ProWein brings producers, importers, buyers and distributors together for three focused days in Düsseldorf. Its international range supports portfolio decisions, market-entry discussions and new commercial relationships across wine and spirits.

Hillebrand Gori exhibits at ProWein to connect those opportunities with practical beverage logistics. Visitors and exhibitors can discuss sample shipping, customs, documentation, routes, lead times, quality protection and lower-emission transport choices.

The next ProWein takes place from 7 to 9 March 2027. This guide reviews the latest edition, its position among Europe’s leading trade fairs and the conversations shaping the beverage sector.

What is the focus of ProWein?

ProWein is a trade-only international meeting place for wine and spirits. Access is reserved for industry professionals, supporting focused discussions between producers and commercial decision-makers.

Its strength lies in the breadth of markets, regions and categories represented. In 2026, ProSpirits expanded across two halls, with around 500 exhibitors from 50 countries. ProWein Zero and Sparkling Visions highlighted developing categories.

Germany adds commercial importance to the location. The latest OIV State of the World Wine Sector report shows that Germany imported 12.9 million hectolitres in 2025, the highest volume worldwide.

How many visitors and exhibitors attended ProWein?

The official ProWein 2026 results reported 31,000 trade visitors from 105 countries and 3,400 exhibitors from 63 countries.

In 2025, ProWein welcomed 42,000 visitors from 128 countries and 4,200 exhibitors from 65 countries. Based on the organiser’s figures, 2026 attendance was about 26% lower, while the exhibitor count was about 19% lower.

The organiser positioned 2026 as a strategic refocus on trade relevance and decision-maker density. A more compact hall layout and the Fair Match tool supported that direction. Fair Match initiated 72,488 contacts.

How is ProWein positioned among Europe’s major beverage events?

ProWein’s trade-only format and global coverage distinguish it from other European fairs. It centres on professional tastings, sourcing and distribution decisions.

Wine Paris opens the European calendar with a strong French base and a growing international audience. Its Be Spirits area also connects beverage culture, hospitality and mixology.

Vinitaly is centred on Italian wine and gives international buyers access to Italy’s regions. Attendance figures are not directly comparable because formats differ. The right event depends on target markets and portfolio priorities.

Which discussions shaped ProWein 2026?

The programme reflected a sector adapting to changing demand and trading conditions. The new ProWein Agora brought 42 speakers together for almost 14 hours of market-focused discussion.

Key themes included:

• New markets and categories that can create growth opportunities
• Changing consumer behaviour, including no and low alcohol choices
• Technology, artificial intelligence and digital routes to market
• Sparkling wine, spirits innovation and emerging production regions
• Sustainability, responsible service and long-term competitiveness

Sessions explored mature markets, younger consumers and digital platforms. Sparkling Visions examined established and emerging origins. ProSpirits covered sustainability, transparency and changing spirits categories.

What did Hillebrand Gori bring to ProWein?

Members of Hillebrand Gori’s Executive Committee joined colleagues from Germany and offices supporting key beverage trade routes. This gave visitors access to local knowledge and international transport expertise in one place. 

The team discussed changing trade conditions, route planning and the practical steps behind new market opportunities. Conversations ranged from samples and customs to regular supply planning.

Carolin Haas, Head of GoGreen, also joined The Porto Protocol Foundation panel, “The Speed of Sustainability in Times of Crisis”. The discussion examined how progress can continue across vineyards, packaging, transport and market expectations, with collaboration supporting efficiency, resilience and competitiveness.

Read more about our sustainability efforts here.

How did the game station make eShipping easier to explore?

A popular game station gave visitors a practical demonstration of eShipping, Hillebrand Gori’s service for very small quantities of wine, beer and spirits. Users could see the digital booking process and learn how a small international movement is managed.

The demonstrations covered competition samples, trade deliveries, eCommerce orders and bottles sent to potential buyers. They connected the digital platform with specialist support.

Producers could explore how to send samples before ProWein or follow up with contacts after the fair. Importers and distributors could discuss how to receive bottles for further tasting and assessment.

How can eShipping support ProWein samples?

Samples need suitable preparation, clear documentation and a workable delivery plan. Venues may also apply receiving times or designated delivery points.

eShipping supports the transport of bottles, cases and other very small quantities. Its specialists can coordinate documentation and customs formalities, assess duties and recipient eligibility, and arrange protective packaging where needed.

The online platform allows users to book, manage and track transport in one place. Availability depends on the route and local alcohol rules. Stand replenishment, returns or larger quantities may require a tailored arrangement.

Further guidance is available in the article on international alcohol transport with eShipping.

What should happen after ProWein?

After the fair, importers can compare samples, commercial terms and market fit. Producers can qualify leads and identify the destinations with the strongest potential.

Commercial expectations should then connect with likely volumes, order frequency, Incoterms®, labels, documentation, duties, lead times and protection needs.

Small samples may suit eShipping. Regular case volumes may use LCL sea freight, while larger orders may require full-container transport. The wider wine trade events guide can support planning across the annual event calendar.

How can Hillebrand Gori support ProWein opportunities?

As a logistics partner specialised in wine, beer and spirits, Hillebrand Gori supports both sides of the ProWein conversation. Producers and distributors can explore routes into target markets. Importers and buyers can plan how newly sourced alcoholic beverages could become part of a reliable supply programme.

Support can include samples through eShipping, customs guidance, documentation, protective packaging, international transport and digital visibility. Global reach, local expertise and beverage-specific support can help connect the first tasting with a practical journey to market.