumers and professionals looking for “true rums with strong heritage and renowned quality”. This year’s event will be the first time the new range of Chairman’s Reserve rums from Saint Lucia will be showcased.

They say: “With a growing worldwide demand for aged rum, we are in the process of doubling our cellar capacities in Martinique and Saint Lucia. We are working harder to maintain exclusive quality and to be able to surprise our consumers with new releases and/or limited editions every year.”

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