ProWein takes feedback as visitor numbers drop 26%
“We cannot be complacent about ProWein’s development over recent years,” said the show organiser’s COO, as visitor numbers fell by 26% in 2026.
ProWein returned to Düsseldorf in Germany this week (15-17 March) with a new layout, designed to bring exhibitors and visitors in closer proximity to one another.
Visitor numbers decreased to 31,000 at this year’s wine and spirits trade fair, down from 42,000 in 2025.
The show hosted 3,400 exhibitors from 63 countries in 2026, fewer than the 4,200 in 2025.
Marius Berlemann, chief operating officer at Messe Düsseldorf, said: “We cannot be complacent about ProWein’s development over recent years – our aspiration is to consistently develop the trade fair further.
“This is why we are clearly honing ProWein’s relevance for the trade and decision-makers.
“With Frank Schindler [director of ProWein] we have had a director on board since October 2025 who knows the industry and drives this development with a clear focus.”
The Spirits Business Hub returned to Hall 7, which was rebranded to a second ProSpirits hall. The Spirits Business Hub delivered 12 panel talks over the three-day show, covering topics such as Gen Z drinking habits, alternative agave, political volatility in the US, and global spirits data.
The Spirits Business Hub Bar also returned in partnership with Thomas Henry tonics and mixers, who brought The Rumah bar team from Rotterdam.
New layout for ProWein 2026
For 2026, ProWein condensed its number of halls so that visitors had less distance to travel between sections.
Additional developments included ‘ProWein Agora’, described as a central stage for market analysis and business insights.
The ProSpirits halls, however, were in growth, with 500 exhibitors from 50 countries spread across two halls.
Furthermore, ProWein City Vibes created a broader experience for visitors and exhibitors alike, with various events held across the German city.
ProWein also hosted The Blend for the first time, a networking party for delegates, which took place on the Monday night after the trade show.
Schindler said: “The new hall concept with clear segments and shorter distances was accepted well by both exhibitors and visitors alike. At the same time, their feedback delivered important input prompting further improvements especially regarding the link with the New World and Spain in Hall 6. The feedback overall confirmed we are on the right track.”
ProWein 2027 will take place from 7-9 March next year, the show organisers confirmed.
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