This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
Feature
Preview: ProWein 2025
ProWein is giving a greater focus to spirits for the 2025 event, with The Spirits Business Hub set to deliver three packed days of talks and tastings.
In the Northern Hemisphere, March marks the start of spring, and with it come longer days and a sense of rejuvenation. In the drinks industry calendar, it also coincides with one of the world’s leading wine and spirits trade fair, ProWein, with the German city of Düsseldorf springing to life as brands, buyers, distributors, and hospitality professionals unite for three days of networking, masterclasses and tastings.
This year’s ProWein show will fall on 16‐18 March, with more than 5,000 exhibitors from 65 countries set to showcase their latest products at Messe Düsseldorf.
“ProWein is like a miniature cosmos of the global wine and spirits industry – a journey around the world in just three days,” says Nicole Funke, senior project manager ProWein/ProSpirits at Messe Düsseldorf. “With exhibitors from 65 countries, visitors can explore an unparalleled diversity of wines and spirits, ranging from market leaders to niche producers.”
The last edition of ProWein brought an enhanced focus on spirits as it saw the debut of ProSpirits, which will return in 2025 in Halls 5 and 7. These two halls will solely focus on spirits, with 400 exhibitors from 56 countries expected to attend this year’s show, spanning a wide array of segments from agave spirits to rum.
“This dedicated spirits area at ProWein highlights both established global brands and innovative craft producers, offering trade visitors a comprehensive look at the latest trends in the industry,” says Funke.
In addition, there will be dedicated pavilions from Ireland (Bord Bia), Northern Ireland, Greece (Enterprise Greece), Great Britain, Korea, and Mexico, which will showcase regional spirits specialties, from Irish whiskey and ouzo to Korean soju and mezcal.
Located in Hall 7, the Same but Different area will be transformed into a “vibrant concept hall with a stylish bar atmosphere”, says Funke, with exhibitors such as Reinland Distillers and San Cosme Mezcal showcasing their latest creations.
“The expansion of ProSpirits in 2025 underscores the growing significance of the spirits sector at ProWein,” Funke explains. “Spirits have evolved from a complementary category into a strategic pillar of ProWein.
“What started as a segment within the trade fair has now grown into ProSpirits, a dedicated platform that highlights the increasing demand and innovation in the global spirits industry. We are particularly pleased that spirits will have a stronger presence than ever before.”
The Spirits Business Hub
She adds: “Beyond numbers, the introduction of The Spirits Business Hub, with curated expert panels, demonstrates how ProWein has deepened its commitment to the sector, offering tailored networking, trend insights, and business opportunities.”
For the first time, the show will launch its ProSpirits Report: The Future of Spirits, a collaboration between ProWein and Geisenheim University. It will be presented at the Business Forum on 18 March at 2pm, offering insights from industry experts.
Spirits expert Jürgen Deibel will lead guided tours as part of the ProSpirits experience, with a focus on trends. This will be divided into three tours: ProSpirits – Trends 2025 and Expertise ‘to go’ gives a comprehensive overview of the latest industry trends, while Spirits Insights for the Trade: Whisk(e)y, R(h)um & More is specifically designed for retailers and specialist trade professionals. The Taste Meets Expertise – ProSpirits Tour for Restaurateurs aims to help restaurateurs elevate their spirits offering.
Among the key categories and trends to be put under the spotlight are low‐ and no‐alcohol, and premium rum. “The low‐ and no‐alcohol trend continues to grow, with sophisticated alternatives such as alcohol‐free ‘spirits’, vermouths, and botanical distillates catering to mindful drinking preferences,” Funke says. “At the same time, rum is undergoing a premiumisation boom, with aged, single‐origin, and spiced varieties attracting new audiences.”
Funke also highlights emerging whisky regions with Japan, Taiwan and India gaining traction. “Another highlight is the revival of fruit brandies, herbal liqueurs, and apéritifs, particularly in Central and Eastern Europe, where distillers are blending tradition with modern techniques,” she notes.
Changing behaviour
Meanwhile, the ProWein Business Forum debuts this year as a think tank for the industry, covering topics like changing consumer behaviour, AI‐driven marketing, and sustainability. ProWein is also helping visitors to connect through its new smart matchmaking tool, Fair Match, which is designed to arrange meetings more efficiently.
In addition to ProSpirits, the show offers special showcases and tastings zones, such as ProWein Zero, the Champagne Lounge, the Concept Store, Organic World, and the Masterclass Forum. There’s also something for gastronomy fans, as food and wine pairings will take centre stage at the show, featuring interactive workshops and live cooking sessions from top chefs and experts.
Funke adds: “With a mix of business‐driven insights, trend‐setting showcases, and hands‐on experiences, ProWein 2025 isn’t just a trade fair – it’s a glimpse into the future of the wine and spirits industry.”
The Spirits Business also has an exciting line‐up of seminars planned, alongside our pick of must‐visit exhibitors at this year’s ProWein.
Welcome to The Spirits Business Hub
Every day during ProWein, The Spirits Business will be hosting talks and tastings at The Spirits Business Hub in Hall 7, stand C01. The series, titled ‘Spirited Conversations: Insights with The Spirits Business and Industry Leaders’, will cover topics from the threat of tariffs on the trade and a report on the future of the spirits industry to new ways of securing distribution deals, and how brands can harness the power of AI.
Not only that, but The Spirits Business will welcome The Vampire Diaries actor and co‐founder of Brother’s Bond Bourbon Ian Somerhalder to the stand for an exclusive Q&A conversation. Places for all the talks will be available on a first‐come, first‐served basis – so be sure to arrive early for our talks to secure your spot.
Sunday 16 March
10.05am – Introduction from The Spirits Business
Editor‐in‐chief 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.
12.30pm – Vodka’s Enduring Appeal: Sustaining Global Dominance and Revitalising its Cool Factor
Join Matthew Brennan from Tito’s Vodka, Mohit Singh from Desi Daru Vodka, and Zak Oganian from Origen X (owner of Mikolasch Vodka) for an insightful session exploring why vodka remains at the forefront of the global spirits market. Delve into the key drivers behind its lasting success, its continued dominance, and the strategies that help sustain its impressive global volumes.
2pm – Collaborate to Elevate: Rethinking Brand Building and Distribution Strategies in a Changing Industry
Tipple founder Eoin Bara 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 market challenges.
4.30pm – How AI‐Driven Software is Driving Personalised Experiences
How is AI‐driven software being used to create truly personalised experiences? 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.
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, 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.
Monday 17 March
10.30am – The Future of Spirits Pricing: Balancing Brand Prestige with Economic Realities
Join us for a discussion on how rising global costs are shaking up the spirits market, and the impact this is having on both premium and value‐driven categories. As inflation and supply chain disruptions contribute towards rising production costs, brands must navigate the challenge of preserving their price positioning. How can this be done while protecting consumers, who are also feeling the pinch? We’ll explore how these economic pressures influence different price points.
12pm – How Technology is Transforming the Drinks Industry: From Production and Maturation to Consumer Engagement
Join Rob Hollands from Proof 8 as he discusses the transformational opportunities that new technologies are providing for producers, warehouses and marketers. From AI to transparent supply chains powered by blockchain and smart sensors, we’ll explore how organisations can leverage technology to optimise production and unlock new levels of traceability and transparency.
Discover the transformational benefits of connecting each stage of the spirits supply chain, from grain to glass, with real‐world examples of how untapped data is accelerating growth, automating financial and compliance requirements, enhancing recipes, managing cask ownership, and optimising warehousing and maturation. Hollands will discuss the digital transformation of the spirits industry and how to successfully balance the craft and heritage of spirits production with the benefits of innovation and digital transformation.
1.30pm – Why Tequila is Taking Over
Tequila has long outgrown the ‘slammer days’, with a new age of agave appreciation driving Tequila popularity, premiumisation and innovation. Join fourth‐generation Tequila distiller Grace González to find out more about what’s behind the market rise of Tequila and the spirit’s growing appeal among a broad demographic of consumers.
3pm – Spirited Women: Distilling Success
Join Malka Roth, co‐founder of Casa Malka Tequila, and Isobel and Imogen Armstrong, co‐founders of Secret Garden Distillery, for a thoughtful panel discussion on the impact of women-founded spirits companies. This session will highlight the stories of women who are making their mark on the drinks industry, discussing their journeys, challenges, and successes. Gain insights into how they’re influencing the future of the spirits world and driving change in the industry.
4.30pm – Bonding Over Bourbon: A Conversation with Ian Somerhalder
Join The Spirits Business for an exclusive conversation with actor, entrepreneur and whiskey enthusiast Ian Somerhalder, as he delves into the story behind his Brother’s Bond Bourbon brand. From his passion for whiskey to the challenges of building an authentic spirits brand, Somerhalder will share insights into craftsmanship, the importance of sustainability, and his journey from screen to spirits.
Tuesday 18 March
10.30am – Tariff Wars: Navigating the Impact on Transatlantic Spirits Trade
The spirits industry has been caught in the crossfire of tariff disputes between the US and the EU/UK, and China, and more countries risk becoming targets. Industry experts will discuss the strategies brands and businesses are employing to adapt, the role of diplomacy in resolving these disputes. Join us for an honest discussion about the complexities of tariff conflicts and how the spirits industry can prepare to weather these economic storms together.
12.30pm – Raising the Bar: Trends, Challenges and the Future of Cocktail Culture
By empowering staff and consumers with a deeper understanding of what makes a great drink, businesses can boost confidence, encourage upselling, and foster stronger customer loyalty. Our experts will share insights on leveraging cocktail expertise as a tool to drive sales growth, build trust, and stand out in a crowded market.
3pm – An Evolving Landscape: Latest Insights into the World of Spirits
What does the future hold for the spirits industry in 2025? Join The Spirits Business as we share the latest data about the global spirits industry. We will look at which categories are poised for growth and those facing falling sales – and ask, why? From trends to new product developments, the global spirits landscape is constantly evolving. These insights will leave you equipped with additional information on how to navigate this fast‐ moving sector – a must‐attend session for anyone seeking insights into what’s next for the world of spirits.
Below we highlight a selection of spirits stands worth visiting during ProWein 2025.
AliasSmith
Stand: L12, Hall 5
If you’re looking to discover a wide range of Mexican spirits, head to Stand L12, where Stockholm‐based distributor AliasSmith showcases an array of exciting agave spirits brands. The stand will feature La Gritona, Mezcal Trascendente, Tequila Los Tres Toños, Tequila Celosa Rosé, and brands from Casa Lumbre, including Ojo de Tigre and racing driver Lewis Hamilton’s non‐ alcoholic agave ‘spirit’, Almave. The distributor will also showcase Tequila Siete Leguas at ProWein for the first time.
Marking another milestone for the distributor, AliasSmith is introducing Jumpify, its new logistic platform, to the trade. The platform helps brands to establish a stronger presence in the European market.
Through the new initiative, AliasSmith will represent brands such as Esquisito and distilleries such as Mi Familia, Casa Loy, and Alma de México at the show. The distributor hopes to continue its tradition of building connections through in‐person meetings and welcomes visitors to engage in candid discussions about industry challenges and opportunities.
Brother’s Bond Bourbon
Stand: K59, Hall 5
Looking for star quality at the show? Look no further since Brother’s Bond Bourbon, co‐founded by The Vampire Diaries actors Ian Somerhalder and Paul Wesley, is set to make its first major international trade show appearance at ProWein. The brand will showcase its whiskey range at Stand K59 in partnership with its new distributors, Brand Ventures and Amsterdam Warehouse, and is hoping to catch the attention of importers and buyers in the UK, EU, UAE, India and Asia.
Vincent Hanna, CEO and co‐founder of Brother’s Bond, says: “As the most followed alcohol brand in the world on Instagram, we have lots of Brother’s Bond fans around the world waiting to be able to get it in their market.”
For a chance to catch the brand’s co‐founder Somerhalder in action, the actor will join The Spirits Business at Stand C01 in Hall 7 for a special Q&A, ‘Bonding over Bourbon: A Conversation with Ian Somerhalder’, on Monday 17 March at 4.30pm.
Casa Redondo
Stand: C15, Hall 7
ProWein has been historically one of the most important events in Casa Redondo’s calendar, and even more so now that the Portuguese company has invested in the global expansion of its brands.
“Since the acquisition of Safari from Diageo last year, we have been approached by multiple potential partners which has also opened some new very interesting growth opportunities not only for Safari but for the rest of the strategic brands in our portfolio, namely Licor Beirão, our flagship brand, and Per Se, our premium apéritif,” says Tiago Patrão, CEO of Casa Redondo International.
“Being present at ProWein is then essential in our growth roadmap for the next couple of years.” The company will be looking to grow the footprint of Safari beyond existing markets, and ProWein visitors will have the chance to sample the brand in different mixers at the Casa Redondo stand.
Clonakilty Distillery
Stand: J17, Hall 5
Exhibiting for the sixth year in a row at ProWein, Ireland’s Clonakilty Distillery is hoping to reach importers and distributors from Scandinavia to Australia looking to fill the gap of premium single pot still Irish whiskey in their portfolios. Clonakilty Single Pot Irish whiskey will take centre stage at the brand’s stand this year, marking its debut at the show.
The brand will also showcase its range of blended whiskeys, made with both Clonakilty Single Pot Still and grain Irish whiskey, which are said to offer a great point of differentiation in a crowded market.
Michael Scully, founder of Clonakilty Distillery, welcomes visitors to the brand’s stand: “We can bring you an interesting and authentic conversation with some great‐tasting whiskey. What more does one require?”
Cognac Frapin
Stand: F30, Hall 10
For Cognac Frapin, ProWein has become an anticipated annual fair with an opportunity to connect with new and existing importers, meet potential customers and discuss trends in all spirits categories.
The Cognac producer hopes to reach buyers from new markets, including countries in Asia, Africa, and South America, where the brand sees growth potential. Frapin will be highlighting its global range of Cognacs, from entry‐level Frapin 1270 and VSOP all the way up to its prestige expressions, such as Frapin Plume and its Cuvée Rabelais.
This year, the brand also has something special planned for the event, as Thomas Soret, communications manager at Cognac Frapin, reveals: “We will launch a new Cognac. It is done in partnership with a celebrity, but it is too early to speak about it. You will need to come to our stand to know more about this important project.”
Creamy Creation
Stand: F09, Hall 5
Have you ever wondered what it takes to create a delicious creamy drink for your brand? Netherlands‐based Creamy Creation might be the perfect partner you’ve been looking for.
André de Haan, chief executive officer of Creamy Creation, says: “We’re looking to connect with wine and spirits brands from all over the world to show them what a cream liqueur or cream‐based RTD could do for their brand. “Whatever their spirit, idea or base, we can show them all the different possibilities when it comes to creating a cream‐based alcoholic beverage, whether they are looking for a dairy‐ or plant‐based option.”
In its third year at ProWein, Creamy Creation will showcase its 5 Spice liqueur, a plant‐based Peaches & Cream concept made with real oats, retort‐free creamy RTDs, limoncello and the German‐inspired cocktail Swimming Pool slushy.
De Kuyper Royal Distillers
Stand: K17, Hall 5
Leading liqueur manufacturer De Kuyper Royal Distillers has created perfect cocktail ingredients for 329 years. For De Kuyper Royal Distillers, ProWein is an essential annual trade event: “The fair offers a great platform to set trends, establish new business partnerships, and present our liqueurs as an indispensable ingredient for perfect cocktail creations and experiences. We want to show our business partners that De Kuyper Royal Distillers has the right cocktail solution for every occasion.”
At this year’s ProWein, the company will showcase its extensive portfolio with a special spotlight on De Kuyper and Peachtree Draught Cocktails and ready‐to‐shake cocktail solutions for the on‐ and off‐trade.
At Stand K17, global brand ambassador Max de Smit will delight visitors with delicious cocktails. In addition, De Kuyper looks forward to presenting its new creations in the pre‐mixed and 0.0% ABV categories.
Diwisa
Stand: K44, Hall 5
For Diwisa, ProWein provides an excellent opportunity to connect with international buyers and distributors, showcase its high‐quality Swiss spirits, and strengthen its presence in global markets. The company is targeting importers and distributors seeking unique craft spirits, niche products, and high‐quality pouring spirits for bars. As a showstopper, the producer will showcase its recently redesigned Trojka Vodka to the trade.
Diwisa says: “Trojka’s update to the packaging and overall appearance reflects its commitment to continuously improve its offerings and keeping them aligned with modern trends, elevating the product’s visual appeal, and attracting attention from buyers looking for something fresh and exciting.”
Diwisa’s stand at ProWein promises to be an engaging space for networking and building relationships with potential business partners. The producer will offer tastings of signature cocktails of the different brands, allowing attendees to experience the quality of Diwisa’s spirits first hand.
Dug Marketing
Stand: D40, Hall 5
Dug Marketing will bring its A‐game to this year’s ProWein, with its authentic Venezuelan spirits, Canaïma Gin and Cocuy Saroche. The company aims to connect with buyers of premium spirits, craft liquor distributors, and key industry stakeholders in Europe, North America, and Asia. These regions are increasingly open to spirits with a strong identity, sustainability initiatives and a compelling story, Dug Marketing said.
José Rafael Ballesteros Vargas, exports representative at Dug Group, says: “ProWein 2025 represents an exciting landmark for us as we introduce Cocuy Saroche to Düsseldorf for the first time. “As Venezuela’s first single‐estate agave spirit, Saroche is set to redefine perceptions of agave distillates, showcasing an authentic and refined expression of this centuries‐old tradition.”
Head to Stand D40 at Hall 5 to experience exceptional spirits and engage in industry conversations, networking, and exclusive insights into the revival of agave craftsmanship in Venezuela, and the unique botanicals of the Amazon.
Duncan Taylor Scotch Whisky
Stand: H57, Hall 5
An exciting highlight of this year’s show is the rare Octave collection from Aberdeenshire‐based producer Duncan Taylor Scotch Whisky. The company is bringing two 15‐year‐old bottlings from the range: Octave Glentauchers Octave 2008 and Octave Miltonduff 2009. Samples of the Octave line and the company’s Rarest portfolio will be on offer.
“In response to global demand, we will be significantly increasing our inventory this year of our Octave portfolio, so this is a key focus for us going forward,” says Kirsty McLeod, sales director. “We will also have our exclusive Rarest portfolio, highlighting these premium offerings to attract buyers seeking high‐quality and rare products.”
Duncan Taylor is targeting buyers who are looking for high‐quality options and are actively engaged in the latest industry trends. McLeod adds: “We’re particularly interested in connecting with distributors, retailers, and industry professionals who can help expand our reach and strengthen our presence in those markets.”
Grupo Osborne
Stand: D02, Hall 5
Alcohol‐free ‘spirits’ are all the rage now and Spanish firm Grupo Osborne is tapping into the category with its gin alternative, Nordés 0,0. Alongside the alcohol‐free offering, the Nordés brand has also branched outside of the gin category with its first vermouth. Burlanegra will also be debuted, marking the company’s first move in the premium rum category. Burlanegra is aged in very old Sherry casks, and made with purified water from the Atlantic Ocean. Beyond the new products, there’s also Carlos I brandy from Jerez in Spain and several wines.
Grupo Osborne started exhibiting at ProWein in 2014, with the show providing a “great chance to get together with our main partners from all over the world and present all our product innovations to industry professionals”. The company will be meeting partners from across the world, from the Americas to Australia though to Europe, Africa, Middle East, and Asia.
Heaven Hill Brands
Stand: J45, Hall 5
Celebrating its 90th anniversary this year is Kentucky’s Heaven Hill Brands, the largest independent, family‐owned and led spirits producer and marketer in the US. As the second‐largest holder of ageing Bourbon whiskey in the world, Heaven Hill will be showcasing its new Heaven Hill Bottled‐ in‐Bond expression, and Baby Jane, a limited release from the Widow Jane Distillery. Baby Jane is a Bourbon made from the distillery’s own unique heirloom corn, which has depth, sweetness and a creamy spiciness.
The company will also be focusing on its Elijah Craig Bourbon and Tequila Ocho brands, alongside the wider portfolio, which includes Evan Williams, Rittenhouse Rye, Larceny, Widow Jane, and Pikesville Rye.
Bryan Fallon, managing director, Heaven Hill International, says: “We aim to connect with existing valued customers during the event and looks forward to meeting visitors to discuss future endeavours. “American whiskey and Tequila enthusiasts should be sure to visit the Heaven Hill stand, where we will be showcasing our array of award‐winning expressions.”
Infinium Spirits
Stand: L44, Hall 5
Infinium Spirits will be giving visitors a glimpse into Templeton Distillery through a virtual reality tour. Using a state‐of‐the‐art VR headset, attendees will be transported straight to Templeton, Iowa, where they can walk through the distillery, explore the ageing warehouses, and witness firsthand the process behind Templeton Rye whiskey.
For Infinium Spirits, the show is an “opportunity to strengthen relationships with existing distributors, explore new market opportunities, and showcase the craftsmanship and heritage behind our brands”.
“Europe has been a major growth driver for us, with double‐digit gains over the past year, so we are prioritising meetings with our European partners to build on that momentum,” says Shane Fitzharris, senior vice‐president, commercial at Infinium Spirits, who also sees Asia as an “incredible opportunity for expansion”.
In addition to Templeton Rye, visitors will be to sample the distillery’s latest bottling, Templeton Fortitude Bourbon, as well as Zaya Rum, and Tears of Llorona, an extra añejo Tequila.
Invest Northern Ireland
Stand: J39, Hall 5
Northern Ireland is now home to more than 20 distilleries, spanning whiskey, gin, Poitín, vodka, and rum. For a taste of the region, stop by Invest Northern Ireland’s (Invest NI) stand, where numerous distilleries will be showcased, including Hinch, Killowen, The Boatyard Distillery, Titanic Distillers, and Copeland Distillery. The government‐run agency describes ProWein as one of the leading trade events for the sector, attracting key industry professionals from across the world.
“The Northern Ireland drinks sector has become one of the region’s most dynamic and innovative industries with our drinks producers winning awards across the globe,” says Fiona Walker, client manager of Invest NI’s food and drink division. “We wanted to ensure Northern Ireland producers have our support by hosting a Northern Ireland pavilion, allowing them to utilise our platform to showcase their products to the world.”
The region’s producers are hoping to target buyers in European markets such as Belgium, France, Germany, Italy, Lithuania, Poland, Slovenia, and Spain.
La Martiniquaise-Bardinet
Stand: A15, Hall 5
Family‐run French group La Martiniquaise‐Bardinet will be presenting its portfolio of spirits, including new innovations such as Gibson’s Italian Lemon gin and Label 5 Citrus. Founded in 1934, the company has solid roots in Europe, and more than 55 subsidiaries and production sites around the world.
The firm’s portfolio includes Scotch whiskies Label 5, Sir Edward’s, and William Peel, as well as the Poliakov and Sobieski vodka brands.
ProWein remains a “must‐attend show” for La Martiniquaise‐Bardinet, where it generates a “significant” volume of business, according to group communication manager Donatien Ferrari.
The company will also be presenting its new Marie Brizard Limoncello, which is best served as a Spritz. Meanwhile, cocktails will also be on offer at the stand.
Kinahan’s Irish Whiskey/Origen X Brands
Stand: G38, Hall 5
Irish whiskey and vodka are on the cards at the Origen X stand, where brands such as Kinahan’s and Mikolasch will be showcased. Attendees will have the chance to sample the core range and limited releases from Kinahan’s Irish whiskey, alongside new single malts from the Bagots Irish whiskey brand.
New products on offer include Kinahan’s Single Grain Muscat Cask and Single Grain Amarone Cask whiskeys, and the Bagots Irish Whiskey’s Limited & Rare range: Madeira, Oloroso, and White Moscatel.
Zak Oganian, CEO of Origen X, described ProWein as “the main event of the year” because of its focus on “business and sales deals and meetings”. Thanks to ProWein’s strong European audience, Origen is hoping to target new business in central and Eastern Europe.
The company relaunched Ukrainian vodka brand Mikolasch in 2024, and a new organic release will be unveiled at ProWein 2025.
Luxco
Stand: F36, Hall 5
While it might be best known for its American whiskey, Luxco is bringing its Exotico Tequila to the European market at this year’s ProWein. Exotico’s debut follows the successful arrival of Luxco’s El Mayor Tequila at ProWein last year. Visitors can discover both Exotico Tequila expressions – Blanco and Reposado – each made with 100% Blue Weber agave grown in the highlands of Jalisco.
Ryan Earey, vice‐president of brand sales, Luxco, says: “The Tequila growth in Europe is here to stay, as growing awareness of Mexican cuisine and culture contributes to the increased demand for agave‐based spirits.”
Grace González, fourth‐generation master distiller at Destiladora González Lux, and Tequila ambassador for both brands, will be on the stand to impart her knowledge behind Tequila.
Earey adds: “Her knowledge and passion for the art of Tequila‐making is unmatched, and she is looking forward to discussing the changing marketplace, her brand heritage, and how Tequila should be enjoyed.”
MG Destilerías
Stand: C03, Hall 5
This year’s ProWein will mark the debut of a ready-to-drink (RTD) canned range from Coppa Cocktails, which joined the MG Destilerías portfolio last year.
Spanish producer MG Destilerías will showcase three new RTDs in 200ml cans: Paloma Spritz, Spicy Margarita and Coconut Daiquiri. In addition to the cans, Coppa Cocktails offers 700ml ready-to-serve cocktails, 100ml miniatures, bag-in-box, and kegged formats.
Jordi Serra, global senior brand manager for Coppa Cocktails, describes ProWein as the “leading global trade fair for wines and spirits”. He added: “In particular, the ProSpirits section has gained significant traction, making it the ideal place to showcase our latest innovations.
“MG Destilerías has experienced strong growth in recent years, both through organic expansion and the incorporation of new brands that respond to evolving consumer trends. One of the biggest global shifts in the industry is the growing demand for lower-alcohol, easy-to-drink solutions, and Coppa Cocktails perfectly complement our portfolio in this space.”
The company is hoping to meet new import and distribution partners at ProWein, and strengthen its collaborations with retail and on-trade businesses.
MMD Serviss
Stand: G103, Hall 9
As a third‐party logistics provider to the wine and spirits industry, MMD Serviss is hoping to network and establish new partnerships at this year’s ProWein.
Georgy Adinaev, chief representative officer of MMD Serviss, says: “ProWein is the premier international trade fair for wine and spirits professionals. It provides us with an excellent opportunity to strengthen existing relationships, establish new partnerships, and present our services to a broad audience.
“In logistics, networking is crucial as it continuously brings new business and planning opportunities. There is no better place in Europe for us to be during this week.”
The company aims to offer cost‐effective solutions for logistics and warehousing distribution, including customs clearance, storage, transportation, and B2B delivery. Additionally, the firm will introduce a wide range of services, including product repackaging, label printing, packaging design and manufacturing, and hand‐packaging of gift boxes.
Noblewood
Stand: M17, Hall 5
Making its return to ProWein after several years is Beluga Vodka, which owner Noblewood is reintroducing to the industry. A key focus will be on Beluga Gold Line, the most premium expression in the brand’s range. Known for its meticulous filtration process and extended 90‐day resting period, Beluga Gold Line features a unique opening ritual – each bottle comes with a special hammer and brush to carefully break and remove the wax seal. Visitors to the stand will also be able to sample the vodka in a Beluga Caviar Martini.
The company is also hoping to reinforce its presence in leading European markets such as Germany, France, and the UK, while also exploring growth opportunities in emerging premium spirits markets.
Noblewood’s junior brand manager, Dejana Vucinic, said: “We are particularly interested in connecting with high‐end on‐trade partners, luxury retailers, and distributors who share our passion for ultra‐premium vodka and crafted spirits.”
Pacific & Lime
Stand: B10, Hall 5
Tequila fans are invited to stop by Pacific & Lime’s stand for a tasting of its blanco offering, which is made in the lowlands of Jalisco, Mexico. Nikša Pirović, managing founder of Pacific & Lime, is looking to connect with Tequila enthusiasts in the hospitality, import, and distribution sectors, from retail to wholesale.
“Our goal is to introduce Pacific & Lime Tequila Blanco, connect with passionate professionals and stay ahead of the latest trends and innovations,” says Pirović.
“At the moment we’re building brand awareness in Germany and the Nordic region and are keen to expand into the UK, Spain, France, and the Netherlands.
“The best experience is in conversation. We invite visitors to stop by, taste our Tequila and engage with us – we love sharing our passion for great Tequila with the global community.”
Perola
Stand: C17, Hall 5
Spirits distributor Perola is returning to ProWein with the aim of connecting with buyers and importers from across the world. The company hopes to network with buyers and importers from key European markets, including the UK, France, Spain, and Italy, as well as from regions like the Middle East, Africa, and the Americas. Perola will also showcase its three flagship brands, Topanito 100% Agave, Razel’s Rum Treats, and Big Kahuna Gin.
The company will be offering a preview of forthcoming products, such as Topanito Añejo Tequila and Topanito Agave Syrup, to existing and potential business partners before their official release. Products including Razel’s Salted Caramel Liqueur and Seven Keys Falernum will also make their trade show debut.
The company plans to engage with business partners, clients, and contacts from the domestic German market, as well as from other German‐ speaking regions, including Austria and Switzerland.
Powerscourt Distillery
Stand: J25, Hall 5 (Bord Bia Ireland)
Described as the highest‐rated new Irish single malt of 2024, Powerscourt Distillery will be showcasing its Fercullen whiskey at this year’s ProWein show. As well as Fercullen Single Malt, the producer will be highlighting its Fercullen Falls Blend — a 50% blend of malt and grain Irish whiskeys, with the malt distilled at Powerscourt Distillery in County Wicklow. Older liquids and limited edition releases are also among the stand’s highlights.
Talking about the decision to exhibit at ProWein, Ryan Stapleton, head of global sales, says: “ProWein provides an excellent platform to connect with our global customers and prospective customers under one roof over a short number of days. It also allows us to observe new market trends first hand and engage with industry peers to discuss opportunities and challenges.”
The company is also interested in exploring potential new markets in Asia.
Rademon Estate Distillery
Stand: J39, Hall 5
Head to Rademon Estate Distillery’s stand to be among the first to taste its new Peated Single Malt Irish Whiskey. Rademon Estate is the first distillery in Northern Ireland to produce peated whiskey since the 1970s, and is one of very few Irish distilleries to be selling 100% of its own liquid, according to co‐founder and head distiller David Boyd‐Armstrong.
At the stand during the fair, the focus will be on Shortcross Irish whiskey and gin, which are produced at Rademon’s distillery in County Down.
“As a producer we are very much focused on exports and ProWein provides the opportunity to reach export customers we would not otherwise have the opportunity to meet, while allowing us to maintain connections with our existing export customers,” says Boyd‐Armstrong.
Schwarze und Schlichte
Stand: L43, Hall 5
Spirits producer and distributor Schwarze und Schlichte will be bringing Germany’s leading vodka brand, Three Sixty, to ProWein. Based in North Rhein Westphalia, Germany, Schwarze und Schlichte describes ProWein as an “important international trade fair with many interesting visitors from the industry”.
The company hopes to meet national and global sales partners at this year’s show, where it will also showcase a new ready‐to‐drink offering to customers, Vodka & Acai. But the focus of distributor Schwarze und Schlichte’s stand is on Three Sixty Vodka, which has been distilled four times and bottled at 37.5% ABV. Visitors will also be able to try a selection of micro‐cocktails.
Spirit France Diffusion
Stand: M37, Hall 5
This year marks a milestone for Spirit France as its Boulard Calvados brand celebrates its 200th anniversary.
Camille Bourgault, marketing and innovation manager, says: “To mark this milestone, we are showcasing our entire core range at our booth, now presented in new packaging inspired by historical designs. A dedicated section of the booth will highlight this evolution.”
In April the company will also launch a special 200th‐anniversary cuvée, which is made from Calvados Pays d’Auge aged for a minimum of 18 years, and limited to 7,000 bottles.
“ProWein will be a great opportunity to taste this exceptional creation in preview,” says Bourgault. The brand is celebrating its two centuries of existence with a new bottle design that includes a matte black neck and a white square label – which has been emblem of Boulard since the 1970s.
Starward
Stand: D55, Hall 5
Australian producer Starward will appear at ProWein as part of the Global Victoria Spirits stand, where the company hopes to bring its whisky to an international audience.
“There’s no doubt that the Australian spirits industry and New World whisky offers some exciting propositions for the category, and we’re looking forward to the opportunities and awareness that ProWein brings both to Starward and the Victorian spirits industry,” says Bruce Ritchie, commercial manager, EU and UK, at Starward. The company will be offering tastings of its core range, which includes Left‐Field, Nova, and 100 Proof, alongside limited releases.
Ritchie adds: “Our aim is to build relationships with global distributors and retailers who are looking to expand their portfolio with high‐quality and award‐winning Australian whisky.”
Teeling Whiskey Company
Stand: J17, Hall 5
Do you know the story behind Dublin’s first new distillery in 125 years? Head to the Teeling Whiskey Company’s stand to sample the brand’s award‐winning whiskeys, alongside limited edition bottlings and the first Dublin‐distilled Irish whiskey to be released in nearly 50 years. The company will also have a special focus on its Sommelier Selection Alentejo, which will be available around the globe this year, and focuses on capturing flavours from some of the world’s most renowned wine regions.
Ruth Dunne, Teeling Whiskey marketing manager, believes ProWein provides a great opportunity to meet with distributors from more than 80 countries, alongside partners in emerging markets where “Irish whiskey is really exciting at the minute”.
Over on the Bord Bia stand (G18‐J35, Hall 5), guests will be able to enjoy the Teeling Irish Maid Cocktail, which was made famous by Jack McGarry, co‐founder of world‐renowned New York bar The Dead Rabbit.
The Spirits Business
Stand: C01, Hall 7
Are you a producer looking to expand your global presence and connect with the leading trade title in the spirits industry? Look no further than The Spirits Business stand, where you’ll have the chance to network with the commercial, events and editorial teams, including award‐winning editor‐in‐chief Melita Kiely.
The team behind the only dedicated global spirits trade publication in the world will be on the hunt for the latest trends in spirits and cocktails, while seeking out new products and contacts. The Spirits Business has ramped up its presence at this year’s ProWein show, with an exciting line‐up of seminars planned, and an array of innovative new spirits on offer.
Tovaritch Spirits International
Stand: C54, Hall 7
Caviar and vodka fans should head to Hall 7 where Switzerland‐based Tovaritch Spirits International will be offering a curated tasting experience in partnership with Italian caviar brand Pisani Dossi. But it’s not just caviar and vodka, as coffee lovers will be able to indulge in expertly made Espresso Martinis created with the Riga‐bottled vodka.
Eugenio Litta Modignani, CEO and founder of Tovaritch Spirits International, is returning to ProWein for the 20th time this year. “We chose to exhibit at ProWein because it is the most important international trade fair for our industry, providing an excellent platform to connect with our global clientele,” he says.
“Our participation allows us to strengthen relationships with existing partners while engaging with new industry professionals. “The event also serves as a crucial bridge between our headquarters in Geneva and the international market, where distributors actively seek high‐quality, innovative, and competitively priced products.”
Uncle Nearest
Stand: A31, Hall 7
Uncle Nearest is bringing a taste of Tennessee to ProWein with its range of award‐winning whiskeys. The company will be featured as part of the Southern United States Trade Association stand, where two products will be in the spotlight: Uncle Nearest 1884 Small Batch Whiskey and Uncle Nearest 1856 Premium Whiskey. Uncle Nearest 1884 Small Batch Whiskey is a 46.5% ABV whiskey aged for a minimum of seven years, while Uncle Nearest 1856 is a blend of whiskeys from eight‐ to 14‐year‐old barrels, bottled at 50% ABV.
According to Matt Neal, UK and EU market manager for Uncle Nearest, the reason to exhibit at ProWein is due to the “amazing drinks and cocktail scene all across Europe, and we would like to expand our export to reach these markets”.
Related news
ProWein schedule day two featuring Ian Somerhalder