Prowein 2025, less is more ?

Many predicted the fall of the colossal German fair after its 2024 edition, which was marked, among other things, by the growing competence of Wine Paris, whose number of visitors had risen sharply (47,000 for Prowein compared to 41,250 for Wine Paris).

However, although a natural comparison exists (and is not to the advantage of Prowein Düsseldorf), no easy access, hotels rising prices from 90€ to 250€, and overall, a german culinary tradition that is not necessarily easy to match with wines and spirits from around the world, this 2025 edition went relatively well for many producers. However, decisions will be made for 2026.

The clear winners in terms of positioning at the show were undoubtedly the Portuguese producers. Directly in Hall 9, they were in the front row, and the general impression was that they had done a very good job from the very first day. 

Unsurprisingly, the French hall was rather sparsely attended, but when the meeting planned came, French players were hard at work. In addition, many of the French players we met were very pragmatic, saying ‘It wasn't as bad as I would have imagined’, while at the same time confirming that they would be back next year.

South America is almost unanimous

As for the South Americans, on the whole they were quite happy with their fair. Sebastian Carloni, Export Manager of Bodega Pascual Toso: ‘We certainly saw fewer people, but those who were there were clearly looking for wine. In particular, we saw a lot of Germans and Russians looking for Argentinian wine’. On the other side of the Andes, Alejandro Garrido of Bodega Tagua Tagua sounded the same note: "The show was extraordinary, and it's clear that we'll be back next year."

For Italy, and Alessio Fortunato of Conti Zecca, "Prowein is still a show where it's important to take part. Yes, there are fewer people, but we have to be there to understand how the European market is changing and evolving."

Fewer exhibitors, more opportunities?

Spanish exhibitors confirm that Prowein remains a must-attend event. Balazs Bagi, from Bodegas Nodus: ‘It's clear that there were fewer people, but that also means that I was able to spend more time with my customers and prospects, and a qualitative relationship was really established. Buyers are no longer running around everywhere’, fewer exhibitors, more opportunities?

On a practical note, the match making tool is very attractive, but was clearly not up to its task, or at least needed a lot of improvement. The very fine Vinitaly app could serve as a model, perhaps ?

All in all, Prowein 2025 was a fairly European show, which, when well prepared, was decent if not good. It remains a must for certain producers, and absolutely crucial for finding or strengthening new European markets.