ProWein Düsseldorf Revamps Image, Targets Global Buyers
ProWein Düsseldorf is revamping its image and offerings to attract global buyers and boost attendance. The fair, now renamed 'ProWein Düsseldorf' with the motto 'Shape, Create, Elevate', is introducing spirits, interactive tastings, and a festival-like atmosphere. It's also targeting international top buyers with a new 'Buyers Concierge Team' and free shuttle buses within a 350-kilometer radius.
The fair's visual appearance has been significantly altered to reflect its international diversity. The 'ProSpirits' segment will occupy two entire halls for the first time, and halls 1 to 7 will be restructured for better exhibitor visibility and shorter paths. Marius Berlemann, managing director of Messe Düsseldorf, is leading these strategic initiatives and investments.
ProWein has struggled with declining visitor and exhibitor numbers since the pandemic. In response, the event organizer has created the 'Buyers Concierge Team', focused on providing tailor-made solutions to international top buyers from the USA, Canada, Eastern Europe, and Scandinavia. The team is part of ProWein Düsseldorf's efforts to attract the global elite of buyers.
ProWein Düsseldorf is adapting to the challenging market with a new logo and expanded offerings. The fair is positioning itself as a global hub for the wine and spirits industry, with a more festival-like character featuring numerous keynotes, panels, and talks. Free shuttle buses are provided for buyers within a 350-kilometer radius to Düsseldorf, further enhancing the fair's accessibility.
