ProWein creates a new home for spirits

The industry’s largest wine and spirits trade show is increasing its emphasis on spirits with a dedicated hall for all things distilled.

There has never been a better or more exciting time to work in the world of spirits. The sector is overflowing with innovation, and consumers are hungry for more, as the latest forecast data shows. According to Statista, sales will reach €601.70 billion (US$656.52bn) by 2027, when the average per-capita consumption will be 4.76 litres.

But those looking to immerse themselves in the global spirits world don’t need to buy a round-the-world ticket; for the latest new product developments and trends, simply head to ProWein 2024 for the inaugural launch of the ProSpirits hall. The addition to the 2024 event will complement the existing trend show, ‘Same but Different’, which covers craft spirits, craft beer, and craft cider.

ProSpirits in Hall 5 will neighbour the Same but Different concept in Hall 7.0. More than 300 exhibitors will be showcasing their best products from more than 40 countries, spanning 5,000 square metres – 1,000sqm more than last year’s ProWein show.

Visitors can expect to discover whisky brands from around the world, Cognac, brandy, and country pavilions celebrating Denmark, Greece, Ireland, Korea, Mexico, and the UK. Confirmed exhibitors include Osborne (Hall 5, stand D02), Molinari (Hall 5, stand B26), Hine Cognac (Hall 5, stand L33), and Borco (Hall 5, stand M54).

The Ireland pavilion will cover 350sqm – complete with its own masterclass area. Korea will be focused on showcasing the country’s national drink, soju. Mauritian producers will be taking guests on a rum-soaked journey of discovery, while Mexico will be showcasing some of its leading Tequila and mezcal producers.

Trends and tastings

“The ProSpirits Forum is the stage for exhibitors’ highlights and tastings,” explains Nicole Funke, senior project manager of ProSpirits and Same but Different. “Another highlight here will be the Trend Hour Tastings on the first and third day of the trade fair, where ProSpirits trend scout Jürgen

Deibel will flag up current industry trends, from the revival of character vodka to liqueurs and agave spirits, to innovative ready-to-drink options.”

There will also be a bar on stand 5A15 for guests to sample and compare products, and to participate in training sessions.

Same but Different will seamlessly continue its success story, presenting in Hall 7.0 some 120 exhibitors from 27 countries, spread across 1,100sqm of exhibition space. In addition to the 100 spirits suppliers, craft beer and craft cider specialists – such as Maisel & Friends and BRLO from Berlin – will also be available to discover.

“This combination of ProWein, ProSpirits and Same but Different is absolutely unique in the global wine and spirits industry,” adds Peter Schmitz, director of ProWein. “What’s more, whoever is interested in tomorrow’s trends should visit ProWein today. Here, the current industry trends are picked up on in Trendshows, Special Shows or Forums. This is of paramount importance to the trade buyers from retail, hospitality and food service.”

ProWein continues to be the largest and most comprehensive wine and spirits trade show worldwide. More than 50,000 industry professionals are expected to descend on Düsseldorf from 10-12 March 2024 to create new business opportunities, learn about the latest industry developments, and enjoy some delicious liquid from 5,700 exhibitors from 60 countries.

“No other trade fair offers international trade visitors from all over the world such a comprehensive, current and highly attractive line-up of ranges,” Funke says. This is an integral reason behind ProWein’s 30-year success.

And if ProSpirits proves to be a hit with guests, could a standalone show be on the cards?

“In principle, we are open to everything,” says Funke. “We have lots of ideas and are constantly working on new concepts. However, one thing is always paramount: the offering must be relevant to our international trade visitors, and offer them real added value. Everything else will follow.”

For further information about ProWein 2024, including the Ticketshop, visit www.prowein.com.