The Spirits Business Hub at ProWein – day one schedule
Have you heard? The Spirits Business will be hosting three days of talks and tastings at ProWein 2025 – here’s everything to expect on day one.
Wine and spirits trade show ProWein will return to Messe Düsseldorf in Germany from Sunday 16 March to Tuesday 18 March.
Over the three-day event, The Spirits Business will have its own hub in Hall 7, Stand CO1, where it will host daily talks and tastings, titled ‘Spirited Conversations: Insights with The Spirits Business and Industry Leaders’.
“We cannot wait to welcome guests to The Spirits Business Hub at ProWein – for anyone with a keen interest in the spirits trade, these sessions will provide valuable insights and discussions,” said Melita Kiely, editor-in-chief of The Spirits Business. “We want these sessions to be informative, inspiring and enjoyable.
“We understand it’s a challenging year for the industry, and many of our seminars have been specifically designed to help brands, buyers and bartenders navigate these headwinds.”
Kiely will open the sessions on Sunday 16 March at 10.05am with a brief introduction, which will lead into the first talk of the series – ProSpirits Report: The Future of Spirits.
Highlights from the three-day event include a Q&A with The Vampire Diaries actor and co-founder of Brother’s Bond Bourbon Ian Somerhalder.
Many products from The Spirits Business’ Top 50 Most Innovative Spirits 2024 compilation will also be available to sample at the stand.
Below, we outline further details about what to expect from each session on Sunday 16 March.
The full schedule of Spirited Conversations is available to view online, where visitors can also register their interest for any of the talks.
Sunday 16 March
10:05am: Introduction from The Spirits Business
Editor-in-chief of The Spirits Business Melita Kiely will give a short introduction ahead of the sessions. Be sure to take your seats as this will lead straight into the first seminar below.
10.15am – ProSpirits Report: The Future of Spirits
Join us as we take a deep dive into the inaugural ProSpirits Report: The Future of Spirits. Drawing on insights from more than 200 international industry experts, the report covers the current state of the spirits industry, opportunities for growth, trending spirits categories, expectations for market segments and sales channels, international spirits markets, and more. Leading brand representatives will sit alongside the report’s lead researcher to weigh in on the findings, and to share their own experiences and insights. This seminar promises to be an excellent opportunity to stay ahead in this rapidly changing sector.
Speakers: Melita Kiely, editor-in-chief of The Spirits Business, professor Dr Simone Loose, Hochschule Geisenheim University, Donatien Ferrari Group, communications manager for La Martiniquaise-Bardinet and Nikša Pirović, founding manager for Pacific & Lime.
12:30pm – Vodka’s Enduring Appeal: Sustaining Global Dominance and Revitalising its Cool Factor
Join Matthew Brennan from Tito’s Vodka, and Mohit Singh from Desi Deru Vodka for an insightful session exploring why vodka remains at the forefront of the global spirits market, with unrivalled consistency and popularity. Delve into the key drivers behind its lasting success, its continued dominance, and the strategies that help sustain its impressive global volumes. Uncover innovative ways to refresh vodka’s image, to make it more dynamic, fashionable and appealing to the next generation of consumers.
Speakers: Melita Kiely, editor-in-chief of The Spirits Business, Matthew Brennan, commercial manager for Tito’s Vodka, Mohit Singh, founder of Desi Deru, Zak Oganian, founder of Origen X (owner of Mikolasch Vodka).
2pm – Collaborate to Elevate: Rethinking Brand Building and Distribution Strategies in a Changing Industry
Join Tipple founder Eoin Bara for a conversation focused on global spirits distribution. Eoin will share his unique perspective on brand-building, and new, advanced ways of securing that coveted distribution deal. This session will also explore how to develop a distinctive brand in today’s market, what distributors are looking for, and practical strategies for securing effective distribution partnerships. Gain insights to effectively build your distribution strategy while adapting to the challenges of a changing industry landscape.
Speakers: Melita Kiely, editor-in-chief of The Spirits Business and Eoin Bara, CEO of Tipple.
4.30pm – How AI-Driven Software is Driving Personalised Experiences
How is AI-driven software being used to create truly personalised experiences? In e-commerce and hospitality settings, using web, mobile and GenAI technologies can take your operations to the next level. How can software work with on-trade and off-trade professionals, aiding the work that takes place both front and back of house, to drive engagement, sales and customer loyalty? Join us as we explain how to utilise AI technology to craft dynamic experiences in a cost-effective way. A tasting of rare whiskies will accompany the talk.
Speakers: Patrick Schmitt MW, editor-in-chief of the drinks business, Andrew Sussman, co-founder and CTO of Preferabli, Danny Cooper, chief information and digital officer of Virgin Wines, José Amado-Blanco, CEO of Vinarte and Colin Hampden-White, whisky expert for Preferabli.
5.15pm – Thomas Henry Presents: Happy Hour at The Spirits Business Innovation Bar
Join Thomas Henry, the official partner of The Spirits Business Innovation Bar at ProWein 2025, and the talented team at The Rumah, Rotterdam, for a relaxed happy hour. Enjoy expertly crafted cocktails and good conversation in a laid-back setting – perfect for unwinding and connecting with fellow visitors.
Related news
BTS: The Spirits Business Hub at ProWein 2025
