Prowein predicts 2023 trendsBy Alice Brooker
The executive director of Messe Düsseldorf, organiser of Prowein, has shared his projections for the industry trends of 2023.
Prowein is the international trade fair for wine and spirits. The event will next be held in Düsseldorf, Germany, from 19-21 March 2023.
At the trade fair’s latest media summit, held on 31 January 2023, Michael Degen, the executive director and member of the board of management of Messe Düsseldorf, shared his predictions for the trends that the spirits and wine industry should expect to see this year.
“[Regarding] packaging, something has gained speed over the last three years, during [Covid-19] as well,” he said, referring to sustainability within packaging.
“With the rising costs of the production process of glass and bottles, there is a focus this year on the alternatives to glass bottles, be it wine pouches, or aluminium cans, or even paper-based wine bottles now.”
Degen explained that there is a general question of how this impacts the industry, and “how does material influence the taste?”.
“Another trend is the low-and-no alcohol topic,” he continued.
“We already detected this trend at Prowein last year, and this year you will find it at the Same But Different exhibition.”
The Same But Different show will be a base for ‘trend seekers and all those who want to think outside the box and get inspired’, according to the trade fair.
“This is a huge trend which has something to do with Generation Z. Their behaviour with drinking alcohol is completely different to elder generations,” Degen said.
It was recently revealed that Peter Schmitz will become the new director of Prowein, taking over from Degen.
Last year, the event saw more than 38,000 visitors attend.