ProWein Düsseldorf Unveils Digital Insights to Action Framework for 2026 Wine Trade Fair

ProWein Düsseldorf is introducing a new digital framework called Insights to Action (I2A) for its 2026 edition, aiming to set a new standard for B2B wine trade fairs. The I2A framework is designed to guide international trade visitors through every stage of their experience—before, during, and after the event—by offering structured, data-driven support. This initiative marks the first time an international B2B wine trade fair has implemented such a comprehensive digital concept focused on the entire customer journey.

The development of I2A is based on a scientific analysis of B2B wine buyers’ purchasing behavior. Kerstin Houf, Senior Project Manager at ProWein Düsseldorf, created the framework as part of her Master’s thesis in International Wine Marketing at the University of Applied Sciences Burgenland. Her research examined how trade visitors prepare for the fair, what information they consider relevant, and which criteria influence their selection of exhibitors and products. The findings from this research have been directly integrated into ProWein’s digital services.

The I2A framework aims to provide more guidance and targeted contacts for trade visitors while increasing efficiency during the fair. Visitors can use optimized filter categories to search for exhibitors and products by origin, price segment, availability, and other relevant criteria. The platform also features content-rich exhibitor profiles and clearly structured product information. An integrated matchmaking tool called Fair Match allows visitors to schedule appointments with suitable exhibitors in a transparent and efficient manner.

I2A supports trade visitors throughout all phases of their participation. Before the fair, users can conduct targeted searches, compare options, and plan appointments. During the event, they benefit from improved orientation tools, digital note-taking on products and masterclasses, and access to detailed information for more informed conversations. After the fair, all leads and data remain accessible for follow-up, allowing visitors to revisit product information and tastings or reconnect with exhibitors without time pressure.

Exhibitors also benefit from increased exposure at key decision-making moments. ProWein is offering special tutorials to help exhibitors optimize their profiles based on current buyer behavior trends identified in Houf’s research. An animated tutorial is available as part of the visitor campaign to demonstrate how I2A changes trade fair preparation and navigation.

ProWein Düsseldorf’s adoption of I2A reflects a focus on quality, clear structure, and commercial relevance. The goal is to make trade fair hours more productive and ensure that both visitors and exhibitors gain concrete business benefits from their participation. The new framework is expected to enhance decision-making processes and foster sustainable business development within the international wine industry.