The organiser of the ProWein trade show has completed a refresh that includes a slight name change and a marked increase in the size of spirits’ presence.
Leading with a “fresh visual identity that incorporates the colours of various national flags”, Messe Düsseldorf unveiled the changes today (24 September) ahead of next year’s show in March. The name of the annual three-day exhibition will officially become ProWein Düsseldorf, bringing the event in line with Messe’s international shows, which include ProWine Mumbai, ProWine Sao Paulo and ProWine Shanghai.
Also announced today was a stronger focus on spirits, moving forward. The ProSpirits area of the exhibition will be housed in two dedicated halls, representing what Messe said is “a clear sign of how the market is developing”.
The announcement presentation was fronted by Messe Düsseldorf’s chief operating officer, Marius Berlemann. Global Drinks Intel has learned that the company’s last director for ProWein, Peter Schmitz, moved to take a different role with Messe in May.
“We do not define ourselves solely by our past but are consistently developing ProWein Düsseldorf to be the leading trade fair,” said Berlemann. “Staying innovative and agile is essential, especially in a challenging market situation such as the one we are currently experiencing.
“Just as every participant in the wine and spirits industry must now carefully rethink and adapt their strategy, we too are critically examining ourselves – and energising ProWein Düsseldorf with fresh, innovative ideas.”
The revamp has been implemented as ProWein and Messe are being challenged by the Vinexpo trade show in Paris. Earlier this year, Vinexpo overtook ProWein in terms of visitors for the first time.
