ProWein 2026 Replaces Physical Trade Press Stand With Fully Digital Platform

ProWein 2026, one of the world’s leading trade fairs for wine and spirits, will take place from March 15 to 17, 2026, at the Düsseldorf Exhibition Centre in Germany. The event is expected to attract thousands of professionals from across the globe, including producers, distributors, importers, and media representatives. This year, organizers have announced a significant change to the way trade publications can participate: the traditional physical trade press stand will be replaced by a fully digital format.

For the first time in its history, ProWein will not offer a physical space for trade magazines and industry publications. Instead, all participating media will be featured on a digital platform. This move is designed to provide greater flexibility and reach for both exhibitors and visitors. The digital trade press stand allows publications to present themselves online, making their content accessible to attendees regardless of their location or time zone.

Organizers say this new approach responds to changing industry needs and the increasing importance of digital communication. By moving to a digital format, ProWein aims to give media partners more visibility and access to a wider audience. Participating publications will be listed with their logos on the ProWein website under the “Cooperating Media” section. Each listing will include a direct link to the publication’s own website.

In addition to online visibility, ProWein is offering several marketing and communication services to boost exposure for media partners. These include a dedicated social media post on ProWein’s official channels featuring all cooperating media logos, as well as a banner in the visitor newsletter distributed shortly before the fair opens on March 4. The newsletter banner will display partner logos and link directly to the “Cooperating Media” page.

On-site at the Düsseldorf Exhibition Centre, roll-up banners in entrance areas will display media partner logos along with a call-to-action and QR code that links visitors to the digital “Cooperating Media” page. This hybrid approach combines physical signage with digital access, aiming to drive traffic from attendees entering the venue directly to participating publications’ online profiles.

As an added benefit, all cooperating media are permitted to use the official “ProWein Cooperating Media” logo in their own communications. This allows them to promote their involvement in ProWein 2026 ahead of time and encourage readers or subscribers to engage with their content during the event.

ProWein’s decision reflects broader trends in international trade shows and exhibitions, where digital solutions are increasingly used to complement or replace traditional formats. Organizers believe that this shift will help participating media reach their target audiences more efficiently while reducing logistical challenges associated with physical stands.

The move also aligns with efforts across the wine and spirits industry to embrace new technologies and adapt marketing strategies for a global audience. With over 60% of last year’s attendees coming from outside Germany, ProWein continues to position itself as an international hub for business networking and information exchange.

Registration for media partners interested in joining the digital trade press stand is now open through ProWein’s official website. Organizers encourage early sign-up to maximize exposure through pre-event marketing activities and ensure inclusion in all promotional materials leading up to March 2026.