Go Pro: a definitive guide to this year’s ProWein

When it comes to trade shows, Germany has lucked out. For the past quarter of a century, ProWein, in Düsseldorf, has played host to the single greatest gathering of winemakers, distillers, sommeliers and buyers the world has seen.

Anyone who’s anyone in the trade remembers their first ProWein. It’s an unmissable opportunity to connect with key players in the drinks sector, be that gin, vodka, Chianti or beer. Since its inception in 1994, the annual pilgrimage to the Rhine-side city has become a firm fixture in the drinks trade calendar.

Now celebrating its 25th birthday, the Davos of the wine world has evolved to celebrate the once-burgeoning, now-booming craft beer and spirits sectors. Pitching up in the mammoth Messe Düsseldorf this month, the latest event will feature no fewer than 6,800 wineries from over 60 countries, an increase of 100 from last year. More than 60,000 visitors are expected to descend on the fair for three days of targeted networking, tastings and conferences, but the show’s seasoned organisers have learned how to make efficient use of the space, and have packed the additional 100 exhibitors into their pre-existing event areas.

The sheer size and scale of the event sets it apart from most wine shows, offering veterans the chance to complete a month’s worth of networking in days, if not hours. Old World giants meet undiscovered gems, small-time brewers strike deals with big-time buyers, and saké specialists bring their traditional wares onto the global stage. “It’s a very fragmented industry,” says Marius Berlemann, head of the fair, “which is why events like this are so important for building a network.”

Leading trade show

As ever at ProWein, the Old World dominates, with the majority of producers hailing from France and Italy (300 exhibitors in total will come from both countries, Berlemann says), but while it is the world’s leading wine trade show, its mastermind says his team “doesn’t sit back and relax. We have excellent coverage in Europe, but the US is one of our key markets, as well as Australia and New Zealand. We have to work hard to make ourselves visible and essential to those buyers.”

Such is the success of Berlemann’s seven-year stint as the exhibition’s global head of wine and spirits, he has been named general manager of Messe Düsseldorf Shanghai Co. Ltd, with project and HR responsibility for the Messe Düsseldorf portfolio in China.

A lot of work goes into pulling off the feat that is the social infrastructure of the fair. “You can say a lot is happening in the background with offering hotel rooms and logistics,” Berlemann says. Düsseldorf, known for its links to fashion and art, is also known for its trade shows, “but in terms of visitors, ProWein is much larger than any others in the city”.

Back for this year will be ProWein’s “special focal points”. A large tasting zone presenting the winning wines from the spring edition of the Mundus Vini wine competition will be on free pour at the show, while the Champagne Lounge will also return this year, presenting the wine of 40 houses, as well as around 150 brands in ProWein’s wider Champagne area.

The Fizz Lounge, meanwhile, which focuses on cocktails and apéritifs, will place a special emphasis on the issue of zero waste, looking at ways to reduce waste of raw materials and optimise the goods cycle at the bar.

Also back this year is the organic wine area in Hall 13, where visitors can explore the innovations in sustainable drinks production happening in France, Italy, Germany and the world at large.

There will also be its Organic World show, dedicated to organic viticulture and winemaking, but the event has evolved with the times, with the addition of an Organic Lounge and lecture area.

Industry members can often feel confined to the dimensions of the exhibition space, and the ProWein team know this. Also coming back for 2019 is ProWein Goes City. Selected partners from local restaurants and bars, hotel businesses and wine retailers organise exciting and enjoyable events in Düsseldorf and its surroundings throughout the three-day fair, giving visitors a chance to explore the city and all it has to offer.

Key market

Marius Berlemann

The US is a key market for many producers, and once again ProWein is offering the Route USA support programme to exhibitors that are seeking their first representation in the states, or that already have a US importer and want to expand their business there.

Indeed, the organisers expect US visitors will be more important than ever this year. Berlemann says the show had ramped up its presence in the US, both through its Chicago-based daughter company, and in collaboration with organisations such as Texsom, the sommelier conference, and Napa’s Women of the Vine & Spirits.
“We’re spreading our message that if you have something to say in the wine industry, you have to come to ProWein,” Berlemann says.

Thanks to this drive, the US has overtaken the UK to become the show’s fifth-largest visitor market outside Germany – “a big milestone” Berlemann says. “It shows that ProWein has had a big impact in the US market, and more and more American trade buyers come over. Those increases of 20%-30% from year to year probably started three to four years ago, while at the same time Canada is now our eighth-strongest visitor market coming from outside Germany.

“If you’re travelling that far a distance, you really have a purpose to come here. If you’re in Europe, you might have only one spot to fill in your portfolio, but you’re likely to have a different target coming from the US.”

In 2015, ProWein launched the Same, but Different exhibition space, showcasing a handful of vodka, gin and beer producers. This year, it has reintroduced the format, with 100 exhibitors showcasing their wares. ProWein is as much about education as it is about business. As such, the show will be supported by a full programme of masterclasses and seminars as part of the ProWein Forum.

This year, Stuart Pigott and Paula Sidore, ProWein’s trend scouts, will give an overview of current wine trends via moderated tastings on the Sunday and Monday evening of ProWein 2019 (from 6-7pm in the ProWein Forum in Hall 10).

Anniversary waltz

This year ProWein will mark its 25th year

To mark the 25th anniversary of the drinks trade extravaganza, several smaller campaigns are planned this year, including Coming Home for ProWein, which will include the production of a limited-edition release of Düsseldorf’s traditional liqueur, Killepitsch, as well as a range of branded merchandise, while exhibitors and visitors will receive small goodies throughout the event.

However, the focus, Berlemann says, is on the producers, and not the event. “We intentionally didn’t plan to have a special celebration,” he says. Buyers
and winemakers largely plan ahead for the biggest trade show of the year, and many will already be signed up for their own networking events. “We wanted to allow them to have their own time for this,” he says.

Regional focus

Though ProWein is undoubtedly an international event, the wine industry has been rooted in France for centuries. Taking this into account, ProWein will produce a booklet in partnership with Business France that introduces all French growing areas, which will be distributed in the run-up to the event.
Higher altitude wines will also be showcased this year, with ProWein taking note of the uptick in interest among consumers in this style of wines. As well as German, Austrian, Swiss, Spanish and northern Italian wines, a slew of New World wines from the likes of Santa Cruz in California, Argentina’s Uco Valley and Tibet will show just what these elevated vineyards are capable of.

Àlvaro Palacios, pictured centre, with Sarah Jane Evans MW and db’s Patrick Schmitt MW

Same but different

Last year, ProWein branched out into the world of beer for the first time, using its Same But Different section to showcase a small range of craft distilleries and breweries. This year, the ‘show within a show’ has returned, and will host 100 exhibitors in Hall 7.

“We sent out a survey to our visitors to ask them what they would like to see more of,” Berlemann says. “Around 40% said they wanted to see more beer, and 30% said they wanted to see craft spirits.”

A number of boutique companies are setting up camp in the Same but Different hall, including Craftwerk Brewing, the young-at-heart brand owned by German producer Bitburger, as well as Scottish gin distillery Daffy’s, and even a Danish winery, Cold Hand.

“You need to listen to the market and stick to what you know,” Berlemann says, “but at the same time be flexible.”

Ming River (Hall 7.0, Stand C31) is coming to ProWein for the first time this year at the Same but Different space. The brand’s US importer will be presenting baijiu, a hugely popular spirit in Asia that still hasn’t quite seeped into the western market. More than 13 billion litres of this clear spirit are estimated to be consumed annually, almost exclusively in China.

Another youngster on the market is Padre Azul (Hall 7.0, Stand B04), a prize-winning 100% super-premium Tequila made from Blue Weber agave with vanilla and caramel aromas.

The future of ProWein

As drinks industry insiders gear up for the 25th staging of ProWein, the trade show’s organisers are already looking ahead to 2021. The ProWein team has
laid out a new south entrance and adjoining exhibition hall. Slated to open in autumn 2019, the new exhibition spaces will make their ProWein debuts at the fair in two years’ time.

The organisers are also opening a new underground car park for attendees below the south entrance, as well as expanding the parking area above ground, bringing the total number of spaces to 500 by 2021.

EXHIBITORS TO WATCH

Art Russe – Hall 12/Stand C04

The eight-hectare Bordeaux estate underwent a large-scale modernisation after 2013 when it changed its ownership. The new owner, Andrey Filatov, president of the Russian Chess Federation, is passionate about wine and art. He invited architect Jean Nouvel and winemaker and vineyard manager Louis Mitjavile to work on the project when he took over. This year, Art Russe is showcasing its grand cru selection from St Emilion. Made with 90% Merlot and 10% Cabernet Franc, the wine is aged for 21 months in 100% new barrels from selected French oak, and the bottles are adorned with 12 paintings from historic artists to represent each vintage.

Atom Brands – Hall 7/Stand D05

In the Same but Different area, UK-based spirits business Atom Brands prides itself on innovative packaging and keeping an ear to the ground when it comes to the latest trends in the industry. The company, which is behind labels like Ableforth’s and That Boutique-y Drinks Company, believes that “a bottle isn’t going to get into a customer’s hands unless it makes them stop and do a double take. That consumer isn’t going to buy again unless the liquid in that bottle is streets ahead of anything else they’ve tasted in the same category.” This year, Atom Brands will showcase a handful of products from its Boutique-y range, including bottled, pre-mixed cocktails and blended whiskies.

Biodyvin – SIVCBD Syndicat International Des Vignerons En Culture Bio-Dynamique – Hall 13/Stand F65 & F66

Biodynamic production is a hot talking point in European winemaking. Created in 1995, the SIVCBD is a union that brings together 135 properties throughout France, Germany, Italy, Portugal and Switzerland, representing winemakers cultivating a total vineyard area of nearly 3,500 hectares, who apply biodynamic techniques throughout their properties, and have received Biodyvin approval. Head to their stand to learn more about biodynamic and environmentally-conscious viticulture and production.

Black Chalk Wines – Hall 13/Stand C47

English sparkling wine is fast gaining a reputation on par with more established styles of fizz. Less than a year after launching, Hampshire-based winery Black Chalk is making its ProWein debut this year. Winemaker and co-founder, Jacob Leadley, and his business partner Andrew Seden, will participate on the WineGB stand and will use the event to launch the 2016 vintage of Wild Rose. It is represented in the UK by specialist distributor Red Squirrel, and has built up a number of listings with independent merchants and fine dining restaurants. There are two wines in the portfolio: Classic (RRP: £35) and Wild Rose (RRP: £40), both of which launched with the 2015 vintage. Commenting on the plans, Leadley says: “We’ve been thrilled with the reception to our inaugural vintage and look forward to building on this success in the UK and to exploring opportunities in other markets.”

Bodegas Santa Margarita – Hall 12/ Stand G27

ProWein has been well established in Europe for decades now, but producers are keen to tap into the US market. With cannabis legislation loosening across the US, opportunities are arising for wine-focused start-ups wishing to target millennials. Enter Bodegas Santa Margarita in Hall 12. Launched in 2003, the winery has its own 140-acre vineyard and makes more traditional wine styles, but the company is looking for an American partner to take on some of its daring new products; a cannabis-flavoured wine creatively named Wineabiss, and Passion, an electric blue Chardonnay. Santa Margarita is just one of many exhibitors on the Route USA support programme.

Carmele Recas – Hall 15/Stand J02

Any oenophile worth their salt knows that Eastern Europe’s winemakers are ones to watch. Romania’s largest winery, Cramele Recas, will be showcasing its dynamic range of quality wines in Hall 15. The standard practice at Recas has always been low intervention, involving minimal additives, allergens and sulphur in the winemaking process. Eco-spraying machines are used on the vineyards, which recover 80% of spray chemicals used, and also recycle water and fuel. Last year the winery went completely vegan in its production. Recas will be holding tastings throughout the three-day event. The wines on display will include a number of Recas’ German-distributed range, including Richtig Fett and Aldi-Sud, and other labels such as Solevari, Sanziana, Dreambird and the first of the ultra-premium wines from Recas, La Stejari.

Champagne Castelnau, Hall 12/Stand E02

Known for its extensive lees ageing, Champagne Castelnau will be presenting its latest cuvées and showcasing its contemporary packaging. Champagne Castelnau is located in the heart of Reims. Winemaker Elisabeth Sarcelet and her team of oenologists put together the blends for the different Castelnau cuvées. The Brut Reserve spends a minimum of six years in its cellars, the vintage wines 10 years or more.

Daishichi Saké Brewery Co – Hall 9/Stand A61

While much attention has been paid to European wines and American buyers, ProWein is very much an international event, and even Japan’s saké brewers are getting in on the act. Founded in 1752, Daishichi is located in the historical castle town of Nihonmatsu in Fukushima Prefecture, at the foot of Mount Adatara, which not only provides a setting of great natural beauty, but also a rich supply of high-quality natural water suitable for saké brewing. The company is bringing several examples of its saké expertise to the fair this year, including Daishichi Masakura, a traditional Kimoto-brewed junmai ginjo saké, and Kimoto Umeshu, a plum liqueur exhibiting “a rich, mellow flavour and velvety smoothness”.

Estrella Galicia – Hall 10/ Stand H193

Beer is fast-becoming big business at ProWein. With more than 100 years of history, Corporación Hijos de Rivera is bringing its range of Estrella Galicia beers to ProWein this year, including its premium lager, as well as a gluten-free and non-alcoholic variation of the
Spanish stalwart.

Paul Mas – Hall 11/Stand B40

French estate Paul Mas is credited as one of the first wineries to transform the image of the Languedoc region on the international stage. This year, estate owner Jean-Claude Mas says he is looking to build on the firm’s presence in Eastern Europe, and confirmed the launch of several new wines and ranges, including the recently launched Château series of premium single vineyard wines. “We have exciting new projects with the Marselan grape too.” Paul Mas will also be demonstrating the scale of its hugely enhanced rosé range, including the Jardin de Roses label.

WSET – North Entrance/Stand 05

The Wine and Spirits Education Trust is at the heart of the drinks industry, so it’s only fitting that this year it has set up camp in one of ProWein’s main entrance halls for its 50th anniversary. The wine school will be hosting a series of 30-minute educational sessions delivered by WSET-certified industry experts in its consistently popular pop-up classroom. The programme includes a session introducing the new Level 4 Diploma in Wines (launching August 2019) to prospective candidates. Other highlights include an Introduction to Saké, Women to Watch (presented by Women of the Vine & Spirits), and Exploring Rum (delivered in German). New this year will be the Top of the Class Challenge – a light-hearted competition testing wine knowledge which will run throughout
the show with a prize for the top score every day.

EVENTS NOT TO MISS

There will be a series of complimentary seminars, masterclasses and discussions held at exhibitor stands from Sunday to Tuesday. The seminars will take place in Halls 10 and 13.

Sunday 17 March

• Villány Wine Region presents: Cabernet Franc, the Hidden Treasure of Hungary’s wine region The Villány wine region is Hungary’s most influential red wine area, where the major international grape variety, Cabernet Franc, has found a natural home. This presentation offers a unique look at Cabernet Franc through the eyes of the Villány wine region, one of the strongholds of Hungary’s wine tourism industry. Hall 13/F25-F27 – 10am
• DWI Deutsches Weininstitut presents: The Lightness of Being: Kabinett, Spätlese and more Wines with a lower level of alcohol but the full array of flavours have always been at the heart of German wine culture. Now more than ever they are perfect partners for contemporary cuisine. Presented by Caro Maurer, Master of Wine. Hall 13/F25-F27 – 12pm
• Wine Australia presents: Margaret River, an iconic Chardonnay region Madeleine Stenwreth MW will explore Australia’s most award-winning Chardonnay region: taking in maritime influences, ancient soils, modern history and unique Gin Gin clones, all of which contribute to the production of world-class Chardonnay. Hall 10/F234 – 2pm
• Messe Düsseldorf presents: ProWein Trend Hour Paula Sidore and Stuart Pigott will take ProWein’s pilgrims through trends such as high altitude viticulture, wines in cans, the renaissance of Chenin and Gamay, and the future of field blends. Hall 10/F234 – 6pm

Monday 18 March

• Wines of Canada presents: Rooted in Cool – Discover Canadian Pinot Noir Dive deep into Canadian Pinot Noir. Experience the depth and breadth of Pinot styles from British Columbia and Ontario and explore Pinot Noir-based traditional method sparkling wines from Nova Scotia. Hall 10/F234 – 2pm
• Swiss Wine presents: Swiss wines and gastronomy by Paolo Basso Paolo Basso won the World’s Best Sommelier Award in 2013. In this talk, he will guide visitors through the unique world of Switzerland’s cool climate wines. Six wines from six regions will be paired with six examples of international cuisine. Hall 13/F25-27 – 2pm
• New Zealand Winegrowers presents: Exploring the diversity and commercial opportunity of New Zealand Sauvignon Blanc Join Jamie Goode and Felicity Carter as they explore the wide diversity of styles of New Zealand Sauvignon Blanc produced today and examine the commercial opportunity and positioning in different channels of the market. Hall 10/F234 – 4pm

Tuesday 19 March

• Li Demei presents: Chinese wines in depth Most Chinese wines are consumed in the domestic market, but things are starting to change. During this session, China’s leading wine expert, Li Demei, will take visitors through a whirlwind tour of China, which is still developing as a winegrowing nation. Hall 13/F25-27 – 12pm
• CFI Argentina presents: Knowing Argentina: Experience our wine regions Argentina is the sixth-largest wine producer in the world, and is hugely popular in the US and UK. Here, visitors can learn all about what this Malbec-producing powerhouse has to offer. Hall 10/F234 – 12pm
• Japan Saké and Shochu Makers Association presents: Koji, the secret of the Japanese drink Koji, a substance made by combining a cultivated mould with rice, soya, or other foodstuffs, is the culture behind Japanese food production, including prized drinks saké and shochu. During this seminar, you will be able to learn exactly why this culture is crucial to Japan’s historic drinks trade. Hall 10/F234 – 2pm

Trade talk: Given the increased scale of the fair, how has your approach to exhibiting at ProWein changed, and what do you hope to achieve from this year’s fair?