As the drinks industry continues to adapt to evolving consumer behaviours, climate challenges, and technological shifts, ProWein 2025 is stepping into its next chapter with intention. Set to return to Messe Düsseldorf, the world’s leading wine and spirits trade fair will offer more than just its signature global reach. With a renewed focus on curated zones and purpose-driven programming, this edition reflects the event’s broader ambition: to not just display the industry’s future, but to help shape it.

In 2024, ProWein welcomed 47,000 visitors from 135 countries and over 5,400 exhibitors from 65 nations. The scale was immense—13 halls, 73,000 square metres—surpassing even the Louvre’s gallery space. But in 2025, it’s not about size. As fair director Peter Schmitz explains, it’s about relevance. “We were on a path of ‘more and more’,” he says. “The pandemic allowed us to pause and refocus. It’s no longer about getting bigger, it’s about offering the right range in very challenging times.”

A tailored programme for modern needs

The biggest change for ProWein 2025 is the split of the longstanding ProWein Forum into two parallel tracks: the Masterclass Forum and the newly launched Business Forum. While tastings remain central to the experience, the new Business Forum focuses on actionable insights through panel discussions and expert-led talks.

Each day of the fair will have a distinct theme. On Sunday, the spotlight is on health, changing alcohol consumption habits, and pricing trends. Monday explores marketing frontiers, including the impact of AI and platforms like TikTok. Tuesday closes with a deep dive into sustainability and how the industry is adapting to climate and environmental pressures.

The programme is co-curated by industry experts including Cathy Huyghe, co-founder of Enolytics and a respected wine journalist, and Professor Simone Loose from Geisenheim University. Their aim? To tackle the questions the industry is actually asking—and help visitors leave with more than just business cards.

Thematic zones meet industry shifts

In addition to its country-by-country layout, ProWein has made a point in recent years to group emerging sectors and categories into dedicated zones. These curated areas allow attendees to explore trends holistically—both from a product and strategic perspective.

One such success story is ProSpirits, introduced in 2024. The spirits industry, once dispersed across various halls, now has a home of its own, giving a clearer overview of innovation and growth within the category. Similarly, the Champagne Lounge and Organic World continue to serve as focal points for premium and sustainable offerings, respectively.

Then there’s ProWein Zero, first launched in 2022, which highlights the rapid rise of the low- and no-alcohol category. With wine consumption declining in traditional markets, this zone offers a glimpse into alternative products that may help bridge the gap for health-conscious or younger drinkers. “We are trying to create alternatives for the market,” Schmitz notes, underscoring the proactive approach ProWein is taking amid wider industry headwinds.

From mega-fair to meaningful connections

What sets ProWein apart isn’t just its global scale, but its evolving understanding of what attendees need. The days of one-size-fits-all trade fairs are fading. In their place is a more curated, context-driven experience.

The new format acknowledges that today's trade professionals are looking for more than networking—they want insights into digital marketing, tools to manage sustainability, and pathways to engage new generations of consumers. “How can our industry benefit from digitalisation? Where are the marketing opportunities? What is a modern customer approach?” Schmitz asks. These are the questions driving ProWein’s next evolution.

The fair’s leadership believes that its value lies not only in showcasing wines and spirits, but in helping the industry navigate change. Whether through themed masterclasses, AI-focused lectures, or tasting innovations, the goal is to offer ideas and solutions that go beyond the show floor.

Looking ahead: a new kind of essential

As it heads into its 31st edition, ProWein 2025 is positioning itself not just as a trade event, but as a knowledge hub for the drinks industry. The combination of scale and substance offers something unique—an international showcase that’s both comprehensive and forward-thinking.

In an industry facing rapid transformation, ProWein’s refreshed focus on curated content, specialised zones, and real-world relevance suggests one thing: it may still be the biggest show in the game, but it’s also one of the most essential.