Spirits will play an even greater role when ProWein returns for its 25th anniversary event this week. We highlight the brands to look out for in Düsseldorf.
Key influencers and stakeholders in the international drinks trade will descend on Düsseldorf, Germany, for the 25th anniversary ProWein event this month. From 17-19 March, around 7,000 exhibitors will showcase their products to a discerning audience of more than 60,000 industry members and once again, spirits will have a greater focus at the fair.
Spirits will be featured in two dedicated areas: in Hall 12, where guests can explore 400 Cognac, whisky, gin, brandy and vodka brands; and the Same but Different area, which will display around 100 craft products from across the worlds of spirits, beer and cider.
The Same but Different craft concept first launched in 2018. “The premiere was very successful and we are happy to continue this effective concept,” said Marius Berlemann, the outgoing global head of wine and spirits, and director of ProWein at show organiser Messe Düsseldorf. “Craft drinks are a major global trend at fashionable bars and restaurants. Also, the demand from the off-trade is very high.”
Sustainability will also come under the spotlight in the Fizzz Lounge, situated in the Same but Different area. Leading bartenders will demonstrate how venues can incorporate zero waste and best-practice recycling without diminishing the flavour of their drinks.
Once the show is completed, ProWein will move to new management. Just last month, Messe Düsseldorf announced that Berlemann would be stepping into the role of general manager of its Shanghai subsidiary. Berlemann will assume project and HR responsibility for the entire Messe Düsseldorf portfolio in China with Messe Düsseldorf Shanghai Co.
He will be succeeded by Bastian Mingers as global head of wine and spirits, and director of ProWein at Messe Düsseldorf in Germany from 1 April 2019. Mingers previously worked as ProWein’s senior project manager from 2011 to 2015. Since 2015, he has headed Energy Storage, the international conference and trade fair for renewable energies.
“I am very much looking forward to the challenges that this new position will involve and am confident that I will be able to continue the strong growth of the ProWein portfolio,” said Mingers, who will report directly to Michael Degen, the executive director and Messe Düsseldorf board member.
Julia Klöckner, Germany’s federal minister of nutrition and agriculture, will open the 2019 trade fair. She will deliver a welcome speech half an hour before the fair opens at 9am on 17 March, at the Mall of the Nord entrance. Thomas Geisel, Düsseldorf’s Lord Mayor and chairman of the supervisory board at Messe Düsseldorf, will also deliver a brief welcome address.
“With our trade-only approach and the clearly structured hall layout, we have succeeded in offering the best and most comprehensive selection of wine and spirits all in one place, with easy access and straightforward navigation,” said Berlemann.
“For buyers and influencers who want to broaden what they offer their customers, ProWein is the place where they can effectively do it within three days.”
Click through to the following pages to learn about some of the unmissable spirits exhibitors at ProWein 2019.