Authors: Paula Redes Sidore and Stuart Pigott  

Once upon a time, the lines between the categories of alcoholic beverages were clearly defined and easily recognizable. Every producer had a lane to stay in, a particular audience to reach, and a clearly defined message to transmit. However, according to IWSR Drinks Market Analysis, consumers today are switching with increasing frequency between beverages and trialing new beverages.

SHERIDAN, WYOMING – September 25, 2025 – Authors: Paula Redes Sidore and Stuart Pigott  

SHERIDAN, WYOMING – September 25, 2025 – Authors: Paula Redes Sidore and Stuart Pigott  

When Covid-19 reached North America and Europe en route to the world two years ago, things looked very bad for Planet Wine. Many insiders feared the global wine industry would tip into a crisis as deep as that during the Great Depression of the 1930s. Wine, however, has continued to demonstrate a remarkable flexibility and resilience, evidenced not least through the return of the first ProWein in 3 years on 15 May in Düsseldorf/Germany.

ProWein at a Glance (as per: 9 May 2022)

Focal Theme Wines
The biggest exhibiting nations are Italy (1,400), France (1,100), Germany (700), Spain (650), Austria (270), Portugal (350) and overseas (500).

Focal Theme Spirits
Some 300 exhibitors from 30 countries showcase their special spirits.  

Unique product range worldwide: Over 5,500 exhibitors from more than 60 countries

After the mandatory pandemic-induced 2-year break the international wine and spirits industry is now looking to ProWein from 15 to 17 May 2022 with great anticipation. The product ranges are unique worldwide in terms of diversity – despite the difficult circumstances associated with Covid and the postponement to May.

Premiere for the Wine Travel Awards

Wine tourism is a key sales-promoting and image-building channel for many vintners. In Germany alone wine tourism in the growing regions generated total annual sales of EUR 29.9 b in 2019 according to a study carried out by the DWI (German Wine Institute) and Geisenheim University. In combination with caravanning as a way of holiday making this opens up completely new perspectives.

Matchmaking: “Dating App“ for wine and spirits professionals

The Covid restrictions of the past two pandemic years can now largely be dropped under current legal provisions. In concrete terms this means for the forthcoming ProWein from 15 to 17 May: the 2G and 3G restrictions and strict social distancing rules no longer apply. “After this long pandemic period the focus is now on a new departure because the signs of the time all point in the same direction – namely an active resumption of business life.

Some 5,500 exhibitors from more than 60 countries

There is no way around ProWein – the leading International Trade Fair for Wines and Spirits in Düsseldorf. With approximately 5,500 exhibitors from over 60 countries it offers the world’s largest range of wines, spirits and craft drinks.