Prowein organisers talk up show's diversity

15 February, 2013

Next month 2,000 UK buyers will travel to Düsseldorf to sample wines and spirits from around the globe at the world’s largest wine fair.

This year Prowein has attracted 4,500 exhibitors – 600 more than 2012 – and emerging countries such as Tunisia and Lebanon have joined the party, which runs from 24-26 March.

The show will draw 40,000 visitors and nearly all of the 50 wine-producing countries represented will be stepping up their presence this year.

Event director Michael Degen told OLN: “We stand for diversity – that’s our big advantage. Prowein is held on neutral ground. It’s not like going to Bordeaux. It’s not in a wine industry region and there’s no wine region nearby.

“Not even the German winemakers get priority. Eighty per cent of our exhibitors are international.

“People go to Vinexpo or Vinitaly to order French or Italian wine. They go to Prowein for wine from all over the world, from more than 50 wine-producing countries.”

Nevertheless, Old World countries such as France, Italy and Spain are the ones that have increased their presence at the show the most dramatically for 2013.

Degen said Australia, Chile, the US and eastern Europe are also taking a lot more space.

Wines of South Africa will be represented in Düsseldorf with numerous renowned wineries, including 21 first timers.

All 13 German wine-growing regions will show a broad portfolio, and the Association of German Quality Wineries will be represented at Prowein with 139 members – more than at any other international event.

The Chilean wine producers’ group stand will make its debut this year.

In Hall 2 seven wineries from three Chinese wine-growing regions, including the country’s market leader, Great Wall, will aim to show how much China has to offer as a wine producer.

“It’s a democratic show,” said Degen. “Whether you are from Brazil, South Africa, Tunisia or Lebanon you have the same standing and Prowein is not singly identified with a producer, region or country.”

He added that the economic woes in the eurozone have not affected the show, and that struggling countries such as Spain and Greece have taken more space than ever as they turn to exports to offset financial problems in their home markets.

There will be 46 UK exhibitors, including a joint stand called English Wine Producers, represented by five leading businesses from the south of England.

They will include Chapel Down, one of England’s biggest wine producers, and a newcomer called Hattingley Valley, which will present its wine for the first time at Prowein 2013.

A newly established “co-operation forum” at will allow visitors to ask questions and view offers from exhibitors.

The site has a “my organiser” function, allowing visitors to create a personal list of favourites and view the location of each business on an interactive hall plan.

Meanwhile, includes details of more than 300 talks and tasting sessions, news and information about exhibitors and an online ticket shop, so that users can save time and obtain price reductions.

There is also a new hall structure. Degen said: “For the first time, exhibition Halls 1 and 2, which are located close to the south entrance, will be used.

“Prowein 2013 will feature a completely revised hall concept based on its proven structure – according to wine-growing regions and range segments. This also allows us to guarantee an optimal framework for our customers’ needs in the future.”

The event will be held from March 24-26, 2013, at the fairgrounds in Düsseldorf, Germany.

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