ProWein will open a Discovery Zone for first-time exhibitors at its 2027 trade fair

ProWein will introduce a new exhibition format called the Discovery Zone at its 2027 trade fair, opening a dedicated space for wine producers who have never shown at the event and want to present new ideas to the global trade.

Applications are now open for the program, which ProWein said is aimed at wineries and producers with distinctive wines, original concepts and a clear point of view on where the wine business is heading. The new area is expected to serve as a meeting place for international buyers, sommeliers, specialty retailers, importers and journalists looking for emerging producers and new styles.

The launch marks an effort by ProWein, one of the wine industry’s largest trade fairs, to widen its exhibitor base while responding to changes in the market. Organizers said the Discovery Zone will focus on themes that are shaping current discussion in wine, including orange wine, regenerative viticulture, PiWi grape varieties and producers who entered winemaking from other professional backgrounds.

Rather than using the traditional model of separate booths, the Discovery Zone will be built as an open tasting and networking area. The format is designed to encourage direct contact between producers and trade visitors. Each participant will present a curated selection of up to four wines, with the winemaker expected to be present throughout the fair.

ProWein said the number of places will be limited. After the application period closes, participants will be selected jointly by the fair’s organizers and industry partners and experts. According to the organizers, selection will not depend on the size of an estate or its level of recognition in the market. The main criteria will be whether a producer fits the concept of the Discovery Zone and whether it can bring a fresh perspective to the international wine sector.

To qualify, an estate must be exhibiting at ProWein for the first time. Personal attendance by the vintner during the full run of the trade fair is also required, along with the presentation of no more than four wines.

The participation fee has been set at €2,000. ProWein said that amount includes a full package for trade fair participation, covering exhibition space with individual brand labeling, furniture, services, organizational support and a basic listing in the exhibitor and product database, along with a flat-rate media contribution.

The move comes at a time when major wine fairs are under pressure to remain relevant for both established brands and smaller producers seeking export markets. Buyers increasingly look for wines that stand out in crowded portfolios, while importers and retailers are paying closer attention to farming methods, lesser-known grape varieties and stories that can help position bottles in competitive markets. By creating a section reserved for first-time exhibitors, ProWein appears to be trying to lower some of the barriers that can keep newer or less visible producers from entering one of the industry’s most influential commercial stages.

The emphasis on direct exchange may also reflect broader changes in how wine is sold. In recent years, many trade professionals have placed greater value on face-to-face tastings with growers and owners rather than large-scale stand presentations dominated by marketing teams. A smaller format centered on conversation gives buyers a quicker way to assess both wines and producers, especially when they are searching for labels that can add something different to restaurant lists or retail shelves.

The inclusion of categories such as orange wine and PiWi varieties points to segments that have moved from niche interest toward wider commercial relevance. Orange wines continue to attract attention from sommeliers and independent merchants looking for texture-driven styles with strong identity. PiWi grapes, bred for fungal resistance, have gained visibility as growers across Europe search for ways to reduce vineyard treatments and adapt to environmental pressures. Regenerative viticulture has also become a growing point of interest as producers and buyers debate how sustainability claims should translate into farming practice.

For ProWein, giving these themes a defined place inside the fair could help sharpen its appeal to visitors who attend not only to maintain existing business but also to discover what may shape future demand. For participating wineries, the format offers concentrated exposure to an audience that includes importers, distributors and media from multiple markets in one setting.

Applications for the Discovery Zone are available through the ProWein website, where organizers have posted participation conditions and submission details.