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Discover the taste of tomorrow: ProWein 2025
ProWein is set to return this year with a focus on helping businesses navigate the future, and The Spirits Business will play a major role in the event, with a special hub featuring tastings, lectures and a focus on innovation.
The challenges on the horizon for the global spirits industry are complex and plentiful. As a result, it means international trade fairs, like ProWein, have become even more important. When the world changes, the industry must also adapt – and ProWein 2025 will present itself in a fresh, modern style. “ProWein serves as an essential hub for the global wine and spirits industry to address challenges collectively,” says Nicole Funke, senior project manager ProWein/ProSpirits at Messe Düsseldorf.
A key offering from ProWein to serve this demand will be the event’s new Business Forum. The platform will examine challenging issues, and provide a space to help the trade develop sustainable solutions. “The ProWein Business Forum is our response to the demand from many exhibitors and visitors for more opportunities to exchange ideas on current business topics,” Funke says. “The Business Forum is designed to provide the wine and spirits industries with guidance and present innovative solutions.”
‘Discover the taste of tomorrow’ will be the motto for the 2025 event. From 16 to 18 March, the world of wine and spirits will descend on Düsseldorf in Germany for the annual three-day event, eager to discover the exhibitors, seminars, masterclasses, and events that will help them prepare for the year ahead. For the spirits industry specifically, 2025 will welcome the return of ProSpirits, after a successful launch in 2024.
“We’re thrilled to say it exceeded our expectations,” says Funke. “The concept resonated strongly with both exhibitors and visitors, drawing significant interest from key stakeholders across the spirits industry. The feedback highlighted the unique value of a dedicated spirits platform within ProWein, creating tailored opportunities for networking, education and business development. The 2025 edition of ProSpirits is set to surpass the impressive results of 2024; we expect around 400 exhibitors from 56 countries in Halls 5 and 7.0.”
Australian presence
Of these exhibitors, a number will be new to ProSpirits, such as Beluga Vodka and Karloff Tatratea. Plus, there will be a much bigger Australian exhibitor presence in 2025.
“What is particularly exciting is the introduction of The Spirits Business Hub in Hall 7.0,” comments Funke. “This brand new event area will feature tastings, lectures, and the presentation of the 50 most innovative spirits, organised by The Spirits Business.” The annual list of most innovative new launches, compiled in-house by The Spirits Business editorial team, spans all manner of creative new releases from 2024, from unusual base materials, distilling unwanted, wasted materials, and experiments with cask finishes to hybrid blends and world-first bottlings.
“We are also delighted to welcome back our trend scout and spirits expert, Jürgen Deibel,” Funke says. “We will organise guided tours with him for the first time. Twice a day, he will lead small groups to explore the trends and highlights at ProSpirits, providing detailed and expert explanations.”
Key trends Deibel will explore during his tours include: the evolution and ‘ever green’ development of whisky/whiskey; traditional lower-alcohol beverages such as vermouth; the growth and diversity of rum; and the rise and development of fruit brandies.
“We anticipate around 5,000 exhibitors from across the globe in 2025, encompassing both wine and spirits,” Funke notes, in keeping with the numbers received in 2024. “A growing share is dedicated to the spirits sector, reflecting its dynamism and diversity. We hope to welcome approximately 50,000 professionals across all halls of ProWein. This includes strong representation from buyers, importers, and distributors specialising in spirits. The growth of ProSpirits specifically is expected to draw increased attention from international spirits brands and craft producers alike.”
Critical insights
The focus on spirits is clearly ramping up at ProWein. For the first time, on 14 January, the annual ProWein Business Report will also include valuable insights into the spirits sector and the current market landscape. ProWein is confident the materials will provide “critical insights for stakeholders”.
“Another vital component,” says Funke, “is the ProWein Business Talk series. It is an exciting online format where expats are able to exchange ideas on industry-relevant topics such as ongoing digitalisation. By bringing the industry together, ProWein promotes resilience, and creates opportunities for exhibitors and visitors to thrive.”
For the latest updates, including the full list of 2025 exhibitors and schedule for ProWein 2025, visit prowein.com.
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