Mr. Schmitz, the industry is facing challenging times. How do you perceive this as a trade fair?
I believe the term ‘challenging times’ is an understatement. Let me put it more clearly: The industry has problems. It is facing enormous cost pressures and, at the same time, a sharp decline in wine consumption. There are several reasons for this: The desire to eat a supposedly healthier diet is trendy. In addition, the younger generation generally consumes less alcohol per se. Moreover, the general mood is currently not very positive. I firmly believe that all this negative news and the entire global political situation have a psychological effect.
How does the negative mood affect wine consumption?
People tend to hold on to their money more. And wine or spirits, in particular, are goods that some might be more likely to do without compared to other things that are more necessary. We are seeing a global economic decline. Take Germany, for example: We are now in a recession, or at least stagnation, for the second year in a row.
Is this directly reflected in the number of exhibitors at ProWein?
Yes, if the industry is not doing well, it naturally affects us. This applies in principle to all trade fairs. Trade fairs are a reflection, a snapshot of the respective industry. In this context, there is a decline in exhibitor numbers, coupled with a smaller overall area for ProWein 2025. But we are facing this - among other things with a new "hall setting".
With which concepts do you plan to excite visitors and exhibitors for ProWein?
This is a continuous process. Let's start with the hotel issue, if you want to call it a concept. ProWein has been criticized for hotel prices. I believe we have taken a good step in the right direction by entering into a cooperation with a hotel booking platform that holds a contingent for us here in Düsseldorf and the surrounding area. This will guarantee that exhibitors and visitors can stay overnight at better prices in the future. This doesn't have an immediate effect on the fair this year because participants have already booked their rooms directly after the last ProWein. But I'm sure that the platform's offer will really take effect in 2026.
And what innovations await visitors at the fair itself?
A trade fair – especially in economically challenging times – is an important point of reference for the industry. Participants should gain new perspectives and go home inspired and motivated. ProWein offers a wealth of content and events for this purpose and is constantly evolving in this regard. For example, we are again presenting ‘ProWein Zero’ for non-alcoholic wines, spirits, and drinks. Or ‘Organic World,’ ‘Urban gastronomy by #asktoni & ProWein’ is also back on the scene – with top chefs and trendy restaurateurs giving first-hand tips. These are all offerings that are constantly being developed. Our ‘Business Forum’ is brand new.
What can one expect from the ‘Business Forum’?
Previously, we had the ‘ProWein Forum,’ where mainly masterclasses were held. Now, in addition to the ‘Masterclass Forum,’ which is now really focused purely on masterclasses, we are also offering a ‘Business Forum’ – with a great line-up of topics. We are really very proud of that!
The ‘Business Forum’ is organized by US wine expert and award-winning journalist Cathy Huyghe and offers a program full of inspiration, expert knowledge, and forward-looking perspectives, tailored specifically to the needs of B2B wine customers.
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