The number of British buyers jetting over to Dusseldorf for the annual March fair has risen sharply in the past few years, and 1,350 attended last year.
Show director Michael Degen told OLN: “We are very focused on developing the British visitor base. Countries in the south of Europe like Spain, Italy and Greece are suffering, but Britain’s economy is recovering.
“Our exhibitors get excited about British visitors. They all say: ‘yes, bring me more’.
“It’s a long-term process, but we are targeting them with email campaigns and doing what we can to encourage them to visit.”
The expanded 2015 show has moved to halls 9-17, providing a gross area of 110,000 sq m and allowing exhibitor numbers to increase 10% to 5,500 wine suppliers. A further 400 spirits producers will be represented.
Show director Michael Degen told OLN: “There has been ongoing demand for more space for the past five years. Moving to new halls is good for us. We don’t only have to meet the demands of exhibitors – that was a demanding element of Prowein – so our belief is now we can think even more about the quality of visitors.
“All our discussions aren’t just around location and space now.”
One new feature is an area called Same but Different in Hall 16 that will feature 10 slightly offbeat suppliers in a bid to “offer a platform for innovative ideas and approaches, but also stimulate inspiration and creative exchange of ideas within the sector”.
Lukas Krauss, a young winemaker from the Pfalz region, will show off his new cuvee, Pornfelder, a blend of Portugieser and Dornfelder.
“Some people are shocked and outraged, but some think it is genius and funny,” said Degen. “We think the Brits might like it.”
Visitors can also enjoy the wines of Michael Spreckelmeyer, who brings metal bands and winemakers together.
Ilse and Roelof Visscher, who make wine in the Netherlands and are using crowd funding to start a winery in the Caribbean island of Curaca will also be present.