Marius Berlemann Sets Course for ProWein’s Next Chapter

ProWein, the international trade fair for wine and spirits held annually in Düsseldorf, is undergoing significant changes to address the evolving challenges in the industry. Organizers have announced a new direction under the motto "Create, Shape, Elevate," aiming to position ProWein as more than just a trade show. The event is adopting innovative formats, a redesigned hall layout, and a refreshed visual identity to reinforce its role as a leading platform for professionals in the sector.

Marius Berlemann, Chief Operating Officer of Messe Düsseldorf, outlined the new vision in a recent statement to industry stakeholders. He acknowledged that the wine and spirits industry is facing a complex landscape, with shifting expectations from both exhibitors and visitors. According to Berlemann, ProWein must not only adapt but also lead with innovation and vision. The goal is to transform ProWein into an integral part of the global wine and spirits community throughout the year, rather than limiting its influence to the days of the fair.

To achieve this transformation, ProWein is investing in new concepts and enhanced communication strategies. Targeted buyer programs are being developed to better connect producers with potential clients. The event's brand identity is also being revitalized with a new logo and color scheme designed to be modern and youthful. This rebranding aims to highlight ProWein's unique international position and its commitment to driving progress within the industry.

The new slogan, "ProWein Düsseldorf – Shape. Create. Elevate," reflects these ambitions. Organizers say they want to work closely with industry partners to design the future of wine and spirits, create spaces for innovation and inspiration, and continuously raise standards for international relevance.

Looking ahead to 2026, ProWein plans to introduce additional features that support its new positioning and global ambitions. One area of focus is improving collaboration with local hotels in Düsseldorf. Organizers are working on better pricing and capacity management to ensure that both exhibitors and visitors have access to suitable accommodations during the event.

The changes come at a time when many in the wine and spirits sector are seeking new ways to connect with buyers, respond to market shifts, and foster innovation. By repositioning itself as a year-round hub for industry exchange and development, ProWein aims to remain at the forefront of these efforts.

ProWein Düsseldorf Unveils Major Overhaul for 2026 to Strengthen Global Wine and Spirits Industry

ProWein, the world’s leading trade fair for wines and spirits, is undergoing a significant transformation as it prepares for its next edition in Düsseldorf in March 2026. The event is adopting the motto “Shape, Create, Elevate” to address the current challenges facing the global wine and spirits industry. Organizers are introducing a new visual identity, innovative formats, and a redesigned hall layout to position ProWein Düsseldorf as a forward-thinking platform for business and industry development.

Marius Berlemann, Chief Operating Officer of Messe Düsseldorf, emphasized the need for change in response to shifting market expectations. He stated that ProWein must not only adapt but also lead with vision and innovation. The goal is to move beyond being just a trade show and become an integral part of the wine and spirits community throughout the year. This shift includes investments in new concepts, enhanced communication strategies, and targeted programs for buyers.

The rebranding effort features a new logo and color scheme inspired by national flags, highlighting ProWein’s international reach. The new claim, “ProWein Düsseldorf – Shape. Create. Elevate,” reflects the event’s commitment to shaping the future of the industry, fostering innovation, and raising standards.

A key element of the transformation is the introduction of a dedicated Buyers Concierge Team. This team will focus on attracting top buyers from regions such as the United States, Canada, Eastern Europe, and Scandinavia. For buyers within a 350-kilometer radius of Düsseldorf—including those from Germany, Belgium, and the Netherlands—ProWein will offer complimentary bus transfers through its new Express Service to facilitate day visits during all three days of the fair.

To further enhance networking opportunities, ProWein is refining its matchmaking tool “Fair Match” and will introduce a centrally located Live Fair Match Arena in 2026. A new concept called the Insight-to-Action Framework (I2A) will also debut, aiming to improve relevance and efficiency by better matching exhibitors with visitors based on comprehensive industry insights.

The visitor experience will be elevated with immersive elements and festival-like features. The ProWein Agora stage program will provide over 12 hours of short talks, panels, and keynotes on topics relevant to both wine and spirits professionals. The Agora Stage is designed to serve as a platform for visionary discussions and inspiration.

Other notable changes include a redesigned ProWein Zero section in Hall 5, which will now feature both spirits and interactive tastings. The ProWein Sparkling section in Hall 4 will offer speed tastings at a dedicated sparkling bar. The popular ProSpirits area will expand to occupy two halls for the first time, reflecting growth in the spirits sector.

The new hall layout—spanning Halls 1 to 7—will accommodate approximately 4,000 exhibitors from over 60 countries. This arrangement aims to improve visibility for exhibitors and make navigation easier for visitors by reducing distances between stands.

The first edition of the newly shaped ProWein Düsseldorf is scheduled for March 15–17, 2026. Organizers expect around 4,000 exhibitors overall, including about 500 in the ProSpirits section representing more than 50 countries.

Speakers at this year’s press conference included Anouk Garnier, a French extreme athlete known for her record-breaking rope climb on the Eiffel Tower; Theresa Olkus, Managing Director at VDP Die Prädikatsweingüter; and Prof. Dr. Simone Loose from Hochschule Geisenheim University, who leads research on market trends in wine economics.

ProWein’s transformation comes at a time when many in the wine and spirits industry are rethinking their strategies amid challenging market conditions. By introducing new services for buyers, updating its brand identity, and offering innovative experiences on-site, ProWein aims to remain at the forefront of industry trends while supporting business growth worldwide.