ProWein Düsseldorf Launches Data-Driven Framework to Transform B2B Wine Trade Fairs

ProWein Düsseldorf has introduced a new digital framework called Insights to Action (I2A), aiming to set a new standard for B2B wine trade fairs. The I2A Framework is designed to enhance the experience of international trade visitors by providing structured, data-driven support throughout their entire customer journey—before, during, and after the event. This initiative marks ProWein as the first international B2B wine trade fair to implement such a comprehensive, data-based approach.

The main goal of I2A is to offer more guidance, facilitate targeted contacts, and make trade fair visits more efficient for both visitors and exhibitors. Trade visitors can now find and compare relevant exhibitors and products more quickly, helping them make well-informed decisions. Exhibitors benefit from increased visibility at key points where purchasing decisions are made.

The development of I2A is based on a scientific analysis of B2B wine buyers’ purchasing behavior. Kerstin Houf, Senior Project Manager at ProWein Düsseldorf, developed the framework as part of her Master’s thesis in International Wine Marketing at the University of Applied Sciences Burgenland. Her research focused on how international trade visitors prepare for trade fairs, what information they consider important for decision-making, and which criteria influence their selection of exhibitors and products.

According to Houf, the findings from her research were directly applied to improve ProWein’s digital services. The aim is to provide real added value through clear structures, relevant content, and more efficient preparation for the trade fair. As a result, ProWein has optimized its filter categories, enhanced exhibitor profiles with richer content, and structured product information more clearly. Visitors can now filter exhibitors and products by origin, price segment, availability, and other criteria that matter to their purchasing decisions.

A key feature of I2A is the integrated matchmaking tool called Fair Match. This tool allows visitors to schedule appointments with suitable exhibitors in a transparent and efficient manner. The framework supports visitors at every stage: before the event with targeted searches and appointment planning; during the event with better orientation tools, digital notes on products and masterclasses; and after the event with ongoing access to leads and data. Conversations, product information, and tasting notes remain available after the fair ends, allowing visitors to follow up with exhibitors and make purchasing decisions without time pressure.

To help exhibitors adapt to these changes, ProWein offers special tutorials that share insights into current search and decision-making behaviors among international B2B buyers. These tutorials guide exhibitors on how to optimize their profiles for better visibility and engagement. An animated tutorial is also available for visitors, demonstrating how I2A improves trade fair preparation and navigation.

By focusing on quality, structure, and commercial relevance with I2A, ProWein Düsseldorf aims to make trade fair hours more productive and ensure that all parties involved benefit from better-informed decision-making processes. The new framework reflects a shift toward sustainable business development in the wine industry’s B2B sector.