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

It’s a 21st century truism that “change comes from within.” But the truth of the matter is that it usually only comes as a result of outside pressures. During prior decades vineyard replanting was typically driven by market forces and fashions, now those replantings are happening in response to a completely different outside pressure. And with the recent and sobering release of the 2022 Global Assessment of Climate Change report, this pressure is rooted not in culture, but in environment.

Just as the industry had to act swiftly to adapt over the last two years from in-person to on-line, winemakers are now facing their own reckoning in the vineyard. How they choose to cope can vary as dramatically as the wines themselves. However, this increasingly has to do with the genetics of the vine. A range of vinuous examples will be on display at ProWein on May 15 - 17, 2022 in Düsseldorf.

Being Bordeaux

The “Bordeaux style” has come to embody a quality red blend produced from a combination of Cabernet Sauvignon, Merlot, Cabernet Franc and Petit Verdot in wine regions around the world. Yet, with the average growing season temperature increasing by 3°C just in the last six decades, there is increasing concern among Bordeaux growers that soon it may no longer be possible to continue being Bordeaux, at least not with the quality and character that consumers have come to expect in recent times.

Consumer preference for a softer and more approachable style pushed the region in recent decades to increase its Merlot plantings. Today Merlot makes up a staggering 66% of the region’s red wine vineyards. Yet, the very attributes that make it appealing are also its Achilles heel. Merlot ripens early, driving concern among many growers about overripeness and skyrocketing alcohol levels. Current meteorological data suggests, in fact, that the variety will move out of its ideal ripening window as early as 2035. In the warmest locations it is planted that could happen even sooner.

One potential response, on an individual level, is to pull those very vines growers have spent the last decades protecting and plant Cabernet Sauvignon in its place. So far this trend is limited to some leading Médoc producers like Château Brane-Cantenac and Château Léoville Barton, but they are simply the pioneers. Another strategy is to shift the blend away from Merlot in aneffort to recapture structure and freshness: such as Château Phelan Segur.

And in a move that many have lauded, France's Institut National de l'Origine et de la Qualite (INAO) approved six new varieties in 2019, based on 11 years of research at an experimental vineyard in Pessac-Léognan. These four reds—Arinarnoa, Castets, Marselan, and Touriga Nacional — and two whites Alvarinho and Liliorila – may account for up to 10% of any blend, and are recognized not only for their resiliency in the hotter, drier conditions, but perhaps most importantly for their ability to adapt. The hope is that the small percentage will allow for the much needed diversity in the vineyards, without significantly changing the style of Bordeaux, which is funadmental to the wines’ identity. Still, this is a radical step for a region that is steeped in a winemaking tradition that goes back to the mid-17th century.

Unboxing Burgundy

Like Bordeaux, Burgundy has built itself a reputation based on a very narrow and specific identity: (more or less) one white and one red. In so doing, they have taken niche to new levels, and for a while, sky high prices and equally high demand seemed to prove it to be an absolute success story. But as extreme frost, hail and heat are becoming more frequent, the holy grail of Burgundian style that the rest of the world now seeks is in serious danger of extinction in its birthplace.

One need only look at the perceptible shift marked by the 2019 vintage to see the inherent problems for Chardonnay. The extremes of the vintage culminated in a ripening period that was up to 7-14 days late for the phenolic substances in the skins of the grapes, and after waiting for that ripening to complete, alcohol levels were in the 13.5% to 15.5% range. The 2020 vintage, by comparison, reported picking in mid-August, some of the earliest harvest dates on record. Harvest today is focused not on getting enough sugar, but rather preserving enough acidity to retain the elgant style that white Burgundy fans demand.

Some vintages on the red side are being characterized as “californian,” and reports show that the average picking times have shifted 13 days earlier since 1988. Here too the problem is to maintain the style that consumers have come to expect from the region, and for which they have paid sky-high prices in recent years.

Without the wiggle room with the grape variety, because the Appellation d’Origin Côntrolée rules dictate the varieties, growers cannot make the freewheeling changes their colleagues in the New World take for granted. Some European growers are seeking a solution in converting to organic farming, citing evidence that speaks to better adaptation of the vines. Cover crops, delayed pruning, and changes in canopy management, may buy time, they do not provide a longterm solution. These small scale shifts are having big consequences, such as in the “disruptive viticulture” of Domaine Boris Champy (Hall 4/C40). More drastic considerations of moving to both higher altitude vineyard locations and a shift in the clones planted, or even variety, are also in the discussion throughout the region. As with Bordeaux, the classification system was established at a time when the the climate was very different from now, meaning that the necessary realignment in both the vineyard and the cellar will take time before consumers see the results in the bottles.

The Taste Of Responsibility

Unlike in many old world wine countries, Germany and Austria market their wines based on variety, and thus perception. And unfamiliar names such as Solaris, Pinotin, Donauriesling and Johanniter have been gradually making an appearance on winestore shelves in recent years to mixed results. In December of last year, the EU legalized the use of hybrid varieties in AOP wines throughout these regions. Currently, 2.4% of Germany’s 103,400 ha of vines are hybrids, and 1.5% in Austria, with a significant focus on the Styrian vineyards in the country’s south. And since August of 2021, Champagne producers have been allowed to plant their vineyards with maximum of 5% of the hybrid Voltis.

The upside of these is clear in the name: Pilzwiderstandsfähige or PiWis (fungus resistant varieties). The modern crossings of American native rootstock with a scion of frost-resistant Asian native rootstock allow for significantly less spraying in the vineyard, resulting in less soil compaction, higher yields, and, of course, greater vineyard diversity. That was especially important in a wet year such as 2021, not to mention in meeting the EU’s lofty goals of cutting chemical pesticide use by 50% in the coming years. As with all varieties, classic and hybrid alike, success lies in a combination of factors: first and foremost, the right variety for the location and precise vineyard care.

Vintners in Austria and Germany has made significant inroads in consumer acceptance with crossings such as Cabernet Blanc (visit Weingut Rainer Schnaitmann, Hall 1/ A100 ready to be impressed), Pinotin, Solaris and Donauriesling (Winzer Krems eG, Hall 5 / J50). For stunning examples, be sure to taste through the range from Rheinhessen biodynamic vintner Weingut Gustavshof (Hall 5/C20) as well.

The argument against many of these varieties is taste. Recent generations are including higher percentages of Vitis vinifera in the final pedigree. While some vintners are trying to mirror the Vitis vinifera profile, others are celebrating the sometimes unfamiliar, but often excellent, flavor. A recent consumer study from Agridea in Switzerland released findings citing consumers’ openness to PIWIs in the viticulture of the future even while citing taste “as the most important purchase criterion.”

Perhaps we consumers must learn to embrace these “new” tastes. As temperatures continue to climb, as growing seasons shorten, as extremes become the norm not the exception, it is not long before many of the traditional varieties and locations as we know them are going to exhibit a profile different than we remember. A 16% abv dry Pinot Grigio / Pinot Gris /Grauburgunder cannot taste light and refreshing. Maybe the price we pay for all we have done to the planet is that what we seek in wine come not entirely from the fruit but partially from knowing that we are making responsible, respectful choices. Maybe that unfamiliar character on our palate is the taste of responsibility.

For deeper insights and a lively discussion about this and other relevant themes, be sure to visit the ProWein Trend Hour Tastings on 15 and 16 May from 17.00 - 18.00 in Hall 1/Room 14. Discussion and tasting will be held in English, and seating is limited.

 

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Monika Kissing
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kueppersb@messe-duesseldorf.de

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.

And nowhere do you see it more clearly than with Champagne. Official industry figures show the last pre-virus year, 2019, was pretty good for the region just an hour’s journey time east of the Paris suburbs. In 2019 sales totaled 297 million bottles sold for 5 billion US$, but in 2020 they plummeted to just 244.1 million bottles for 4.2 billion US$.  Not a real surprise as celebration was quite far from most consumers’ minds. What nobody could be sure of, was if this were the new normal or if consumers would return to Champagne at some point.

Recent reports from the Comité Champagne trade Association, however, show that French Champagne sales in 2021 did come back with a jaw dropping 332m bottles sold, a 32% jump from the previous year.  And the monthly figures for US imports of French sparkling wines – mostly Champagne, but including Crémant from Alsace, Burgundy and the Loire – also tell an astonishing tale. Historically, October is the biggest month because importers then stock up for holiday sales, resulting in imports worth around 100 US$. In October 2020 that figure was just 79.55 million US$, but in October 2021 it leapt to a record 136.57 million US$, before being topped in November 2021 by 141.1 million US$.

Jean-Marie Barillère, president of the Union des Maisons de Champagne that make up more than 70% of the region’s wine industry, reports similarly strong sales growth in Britain, Canada and Australia with Spain and Germany also doing very well.

Lest one think it’s all about bubbles, a similar pattern emerged in Italy. In the spring of 2020, panic gripped the world’s top wine producing country as sales – both domestic and export -- of close to zero were being reported. High end categories, such as Barolo and Brunello di Montalcino, wines that relied primarily on restaurant sales, were considering drastic measures such as appealing for a change in the strict classification rules, while other regions weighed the benefit of reducing production, and turning cheaper wine into alcohol-based disinfectant. Yet, as elsewhere once the initial shock wore off, sales ultimately bounced back to better than before. Brunello di Montalcino and Lugana, reported 47% and 49% sales increases respectively, followed closely by Barolo at 43%.

And turning our eyes inward for a moment, it's fair to say that the bounce back in Germany is strongest for the producers with the highest visibility and greatest flexibility. Those producers historically reliant on a single (often successful!) sales revenue struggled, while those able to recognize and most importantly, react, managed to make up lost 2020 sales – ending 2021 in what some producers called their best year in recent history.

This pattern of declining sales in 2020 followed by growth in 2021 can be found right around Planet Wine. What stunned many industry insiders, however, is the flexibility that allowed certain sections of the wine industry to grow during the toughest period of the Covid-crisis. And while that growth came in many shapes and sizes, it could reliably be traced back to a single source: e-commerce. According to Nielson reports, in 2020 online wine sales spiked by 234%. Those who fared best had already embraced e-commerce channels, or did so very quickly. Many older people who’d never bought wine online before flocked to merchants and producers with attractive online shops to click on “buy now” as consumers became accustomed to the idea of having most aspects of their lives delivered to the front door. Zoom wine tastings suddenly became normal for virtually all sides of the industry. And those already on line utilized the tools at hand to yield more targeted marketing and ultimately sales. When many less well equipped colleagues saw this success, they quickly cranked up their own online services. Even wine content experienced a noticeable digital boom. By early 2021 the global online upgrade was almost complete.

We think that although Covid undeniably caused some damage to the wine industry in every country and region, it also greatly accelerated a revolution that was inevitable. Now it is clear to every wine producer on Planet Wine that online sales – either direct to consumer or from merchants – are an essential aspect of the industry. The really savvy ones realize that the future is all about cleverly docking their bulky and heavy analog product (wine in glass bottles) onto the weightless digital realm.

In line with this warp speed modernization it is outmoded wine styles that took the biggest hit and have failed to bounce back. Alsace Gewurztraminer is the perfect example of this. The Alsace region on the eastern edge of France has long continued its name in large part from tourists, thanks to the beautiful landscapes and old towns. It was therefore no surprise that the abrupt interruption of tourism in the spring of 2020 hit the region hard. That this focused on Gewurztraminer was a surprise though, since many industry figures around the world consider it the signature wine of Alsace.

The problem was consumers in many markets have long considered it an old-fashioned wine category because of its typical combination of extravagant aromas, high alcohol, low acidity and a touch of sweetness. Sales were therefore very dependent upon tourism, often souvenir sales. Without them the bulk price for the low-yielding Gewurztraminer fell precipitously due to the lack of buyers until it was well below the bulk price for the more generous yielding Riesling. This lead to a wave of vineyard replanting that will continue this spring. Clever producers tweaked blended whites to include more Gewurztraminer.

Ready or not, a traditional industry has been launched into the e-stratosphere. Covid was indeed an unprecedented wake-up call. And there’s no better place to identify who hit snooze, and who answered the bell than at ProWein 2022 from 15 to 17 May in Düsseldorf.

Note for journalists:
High-resolution image stock can be found in our photo database; 
please click on: https://medianet.messe-duesseldorf.de/press/prowein/main
For more information about ProWein, please visit www.prowein.com

­­­­

Press contact:

Christiane Schorn
Tel.: +49 (0)211 4560-991
Fax: +49 (0)211 4560-87991
schornc@messe-duesseldorf.de

Monika Kissing
Tel.: +49 (0)211 4560-543
Fax: +49 (0)211 4560-87543
kissingm@messe-duesseldorf.de

Brigitte Küppers
Tel.: +49 (0)211 4560-929
Fax: +49 (0)211 4560-87929
kueppersb@messe-duesseldorf.de

SHERIDAN, WYOMING – September 25, 2025 –

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.  

Tasting Options
Visitors can enjoy tastings at individual exhibitors’ stands or use thematically grouped tasting areas. These for instance include the tasting zone in Hall 4 with the award-winning wines of the MUNDUS VINI Spring Tasting or numerous tastings of wines typical of specific countries or regions (see accompanying programme).  

Trend Show “same but different”
“same but different” is dedicated to the trending Craft theme and features around 120 exhibitors from 24 countries in Hall 7.0 with hand-picked Craft Spirits, Craft Beers & Ciders. The largest space is taken up by the Craft Spirits theme with around 106 exhibitors, followed by 8 cider exhibitors and 6 brewers.

Champagne Lounge
At ProWein, a total of 150 exhibitors present the entire spectrum Champagne has to offer. From traditional Champagne houses to smaller Champagne vintners as well as biodynamic Champagnes, everything is represented at ProWein. Champagne and wine suppliers for restaurants, hotels, the retail trade and specialist wine merchants complete the picture here. Around 50 participants such as Taittinger, Aspasie, Pierre Mignon, Pierre Brocard, Champagne Ayala will be showcased in the classy Champagne Lounge.
Hall 9 / A09-C30

urban gastronomy by #asktoni & ProWein
The “urban gastronomy by #asktoni & ProWein” industry get-together in Hall 4 is aimed specifically at the hospitality sector. ProWein is organising this industry get-together together with Toni Askitis – himself a gastronome, sommelier and influencer. At the heart of the event are daily workshops featuring tastings specifically geared to the needs of hospitality. These are oriented to the different levels of knowledge of hospitality staff – because they are often customers’ first point of contact in restaurants. Accordingly, workshops are offered for beginners, advanced and professionals.
Hall 4 / F30

Trend Hour Tastings
ProWein will return to Düsseldorf on 15 May 2022, but wine was never really gone despite the pandemic. It turns out that wine is one of the most “resilient” products to the virus. Adaptation, it seems, is the key. And in the three years since, many producers in the wine world have begun to invest seriously in adapting their vineyards to climate change. Wine is tough, but it is also playful. Today, many innovative new wine products that would have been rejected at other times are suddenly being welcomed with open arms. Moreover, the topic of “zero alcohol” is now playing an increasingly important role. Stuart Pigott and Paula Sidore –ProWein’s own trend scouts – will provide deep insights into these topics at the Trend Hour Tasting 2022. 
15 and 16 May at 5.00 pm in Hall 1, Room 14

Caravanning & wine
Wine tourism is an important sales-promoting and image-building channel for many winegrowers. In combination with caravanning vacations completely new perspectives open up. Direct overnight stays at wineries are particularly attractive – and many winegrowers have already responded to the increased demand by continuously expanding the number of motorhome pitches. In response to this, there is a new cooperation between ProWein, on the one hand, and CARAVAN SALON Düsseldorf with his partner the Caravaning Industrie Verband (CIVD), on the other hand.
Special Area in Hall 1 – Stand D 80

 Press Events
(more press events at www.prowein.com in the press sector)

Press Talk: book presentation by Fair and Green:  Holistic Sustainability in the Wine Business – Future-Proof Solutions for the Complete Value Chain
Today, the topic of sustainability has penetrated deep into all areas of society – including the wine industry. This book offers an overview of the current state of play regarding sustainability in viticulture as well as an outlook on further developments in this field. Several recognised practitioners and proven experts from science, research and consulting were involved in the anthology. The contributions provide an insight into the different areas of sustainability and shed light on the economic, ecological and social aspects of sustainability. 
Sunday, 15 May, 11.00 am: Book Presentation by Fair and Green e.V. in Hall 4 Stand A60

Drink Pink: Germany’s best rosé and sparkling wines
Rosé (sparkling) wines underwent an enormous boost in quality and image over the past few years.  No wonder the German Wine Institute is picking up on this trend and putting this topic in the limelight at ProWein 2022. Visitors can expect an open tasting of Germany’s 20 best rosé wines at the DWI stand throughout ProWein. An international jury from the most important export countries for German wines made this selection. The three best wines or rosés will be chosen from this line-up on ProWein Sunday at 11.00 am.
Sunday, 15 May, 11.00 am: Hall 1, Stand E120

Sangre de Toro ProWein Launch
Familia Torres invites the press to a Spanish evening and presents the brand Sangre de Toro, which is also the official partner of the Spanish National Team.
Sunday, 15 May from 7.00 pm at Restaurant Quomo, Stromstraße 20 in Düsseldorf – Registration at info@sangredetoro.com

 

Themes and Trends 
Trending: the 0-% bottle

Alcohol-free is an increasingly important trend. Be it wines or spirits – more and more suppliers are focusing on this topic. In the USA and Great Britain, “Mindful Drinking” and/or “Sober Curiosity” have been around for a long time. The desire for zero alcohol is making the rounds especially in Generation “Z”, those born since 1997. In addition, health consciousness is growing; moreover, calories can be saved by reaching for the 0-percent bottle. A wide variety of suppliers from Australia, Belgium, Germany, France, Italy, Canada and the Netherlands will be presenting alcohol-free wines and spirits at ProWein 2022

Under the motto “Sober is the new cool”, Kolonne Null develops alcohol-free wines and sparkling variants in co-production with award-winning family wine-growing estates (such as Gut Leitz/Rheingau; Graf Neipperg/Württemberg). (Hall 1, Stand A 64)

With Nassau Free, a high-quality, tasty whisky alternative without alcohol comes onto the market - produced by the traditional German distillery "Heinrich Habbel". The Nassau Free transfers the aroma diversity and balance of the single malt whisky 1:1 to the non-alcoholic. (Hall 7, Stand B14)

The Meininger Verlag publishing house (Hall 4, Stand A20) will present a selection of non-alcoholic wines and/or spirits on the ProWein Sunday (at 1.00 and 2.00 pm).

The two ProWein trend scouts Paula Redes Sidore and Stuart Pigott have also put together a small selection of non-alcoholic wines and spirits for their Trend Hour Tastings (Hall 1, Room 14 Sunday and Monday 5.00-6.00 pm) alongside other trend products.

In the Trendshow “same but different” (Hall 7.0) non-alcoholic has already played a prominent role since 2018. In particular, trendsetter Siegfried Rheinland Dry Gin (Hall 7.0, Stand B 26) has been making headlines since 2018 with its “Wonderleaf”. The range of comparable products has grown rapidly since then. For example, Dr. Jaglas GmbH (Hall 7.0, Stand B 04) from Berlin has caused a stir with its alcohol-free hibiscus aperitif. Rich in tradition Alfred Schladerer GmbH (Hall 7.0, Stand B 44) is also focusing on VINCENT, an alcohol-free herb-based aperitif refined with ripe raspberries. The same applies to HEIMAT Distillers (Hall 7.0, Stand C 34) from Schwaigern. In addition to their Dry Gin and a ginger spirit, they offer non-alcoholic alternatives, such as the vogelfrei SUGAR CANE with a rum-like flavour. 

Sangria from a paper can
Pulpoloco Sangria imported from Spain is marketed in an aseptic paper can. This paper can looks like a conventional beverage can, but uses 30 per cent less material than aluminium or PET, the materials usually used for beverage cans. 
Global Wine & Food Trade SL: Hall 14, Stand A18

Message on a bottle
The perfect thank you for everyday heroes – why not let a bottle of wine do the talking to say thank you? Heuchelberg Weingärtner e.G. has created a bottle with a special label for just this purpose: “For World Saviours – Red Wine Cuvée”, in a very unusual bottle. The basic idea: the label on the back of the bottle features a list of “world saving” occasions for you to tick as a multipurpose “greetings card”.
Heuchelberg Weingärtner e.G., Hall 1, Stand C29

Asparagus Gin and more
Berlin-based distillery Kreutz has also made it its goal to shape new trends. Urban Garden Gin, for example, is particularly sustainable. The most important botanical is beach mugwort, a climate-robust plant that grows on the company’s own rooftop garden. For the harvest, the team simply goes up two storeys onto the roof. Also in the range: asparagus gin as the perfect accompaniment to any asparagus or springtime dish. 
Berlin Distillery Kreutz GmbH: Hall 7, Stand B30

Scotch Ale matured in a barrel
The flavour worlds of craft beer and whisky are united by St. Kilians X BRLO at ProWein 2022, presented by Neue Bierkultur GmbH. BRLO simply matures its Scotch Ale in original St. Kilians whisky barrels, creating a new taste experience.  
Neue Bierkultur GmbH: Hall 7, Stand C59

 

For more information go to: http://www.prowein.de 
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Press contact:

Christiane Schorn
Tel.: +49 (0)211 4560-991
Fax: +49 (0)211 4560-87991
schornc@messe-duesseldorf.de

Monika Kissing
Tel.: +49 (0)211 4560-543
Fax: +49 (0)211 4560-87543
kissingm@messe-duesseldorf.de

Brigitte Küppers
Tel.: +49 (0)211 4560-929
Fax: +49 (0)211 4560-87929
kueppersb@messe-duesseldorf.de

SHERIDAN, WYOMING – September 25, 2025 –

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. The international market leaders are represented here as are importers and exporters, commercial agents, select vintners and the regional growing regions from the great wine nations. In excess of 5,500 exhibitors from more than 60 countries will be presenting their wines, spirits and craft drinks. “This gives ProWein a clear USP: no other event worldwide offers this comprehensive line-up. Not even Covid-19 can put the brakes on us here,” says Michael Degen, Executive Director at Messe Düsseldorf, right to the point. For the international professionals from specialist retail, food retail, hospitality, food service and catering ProWein is therefore the uncontested, central industry event and the ideal platform “par excellence” for networking and discovering new trends and products.

ProWein 2022 with unique product range

The over 5,500 exhibiting companies from over 60 countries are spread over 13 Düsseldorf exhibition halls clearly segmented by country and region. The biggest nations measured by the number of exhibitors are Italy (over 1,420), France (some 1,100), Germany (just under 700), Spain (650), Portugal (over 360), Austria (over 260) as well as Argentina (over 120) and Greece (over 100). The smallest exhibiting nations occupying 9 square metres each are Finland, Hong Kong, Lithuania, Réunion and Singapore.

ProWein: staging current themes and trends 

Two trends currently dominate the wine and spirits industry: the influence of climate change and “zero alcohol”. Over the past few years many vintners have started to invest in adapting their vines to climate change which entails different wine “stylistics”. Furthermore, the desire for ‘0 percent alcohol’ is on everybody’s lips especially in the younger generation. Insights into both these themes will be provided by the ProWein trend scouts Stuart Pigott and Paula Redes Sidore as part of the Trend Hour Tastings on the ProWein Sunday and ProWein Monday.

Celebrating a premiere will be the “urban gastronomy by #asktoni & ProWein” Lounge geared specifically to the hospitality scene (Hall 4, Stand F 40). The concept is a tailor-made offering for food service operations and their service staff. The five daily workshops with tastings and interviews are oriented towards the different levels of knowledge of food service staff – from beginners to professionals.  Toni Askitis, a gastronome himself, sommelier and influencer, will breathe life into the workshops turning grey theory into colourful live events that are streamed live all over the world.  

Wine tourism is a key sales-promoting and image-building channel for many vintners. In Germany alone wine tourism in the growing regions generated annual total 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. The Caravanning Special Show – also a premiere in 2022 – is a cooperation between ProWein, on the one hand, and CARAVAN SALON Düsseldorf, on the other, in response to this trend. This means from 15 to 17 May interested visitors and/or exhibiting companies will be able to find out about the fascination of mobile vacationing along with a relevant selection of rental vehicles and overnight stays right on the wine estate on a special area in Hall 1 (Stand D 80).

The Trend Show “same but different” (sbd) in Hall 7.0 features 120 exhibitors from 24 countries presenting a highly topical and wide and varied range of Craft Spirits, Craft Beer and Cider. As different as the exhibiting firms are in their pitch, they all share the same aim of a conscious, sustainable and creative processing of raw materials, great craftsmanship and know-how, the principle of regionality and a strong passion for the product and new trends – particularly for trade visitors from the trending hospitality and bar community this is the perfect destination. Currently on trend: zero alcohol and/or low-alcohol beverages.

Forming the “golden entrée” to the French segment is the Champagne Lounge in Hall 9 featuring well-known brands such as Ayala, Alexandre Bonnet, Collard Picard, Deutz and Heidsieck. Add to this numerous Champagne houses that have booked individual stands. All in all, 120 Champagne producers will be represented at ProWein 2022 – very much reflecting the successful market developments with turnover and sales increases of over 30% in 2021 (turnover: +36% to EUR 5.7 billion; sales: + 31% to 320 million bottles.)

The Organic Segment – with the international associations Biodyvin (France), Bioland, Consorzio Vignaioli Del Trentino (Italy), Demeter, Ecovin and Vignerons de Nature (France) along with independent exhibitors – will again be featured with representative ranges in Hall 5. For the Special Show “Organic World” an additional 45 vintners from Europe, for instance from Italy, Greece, France and Spain, have registered.   

For current information on ProWein as well as visuals visit www.prowein.com.

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Press contact:

Christiane Schorn
Tel.: +49 (0)211 4560-991
Fax: +49 (0)211 4560-87991
schornc@messe-duesseldorf.de

Monika Kissing
Tel.: +49 (0)211 4560-543
Fax: +49 (0)211 4560-87543
kissingm@messe-duesseldorf.de

Brigitte Küppers
Tel.: +49 (0)211 4560-929
Fax: +49 (0)211 4560-87929
kueppersb@messe-duesseldorf.de

SHERIDAN, WYOMING – September 25, 2025 –

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. Particularly attractive is staying overnight right on the wine-growing estates – and many vintners have already responded to the increased demand by continuously adding motorhome pitches.

This is a good reason for a cooperation between ProWein on the one hand and CARAVAN SALON Düsseldorf and the Caravaning Industrie Verband (CIVD) on the other. And this is why from 15 to 17 May interested visitors and/or exhibiting companies will be able to find out about the fascination of mobile vacationing as well as a relevant selection of rental vehicles and overnight stays right on the wine estate on a special area in Hall 1, Stand D 80. “Caravanning combines ‘wanderlust’ and culinary delights as hardly any other type of holiday does. Wine-growing regions are popular travel destinations and more and more wine estates are linking their ranges with accommodation options for vacationers with caravans or motorhomes. What could be nicer than winding down from the day surrounded by vines with a bottle of regional wine in your mobile living room? No wonder after an experience like this many caravanning fans become regular customers,” says Daniel Onggowinarso, Managing Director of the Caravanning Industry Association (CIVD e.V.).

“I’m delighted we have succeeded in combining two seemingly so contrary themes here, thereby generating valuable synergies for ProWein and CARAVAN SALON. We definitely aim to intensify this cooperation,” underlines Michael Degen, Executive Director at Messe Düsseldorf, responsible for among others CARAVAN SALON and ProWein. The caravanning theme will also be promoted at ProWein by the participation of ‘roadsurfer spots’, a booking platform for individual motorhome pitches.

Premiere for “The Wine Travel Awards”

This trend is also reflected by a new contest: the “Wine Travel Awards” (WTA) that recognises the world’s best wine travels and tours. This advertising and information campaign was launched by the trade journal Drinks+ from Ukraine. Eligible for participation in this contest are all operators in the wine sectors: wine-growing estates, tour operators, wine authors, bloggers or continuous education institutes. An expert jury comprising twelve industry-leading experts from the areas of wine growing, gastronomic tourism, marketing and journalism will assess the submitted projects in a total of six categories. The WTA winners will be announced in May on the official website at https://winetravelawards.com.

For current information on ProWein as well as visuals visit www.prowein.com.

ProWein on all Channels:
https://twitter.com/ProWein
https://www.facebook.com/ProWein.tradefair
https://www.instagram.com/prowein_tradefair
https://www.linkedin.com/showcase/prowein-tradefair/

Press contact:

Christiane Schorn
Tel.: +49 (0)211 4560-991
Fax: +49 (0)211 4560-87991
schornc@messe-duesseldorf.de

Monika Kissing
Tel.: +49 (0)211 4560-543
Fax: +49 (0)211 4560-87543
kissingm@messe-duesseldorf.de

Brigitte Küppers
Tel.: +49 (0)211 4560-929
Fax: +49 (0)211 4560-87929
kueppersb@messe-duesseldorf.de

SHERIDAN, WYOMING – September 25, 2025 –

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. International trade fairs play an essential key role here. Our additional hygiene and infection protection standards provide a high degree of protection on site and a sense of safety,” stresses Michael Degen, Executive Director at Messe Düsseldorf. 

To continue making wine and spirits professionals from all over the world feel safe and at ease, ProWein will adhere to selected hygiene and infection protection measures voluntarily. Messe Düsseldorf therefore recommends that medical face masks be worn on the premises and that a 1.5 m distance to other persons be maintained. Furthermore, the trade fair company will make sanitizer dispensers available and have frequently used contact surfaces cleaned several times daily. Distance markings in waiting areas avoid crowding in front of  information counters and box offices, for example. Doors, unless they are fire safety doors, will be left open for people to pass through contactless. The transparent droplet guards at service and info counters will also remain in use. Not forgetting the high-performance air filters and ventilation systems, the spacious premises and generous stand space allocation inside the 13 ProWein halls. Furthermore, ProWein will ensure optimised disposal of spittoon cups; in the 13 exhibition halls there will be 70 points for emptying spittoon cups. Another safety aspect: the tasting glasses rented from service provider Boels will be washed at 60°C.

Matchmaking: networking made easy

Networking is just as much part of ProWein as labels are part of wine bottles. But how do the exhibiting wine and spirits suppliers on the one hand, and buyers from retail and hospitality, on the other, actually get together? Here ProWein’s smart Matchmaking Tool provides the ideal platform for making new contacts in a targeted manner – one that’s as fast and easy as a dating App.

Accredited trade visitors as well as all exhibiting companies can already search for matching contacts and products in the run-up to ProWein. They then receive match proposals who they can talk to direct and arrange appointments with for the trade fair period – or also virtually during the fair. From 20th April the corresponding website at www.prowein.com and the ProWein Matchmaking App will be online for IOS and Android OS. Visitors who have tickets for ProWein can already conveniently and swiftly register using their log-in data and upload their interests and search parameters. By quickly matching these interests with others, users are immediately provided with recommendations and personalised proposals for them to make contact. “By matching those with common interests the Matchmaking Tool already very selectively brings together supply and demand in the preparatory stages of the trade fair. Both sides benefit from this and trade fair participation becomes even more efficient,” sums up ProWein Project Director Bastian Mingers.  

Further key information: entry into Germany for trade fairs possible again

Another aspect for successful trade fairs: the Government no longer categorises any countries as Covid high-risk regions which means that quarantine and registration obligations no longer apply either. So all participants in trade fairs are no longer subject to Covid-related entry restrictions for Germany. Entry to Germany is subject to a negative test result, proof of vaccination or recovery. Important to note in this context is that the vaccine used here needs to be one recognised in Germany. Citizens from countries requiring a visa who travel to Germany to attend or exhibit at a trade fair continue to require a business visa and here proof of trade fair participation must be provided.

For current information on ProWein as well as visuals visit www.prowein.com.

ProWein on all Channels:
https://twitter.com/ProWein
https://www.facebook.com/ProWein.tradefair
https://www.instagram.com/prowein_tradefair
https://www.linkedin.com/showcase/prowein-tradefair/

Press contact:

Christiane Schorn
Tel.: +49 (0)211 4560-991
Fax: +49 (0)211 4560-87991
schornc@messe-duesseldorf.de

Monika Kissing
Tel.: +49 (0)211 4560-543
Fax: +49 (0)211 4560-87543
kissingm@messe-duesseldorf.de

Brigitte Küppers
Tel.: +49 (0)211 4560-929
Fax: +49 (0)211 4560-87929
kueppersb@messe-duesseldorf.de

SHERIDAN, WYOMING – September 25, 2025 –

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. For the international professionals from specialist retail, food retail and the hotel, restaurant and catering sectors ProWein from 15 to 17 May 2022 is therefore the industry’s uncontested key event and ideal platform for networking and scouting new trends and products.  

Against the backdrop of the rapidly spreading Omicron variant Messe Düsseldorf had postponed ProWein from the accustomed March dates to May at the beginning of the year. “December to late January were marked by a palpable sense of pessimism and insecurity regarding the expected course of the Omicron wave. By rescheduling the trade fair to May we managed not only to increase planning reliability for exhibitors and visitors but also to ensure clearly improved prospects regarding anticipated international attendance. Meanwhile, the current course of the pandemic – as well as the roadmap developed by policymakers to open up public life again – provide a very solid basis for the event to take place in May under the most positive conditions imaginable,” explains Michael Degen, Executive Director at Messe Düsseldorf, speaking at the international Media Summit in Düsseldorf on 23 February.

In fact, the May rescheduling has met with very positive feedback from the international industry. “ProWein is an institution. Without this trade fair we would not be where we are today. Trade fairs are important in a global world but without international guests they are a bit like a school get-together with just your classmates,” says Dr. Martin Tesch from the wine estate Weingut Tesch (www.weingut-tesch.de) on Germany’s Nahe region, aptly putting it in a nutshell. Magdalena Pesco, General Manager of Wines of Argentina (www.winesofargentina.com), arrives at the same conclusion: “Postponing ProWein to early summer was a good idea and will pay off for everyone at the end of the day.” This view is also shared by such international visitors as Gretchen Thomas, VP of Creation of the Barcelona Restaurant Group/USA (www.barcelonawinebar.com), who underlines a view echoed by many other buyers: "For exploring new wines and networking with suppliers, my company has found no better resource than attending ProWein. We are able to accomplish months worth of work and meetings in just a few days. All manner of winery sizes and wine styles exist at this event, making it extremely relevant to our diverse wine program, particularly as we are sourcing small production artisanal wines for a growing restaurant company with multiple locations. So happy we'll be able to attend in person this May!"

Product spectrum @ ProWein: unique the world over

From 15 to 17 May to the tune of 5,500 exhibitors from over 60 countries will be spread across the 13 halls of Düsseldorf Exhibition Centre, clearly segmented according to country and region. “The international brand leaders will be represented here as will importers and exporters, agencies, select estates and the individual wine-growing regions,” remarks Bastian Mingers, Project Director at ProWein, and adds: “ProWein has a unique selling point: no other event worldwide offers this comprehensive product spectrum. Not even Covid-19 can slow us down.”

Italy is represented in Halls 15 to 17 with all its growing regions including the biggest joint participations from Veneto, Piemonte and Tuscany. Alongside Italy’s best-selling companies such as Zonin, Botter Vini and Fratelli Martini, numerous top-notch producers will be represented including Castello di Ama from Tuscany, Elena Walch from South Tyrol and Elio Altare from Piemonte. The wine nation Austria will be hosted at the forthcoming ProWein in Hall 5 while Portugal will feature in Hall 13, and Spain in Halls 13 and 14. Hall 12 will be reserved entirely for New World producers, including amongst others the Wine Institute of California, Wines of Chile and Wines of Argentina. In Hall 11 the focus will be on spirits.

“La Grande Nation” present with all growing regions

Halls 9 to 11 are in the hands of the French wine industry. All wine-growing regions of “la grande nation” will fly their flags; occupying some 15,000 square metres of exhibition space this is almost a trade fair of its own. Household names like Les Grands Chais de France, Castel Frères, Albert Bichot, Bernard Magrez, Dourthe, Paul Mas and Gérard Bertrand are represented. Serving as the “golden entrée” to the France area is the Champagne Lounge featuring such well-known brands as Ayala, Alexandre Bonnet, Collard Picard, Deutz and Heidsieck. Add to this, a great number of Champagne producers participating with their own stands: Bollinger, Charles Gosset, Nicolas Feuillatte, Lanson and Bruno Paillard. ProWein 2022 will see to the tune of 120 producers exhibit here, providing a comprehensive overview of the exquisite sparkling wines from the Champagne region.

New Hall 1: home to the German wine business

Curtains up for the new Hall 1: inaugurated in September 2019, the new Hall 1 with its representative entrance Süd will be used for ProWein for the first time this year – for the German suppliers, to be precise. Just under 800 exhibitors from Germany will be featured in Halls 1, 4 and 5. All relevant German wine-growing regions will join the fray such as Baden, Moselle, Nahe, Pfalz wines with some 40 vintners, Rheingau, Saxony with its state-owned estate Wackerbarth and the region Württemberg. Also flying its flag at ProWein 2022 will be VDP (Association of German Prädikat Wine Estates) with some 70 estates from throughout Germany as well as the wine producers Dreissigacker, Henkell Global Freixenet, Hensel, Herres Layat, Molitor, Schlumberger, Schneider and Weil – to name but a few. Likewise, the organic segment – featuring international organic associations like Ecovin, Bioland, Demeter and Biodyvin plus Vignerons de Nature as well as individual exhibitors like Peter Riegel Weinimport or Can Axartel from Mallorca – will again all be exhibiting with representative ranges at ProWein. The popular special show “Organic World” has seen registrations from an additional 45 wine growers from Europe such as Italy, Greece, France and Spain.  

“same but different”: 120 exhibitors from 24 countries

“same but different” (sbd) is a real highlight at the heart of ProWein 2022. Approximately 120 exhibitors from 24 countries will showcase a highly topical and versatile range of craft spirits, craft beer and cider in Hall 7.0. This means the special event is once again fully booked thanks to its special “recipe”. The hallmark and secret to “same but different’s” success are its unique spirits and the unrivalled atmosphere so typical of the activities in this exhibition hall. This sets sbd clearly apart from other events. As different as the focus of these exhibitors may be, they all share the same aim of careful, sustainable and creative processing of raw materials, great craftsmanship, often the principle of regional sourcing – and, of course, a great passion for the product and new trends. Hall 7.0 presents pioneers, trendsetters and market leaders from the growth segments of craft spirits, craft beer and cider – exactly the right place for professional visitors from trend hospitality, the bar community but also food retail.

For more information visit:

https://www.prowein.de/de/same_but_different.

Debut for urban gastronomy

For gastronomers the forthcoming ProWein will prove a particularly attractive destination. In addition to the product portfolio of the approx. 5,500 exhibitors from throughout the world, the special show in Hall 4 “urban gastronomy by #asktoni, alias Toni Askitis & ProWein” will become a highlight: workshops with tastings will specifically cater to the needs of hospitality professionals and the various levels of knowledge of hospitality staff. A corresponding line-up of workshops is offered for beginners, advanced and professionals – tailored to the varying needs.

For current information on the leading international trade fair for the wine and spirits industry – as well as visuals – visit www.prowein.com.

Press contact:

Christiane Schorn
Tel.: +49 (0)211 4560-991
Fax: +49 (0)211 4560-87991
schornc@messe-duesseldorf.de

Monika Kissing
Tel.: +49 (0)211 4560-543
Fax: +49 (0)211 4560-87543
kissingm@messe-duesseldorf.de

Brigitte Küppers
Tel.: +49 (0)211 4560-929
Fax: +49 (0)211 4560-87929
kueppersb@messe-duesseldorf.de

SHERIDAN, WYOMING – September 25, 2025 –

The wine sector looks positively at post-Covid times and bets on sustainability 

Commissioned by ProWein, late 2021 saw Geisenheim University survey experts representing the entire wine supply chain from 48 countries for the fifth time now. Participants in the survey include wine producers from the most important wine-growing countries in the old and new world, exporters, importers, specialist wine dealers as well as representatives from food service and hospitality. Following on from the unique “journey through time” undertaken with the market barometer for the international wine industry since 2017 this ProWein Business Report rates the importance of challenges facing the sector after two years of pandemic. 

The focal theme of the current ProWein Business Report is the significance and implementation of sustainability in the wine industry. It looks at whether sustainability has lost any of its importance during the pandemic and which concrete measures the wine sector has already undertaken to become sustainable. The ProWein Business Report is the first international study comprising industry views on the current and future significance of organic and sustainably certified wine growing. It specifically deals with the question of how sustainability can be communicated to consumers in the most effective way. “The particular importance of sustainability for the wine sector is reflected in the very high participation rate of nearly 3,000 international experts,” stresses Prof. Simone Loose, Head of the Institute of Wine and Beverage Business at Geisenheim University. “The sector is faced with the challenge of adapting to climate change while becoming greener and more sustainable as well as of credibly getting this message across to their customers. This will only be possible if the industry joins forces and wine producers and dealers as well as hospitality can all act and communicate credibly.”

TOPIC BLOCK 1

The mood in the industry

The current economic climate in the wine sector is better than expected in the first year of the pandemic.

The international wine trade has clearly recovered and the sector optimistically looks to the post-Covid 19 future. 

Disrupted supply chains and cost increases are currently the biggest challenges. 

Climate change is a strong or very strong threat for six out of ten wine producers.   

 

Economic climate improved and better than expected

“Contrary to expectations the economic climate has not deteriorated any further – the wine sector is doing better in 2021 than in the previous year 2020.”

Since 2017 the ProWein Business Report has mirrored the wine industry’s economic situation and business expectations of the day. In 2020, the first year of the pandemic, the sector still looked to the future with great pessimism. Contrary to expectations, however, 2021 saw a clear recovery in the wine trade – however, the good economic climate prevailing prior to the pandemic has not been reached yet. Expectations for 2022 are cautiously positive.

Spanish and Italian wine producers hope for the strongest post pandemic improvement of wine demand. French producers are slightly less optimistic because of the high crop losses due to late frost, while German producers are generally more reserved. Wine trade and hospitality expect the situation in 2022 to hardly change against 2021.

Graphic Chart: 1_small_recovery

Current challenges for the wine industry

“Overloaded supply chains and rising prices are right now the key challenges facing the sector.”

The concurrent economic recovery occurring on a global scale after the Covid-19 crisis leads to strong cost increases for energy, raw materials and transport as well as to long delays in global merchandise shipping and, hence, also for wine shipments. Cost increases endanger the profitability of international wine transactions. The wine sector is therefore faced with the challenge of factoring in these cost increases and of passing them on in the supply chain. Since consumer budgets are subject to significantly larger burdens in this inflationary climate in general, the sector is worried about wine consumers’ reactions to price increases. It is therefore uncertain how strongly the current trend of premiumisation of wine can be continued in the near future. 

Graphic Chart: 2_challenges

“Hotels and restaurants as well as specialist wine dealers are still suffering from the Covid-19 induced sales restrictions.”

Covid-19 continues to restrict wine trade. Consequences of the pandemic rank third in the list of current challenges. After an initial recovery in summer 2021 the new Covid variants have again heavily constrained tourism and the meetings industry worldwide. Although it is hoped that summer 2022 will bring marked improvement and normalisation, it is not safe to say what the “new normal” in social life will look like after the pandemic. Wine dealers and food service providers have so far felt less of the effects of climate change and environmental regulations than the producers. This goes hand in hand with a lower awareness of sustainability among wine traders as well as a low willingness to honour the higher cost of sustainable wine and to communicate it to consumers. 

“Climate change and stronger environmental regulations paired with concurrent lower profitability face wine producers with major challenges.”

The pandemic and the less extreme last summer have weakened the public perception of climate change. The process of climate change, however, continues unabated and also in the current survey constitutes a strong or very strong threat for six out of ten wine producers, making costly adaptation measures necessary. At the same time, wine producers are faced with the challenge of complying with increasing environmental regulation by means of investment.  Considering the low profitability of most wine producers, coping with environmental challenges proves an economic burden especially for many smaller outfits and will further accelerate the concentration process.  

Wine producers also face more challenges on account of price increases in general. In France and Germany the European health policy to reduce alcohol consumption is felt particularly strongly. Producers in new world countries, the USA, Australia and South Africa perceive the international trade war as well as competition through other beverages (Hard Seltzer, Craft Beer) and the legalisation of cannabis as particular challenges.

TOPICS BLOCK 2:

Organic viticulture and sustainability

The importance of sustainability remains high and actors are actively implementing measures to improve it.  

From the industry’s point of view, the requirements for certified organic viticulture should be further developed in the direction of sustainability.  

The industry demands a uniform, strong and credible standard for sustainability. 

 

Organic viticulture paving the way for sustainability

“Organically certified viticulture is already widespread with strong regional differences due to climate.”

Certified organic viticulture looks back on a long tradition and in essence centres on the use of non-synthetic substances for vine protection and fertilisation. The Green Deal of the European Commission aims for a quarter of European vineyards to be cultivated as certified organic to increase sustainability. This has given rise to a heated debate in the wine sector about how sustainable organic viticulture really is.

The industry leaders polled hold noticeably more organic certifications than the industry average – values are not representative for wine-growing countries though. Thanks to the climatic advantage of dry, Mediterranean summers organic viticulture is most widespread in Spain, Italy and France; 61%, 52% and 35% respectively, of the industry leaders participating in the survey are organically certified, and nearly all of them could imagine changing their production over to organic in future.  

Due to the moist and cool climate that promotes fungus diseases in vines only 21% of the German producers surveyed are organically certified and the majority of vintners in Germany and the new world are not considering going organic in future either.

Graphic Chart: 3_organic

“The future prospects in the wine trade and in food service are positive but unfortunately also clouded by consumers’ unwillingness to pay for organic wine.” 

The majority of specialist wine dealers (78%), hoteliers (77%) and food service providers (72%) assume that organic wine production will continue to rise in future. Optimism is strongest among the trade representatives in Scandinavia, Belgium, Luxembourg as well as France and Italy. Part of these countries are even noting active demand for organic wine among consumers. In contrast to this, wine dealers in the Netherlands, Germany and Eastern Europe report of lower demand from consumers and an unwillingness to pay for organic wine. They are therefore less optimistic about market growth for organic wines. For those in the wine trade consumer unwillingness to pay for organic wine and organic certification costs rank first in the list of reasons for refusing certification. Only a third of those in retail and food service expect the EU to attain its 25% organic vineyards target. 

“The industry is calling for the further development of organic viticulture towards environmental sustainability.” 

From the vintners’ point of view, the economic risk and use of copper for plant protection are the two key reasons against organic certification. The environmental and economic sustainability of organic viticulture is seen as rather critical by winegrowers. Only half of them believe that profitable viticulture is environmentally sustainable. This view is most widespread in Spain at 82%, while German vintners (at 41%) are most critical because of the herbicides often needed. The environmental sustainability of organic viticulture is rated even less positively. Only 30% of German vintners, 40% of vintners in France and Italy and 58% of vintners in Spain feel that organic winegrowing is economically viable in the long term. A greater willingness to pay on the consumers’ part would be a key prerequisite for covering the higher costs for organic wine production in growing regions not graced with an ideal climate.  

Graphic Chart: 5_organic_rules

The overwhelming majority of the industry demands further development of organic viticulture regulations to reconcile them with the more comprehensive concept of environmental sustainability. This demand is equally shared by all wine-growing nations; 8 out of 10 producers agree that further development is necessary. In general, those in the wine trade and food service sector have a less detailed insight into the production conditions of organic winegrowing. Nevertheless, they are similarly critical when it comes to the sustainability of organic viticulture: 7 out of 10 representatives of the wine trade and food service sectors demand a consistent development of organic viticulture towards sustainability.

Sustainability is as important as before for the wine sector and implemented with concrete measures

“The pandemic has not diminished the importance of sustainability for the wine industry – economic sustainability is most important.” 

At the beginning of the pandemic, industry experts voiced their concerns in the last ProWein Business Report that the challenges triggered by Covid-19 would limit the industry’s ambition to reach sustainability. Fortunately, these fears have not been confirmed. Compared to 2019 sustainability is considered as important as before in the industry.  

Of the three pillars of sustainability, the economic pillar – meaning the long-term survival of a company – is the most important dimension of sustainability, according to the wine industry. Only economically viable and successful companies can invest in environmental and social sustainability. 

“The new world and France lead in producer sustainability.”

Being a more recent concept, certification as a sustainable producer is not yet as widespread as organic viticulture. In the lead here are the new world and France where roughly half the vintners surveyed are already certified as sustainable. In Spain, Italy, Portugal, Austria and Greece 40-50% of those polled are considering sustainability certification in future. Of the larger companies in cooperatives and wineries one third already hold or are undergoing certification at present. This percentage is still markedly lower among smaller wine-growing estates. In Germany, where many small enterprises also took part in the survey, most companies have not considered certification so far.  

Awareness of sustainability certification has so far been least pronounced in the wine trade and food service segments. In terms of trade, Sweden and Finland, where more than 30% of companies are certified as sustainable, are out in front – followed by Norway (27%), France (21%) and Austria (16%). In Central Europe one in ten of the polled wine dealers and gastronomers are sustainably certified:  Denmark (11%), Belgium (9%), Netherlands (8%) and Germany (7%).

“There are already numerous concrete measures to improve sustainability in viticulture.”

The vintners polled stated they had predominantly undertaken measures to achieve environmental sustainability. Two thirds of the wine-growing estates surveyed had reduced the use of herbicides (France and Austria are leading here at 80%, followed by Spain 74%) and proactively promoted biodiversity (USA 78%, France 72%, Germany 61%). Half the estates polled had minimised the use of pesticides (New Zealand 100%, USA 90%, France 80%, Spain 70%), and just under 30% had reduced water consumption (South Africa 90%, New Zealand 50%, Portugal 40%). Due to the high investment costs associated with its use, digital technology for optimally dosing water, fertilisers and herbicides is so far not very widespread. The countries of the new world (Australia 50%, USA 33% and South Africa 33%) are leading here compared to old world nations (Spain and Italy 22%, France and Portugal 17%, Germany 11%).

Graphic Chart: 4_ecological_actions

“Wine trade and gastronomy are also focusing on concrete measures in the field of sustainability. However, support from producers through listing and marketing still leaves room for improvement.” 

Specialist wine dealers and gastronomes have so far focused their measures especially on saving resources. These include saving paper by digitalisation by one in two companies, waste avoidance (Norway and Portugal 50%; Finland, Sweden and Spain 45%), reduced energy consumption (Sweden 43%, Finland 35%, Germany 28%, Belgium 26%), optimisation of the supply chain to reduce CO2-emissions (Luxembourg 45%, Norway 36%, Sweden 32%) and changeover to a CO2-neutral energy supplier (Sweden 25%, Italy and Belgium 24%, Austria 18%).

Beyond this, wine dealers and hospitality play a crucial role in the listing, marketing and communication of sustainable products with consumers. So far, the majority of dealers have stated they have marketed organically or sustainably certified wines as part of their portfolio (Sweden 67% of dealers, France 60%, Finland 57%, Poland and Luxemburg 55%, UK 52%, Italy 47%). While one in four wine producers say they use alternative wine packaging, only one in ten specialist wine dealers and gastronomes have listed these for marketing. There are vast regional differences here, with the Nordic countries in a clear lead due to the monopolies in those countries (Sweden 57%, Finland 48%, Norway 43%, Canada 30%, UK 24%, France 20%, Germany 4%). Since the production and transportation of glass bottles accounts for a third to a half of the CO2 emissions, the greatest potential for supporting sustainable products lies with the trade side of the industry.

Uniform, credible sustainability standard is called for

“The industry calls for one single credible standard!”

Industry representatives agree that consumers cannot understand and differentiate between the great number of environmental and sustainable certifications. Eight out of ten industry experts demand a unique, strong sustainability standard that can be jointly communicated to consumers.

Graphic Chart: 6_one_standard

The industry names credibility, independence and a critical audit of the data submitted for certification as the most important requirements for notified bodies. Ranking second are consulting and proposals as to how the sustainability of the company can be improved in concrete terms. The companies surveyed also felt that the certifying bodies should translate research into more sustainable measures and build a network for companies to exchange on best practice.  

The motivation of producers and dealers to obtain a sustainability certification is primarily driven by their own conviction and their personal interest in sustainability as a holistic system. This interest shown by companies now needs to be increased further by targeted information. A vague definition of sustainability and the risk of greenwashing are stated as the biggest obstacles to certification, followed by consumers’ unwillingness to pay for this and excessively high certification costs. 

“Certification as a joint path with political regulations is called for.”

At a rate of 8 out of 10 companies the absolute majority of industry experts are aware that the wine sector still has substantial room for improvement in terms of sustainability. One in two of those polled regard mandatory legal regulations (like the ban on herbicides) as more effective than voluntary commitments of the organisations to reach these sustainability goals. In particular, the companies already obtaining or undergoing sustainability certification are those calling for additional state rules. These companies with a particularly strong interest in sustainability believe that certification and state regulation complement rather than replace each other. From the wine producers’ perspective, however, there is a risk of sustainability regulations leading to distortion of competition through higher costs. One in two wine producers fear competition by wine imports from countries with cost advantages from low sustainability standards and demand compensation by way of import restrictions on non-sustainable wine.

“Sustainability complements tomorrow’s organic cultivation.” 

Environmental viticulture has paved the way for more sustainability in the wine sector. Holistic sustainability goes one step further and also encompasses measures to reduce greenhouse gas emissions and to save water and energy as well as actions for economic and social sustainability. The majority of industry leaders polled can imagine undergoing sustainability certification or are already certified. The results of the survey conducted for the ProWein Business Report allude to sustainability becoming a complement for “tomorrow’s organic cultivation”. Those wine-growing companies obtaining both organic and sustainable certification, have – by their own accounts – undertaken more measures to achieve environmental sustainability than companies that are only certified as organic producers.  

A sustainable wine industry is only achieved if all actors along the complete supply chain cooperate and can also convince shoppers of the benefits of sustainability with their approach. To this end the wine trade and hospitality have to better fulfil their roles as ambassadors and communicators of sustainability and contribute to the successful sale of sustainable wine.

Commissioned by ProWein, this study was carried out by the Institute for Wine and Beverage Business at Geisenheim University, headed by Prof. Dr. Simone Loose and her team. Celebrating its 150th anniversary, Geisenheim University today is one of the leading wine research and education centres in the world. It offers a wide range of German and English wine degrees complemented by the new MBA for Management in the Wine Sector.

ProWein and Geisenheim University look forward to also successfully continuing the ProWein Business Report over the coming years. With this study ProWein provides the wine sector with a worldwide unique market barometer over an extended timeline answering key questions of the sector and addressing special themes on an annual basis. We would like to thank survey participants and hope for continued, avid participation of wine producers and marketers going forward. 

Upon request each participant is provided with a complimentary copy of the detailed ProWein Business Report. 

Note for editors: for current visuals visit www.prowein.de.

SHERIDAN, WYOMING – September 25, 2025 –

120 exhibitors from 24 countries/ trending: non-alcoholic

The Trend Show “same but different” (sbd) is a real highlight at the heart of ProWein 2022 from 15 to 17 May. To the tune of 120 exhibitors from 24 countries will be presenting extensive and cutting-edge ranges of craft spirits, craft beer and cider here in Hall 7.0 – meaning this special event will again be fully booked thanks to its special recipe. “The success formula and hallmark of “same but different” are its unique spirit and inimitable atmosphere, setting the tone for activities in this exhibition hall. With this ambience we deliberately set ourselves apart from other events,” explains Nicole Funke, Senior Project Manager at ProWein. As varied as the focus of these exhibitors may be, they all share the same aim of a gentle, sustainable and creative processing of raw materials, great craftsmanship and know-how, often regional sourcing principles – and, of course, a strong passion for the product and new trends. “Since its debut in 2018 our Trend Show “same but different” has grown into a real gem for ProWein. Presented here in Hall 7.0 are pioneers, trendsetters and market leaders in the growth segments of spirits and cider – the perfect choice especially for trade visitors from trend hospitality, the bar community but also food retail,” says Bastian Mingers, Project Director of ProWein, summing it up in a nutshell. The ranges at “same but different” are just as international as ProWein itself. Exhibitors will be coming from the following 24 countries: Australia, Austria, Belgium, Denmark, Germany, Greece, Estonia, Finland, France, Italy, Latvia, Luxemburg, Mexico, Netherlands, Norway, Peru, Poland, Singapore, Spain, Sweden, Switzerland, UK, Ukraine, USA.

A theme that’s trending: non-alcoholic

Non-alcoholic is a central theme – be it for craft beer or craft spirits. In particular, trendsetter Siegfried Rheinland Dry Gin (Hall 7.0, Stand B 26) has been hitting the headlines with its “Wonderleaf” since 2018, the debut year of sbd. Since then, the array of comparable products – and, hence, the choice of trade buyers from restaurants, hotels and retail – has grown exponentially. Dr. Jaglas GmbH (Hall 7.0, Stand B 04) from Berlin, for instance, caused a stir with its non-alcoholic hibiscus aperitif – and definitely not just because its founder and CEO, Dr. Christina Jagla, is a pharmacist by profession. By launching VINCENT the tradition-rich company Alfred Schladerer GmbH (Hall 7.0, Stand B 44) also bets on a non-alcoholic, herb-based aperitif, refined with ripe raspberries. The same applies to HEIMAT Distillers (Hall 7.0, Stand C 34) from Schwaigern. They not only offer their Dry Gin and a ginger spirit but also non-alcoholic alternatives, such as ‘vogelfrei SUGAR CANE’ with a rum flavour. An aperitif with low alcohol content is Amaro Santoni by Gabriello Sanonti SRL (Hall 7.0, Stand A 01) from Italy; this bitter is a Dolce Amaro based on rhubarb and iris blossoms and a protagonist of the Italian ‘aperitivo’ culture handed down for generations. 

Setting new trends has also been the goal at Berlin-based Distillery Kreutz (Hall 7.0, Stand B 30). Their Urban Garden Gin is particularly sustainable. Its key botanical is beach mugwort, a climate-busting plant that grows on the company’s own roof garden. To reap the harvest the team simply pops two storeys upstairs. The aroma worlds of craft beer and whisky are united by St. Kilians X BRLO at ProWein 2022, showcased by Neue Bierkultur GmbH (Hall 7.0, Stand C 59). BRLO simply have their Scotch Ale mature in original St. Kilians whisky jars thereby creating a whole new taste journey. Deutsche Spirituosen Manufaktur GmbH (Hall 7.0, Stand B 22) headquartered in Berlin boasts some 115 products in their repertoire – an inexhaustible repository of inspirations for customers from food service and the bar community as well as specialist retailers. DSM stands for premium spirits manufactured in small batches, 100% by hand. Not forgetting ‘Ingwerer’ from Schweizer Peppe International AG (Hall 7.0, Stand C 03), an organic craft liqueur, or the Original Cider Range by RAMBORN Cider Co. from Luxembourg (Hall 7.0, Stand D 34). Alongside the quality of the product range, their key hallmark is sustainability across the entire company. As a BCorp-certified company they can now pride themselves on a negative carbon footprint.

For more information on ProWein 2022 and the Trend Show “same but different” visit www.prowein.com.

Follow ProWein on social media:

https://twitter.com/ProWein

https://www.facebook.com/ProWein.tradefair / https://www.instagram.com/prowein_tradefair

Press contact:

Christiane Schorn
Tel.: +49 (0)211 4560-991
Fax: +49 (0)211 4560-87991
schornc@messe-duesseldorf.de

Monika Kissing
Tel.: +49 (0)211 4560-543
Fax: +49 (0)211 4560-87543
kissingm@messe-duesseldorf.de

Brigitte Küppers
Tel.: +49 (0)211 4560-929
Fax: +49 (0)211 4560-87929
kueppersb@messe-duesseldorf.de

SHERIDAN, WYOMING – September 25, 2025 –

New dates from 15. to 17. May 2022

Messe Düsseldorf postpones ProWein in consultation with the partners and associations involved from 15 to 17 May 2022. In view of the currently very dynamic infection patterns and the rapid spread of the Omicron variant the event originally planned for the period from 27 to 29 March 2022 can no longer be kept.

Dr. Stephan Keller, Lord Mayor of the North Rhine Westphalian capital Düsseldorf and Chairman of the Supervisory Board of Messe Düsseldorf, welcomes this decision: “All parties – participating companies and business at the location – are interested in successful and the safest leading Düsseldorf trade fairs possible. The currently tightened pandemic situation does not allow for sufficient planning security. Therefore, postponing the trade fairs to early summer makes most sense for all parties involved.  Based on the experience of the past two pandemic years and the assessment of virologists, we then assume that the situation will improve considerably and that the trade fairs will be able to develop their positive effect much more strongly".

Wolfram N. Diener, CEO of Messe Düsseldorf, emphasizes the backing for the new trade fair dates: “The tenor among our exhibitors is: We want and need ProWein – but at a point in time that promises the biggest prospects of success. Together with the partners and associations involved we regard early summer as the ideal period for this. We not only expect infection patterns to calm down but also more people to be able to enter the country and take part. This means exhibiting companies as well as visitors can do their business in an environment that is clearly less affected by Covid-19.”

„ProWein goes city“ also postponed 

By the same token “ProWein goes city”, the joint initiative of the trade association Destination Düsseldorf and Messe Düsseldorf, will follow this postponement and again become a central attraction for wine lovers and travel enthusiasts thanks to its diverse programme in restaurants, hotels and specialist retail stores.

Further information about ProWein under www.prowein.com.

Press contact:

Christiane Schorn
Tel.: +49 (0)211 4560-991
Fax: +49 (0)211 4560-87991
schornc@messe-duesseldorf.de

Monika Kissing
Tel.: +49 (0)211 4560-543
Fax: +49 (0)211 4560-87543
kissingm@messe-duesseldorf.de

Brigitte Küppers
Tel.: +49 (0)211 4560-929
Fax: +49 (0)211 4560-87929
kueppersb@messe-duesseldorf.de

SHERIDAN, WYOMING – September 25, 2025 – - Preparations in full swing
- Ticketshop for visitors goes livey
- Messe Düsseldorf relies on proven PROTaction Hygiene Concept

Still some three months to go – until ProWein in Düsseldorf at last opens its doors for the first physical event again after three years. The entire wine and spirits industry will focus on the 13 exhibition halls on the Rhine from 27 to 29 March. ProWein 2022 will present to the tune of 5,500 exhibitors – including the international market leaders, importers/exporters, commercial agents, select vintners or the regional growing regions – thereby again offering a unique international line-up.

The preparations for ProWein 2022 are currently in full swing: the detailed space allocation for the 13 exhibition halls is next to complete and, hence, the online exhibitor database as good as finished. Now the exhibitors are filling this database with their concrete product data – the be all and end all for international trade visitors to plan and prepare their trade fair visit. And the Ticketshop has also gone live already. As of now wine and spirits professionals will be able to secure their tickets for ProWein at this link (priced at EUR 50.00): www.prowein.de/2130. Unlike in previous years tickets can only be purchased online – but not at the entrances on site. ProWein will be open as usual from Sunday to Tuesday, from 9.00 am to 6.00 pm daily.

PROTaction Hygiene Concept protects visitors and exhibitors

COVID-19 plays a pivotal role in the preparations. This is why Messe Düsseldorf has developed a comprehensive hygiene concept called PROTaction, which has already outstandingly proven its worth at other trade fairs in Düsseldorf. Add to this, trade fairs are business platforms and therefore not subject to the safety and hygiene rules of culture, sports and leisure events. At the centre of PROTaction is the VRT principle: access to ProWein is therefore – just as with all B-2-B trade fairs – restricted to vaccinated, recovered and tested persons. “We are very well prepared and capable of consistently implementing all statutory provisions at our exhibition centre thanks to our proven PROTaction Concept. All measures – be it the access controls at the entrances or compliance with the MDH rules inside the halls – contribute substantially to the safety of exhibitors, visitors and journalists,” underlines Michael Degen, Executive Director Messe Düsseldorf, and adds: “Even in times of the pandemic we offer our exhibitors and visitors a perfect platform with room for information exchange, networking and tasting.”

Exhibitors explicitly back ProWein and its COVID-19 policy. Perhaps Frederico Falcão, President of Wines of Portugal, sums it up best: “We have to look to the future with optimism, ProWein has to take place at all costs. We see no reasons for cancelling – on the contrary: we bet on ProWein 2022 with all our optimism and look forward to the trade fair next year.”

ProWein on all channels:

www.prowein.de; https://twitter.com/ProWein; https://www.facebook.com/ProWein.tradefair; https://www.instagram.com/prowein_tradefair

New dates for ProWine Singapore 2022 are all set, with the trade fair dates now moving from May to 5 – 8 September 2022. This edition will once again be held alongside FHA-Food & Beverage, organised by Informa Markets.

The co-location of ProWine Singapore with FHA-Food & Beverage provides a winning pairing for the synergistic sectors across the wines, spirits, food and beverage portfolios. Jointly organised by Messe Düsseldorf Asiaand Informa Markets, ProWine Singapore’s move to the second-half of the year when world economies are anticipated to be on the mend, venue capacity restrictions and safe distancing at large-scale events are relaxed - will be a more opportune time to offer participants an optimal environment to conduct business here in Southeast Asia.

“We wanted to make this decision at the earliest opportunity as now is normally the time when we, together with participating companies start shifting into high gear as preparations get underway. For better planning certainty for participants and now the co-location once again with FHA Food & Beverage – the largest gathering of leading F&B manufacturers and brand names, the move to September will allow more time for preparations. We are looking most forward to reconnecting with the wines and spirits sector and creating a one-stop sourcing and networking platform,” said Mr Gernot Ringling, Managing Director, Messe Düsseldorf Asia.

With the re-set button already in motion for ProWine Singapore 2022, a wide representation of international wine and spirit labels, technology-driven solutions, masterclasses and specially curated itineraries – a refreshed and exciting programme awaits.

Press contact:

Christiane Schorn
Tel.: +49 (0)211 4560-991
Fax: +49 (0)211 4560-87991
schornc@messe-duesseldorf.de

Monika Kissing
Tel.: +49 (0)211 4560-543
Fax: +49 (0)211 4560-87543
kissingm@messe-duesseldorf.de

Brigitte Küppers
Tel.: +49 (0)211 4560-929
Fax: +49 (0)211 4560-87929
kueppersb@messe-duesseldorf.de