With anticipation building for this year’s ProWein event in Düsseldorf, Germany, industry insiders are eyeing the evolving landscape of spirits brands set to grace the exhibition floor.
The spotlight at ProWein is shifting, notably within the spirits realm. Spirits are poised to take center stage this year with the debut of ProSpirits. This dedicated arm, alongside the established Same but Different segment, underscores the burgeoning interest in the distilled spirits sector.
For years, distilled beverages have held a significant presence at ProWein. The Same but Different hall has been a platform for showcasing top-tier craft spirits, beer, and cider from across the globe, a tradition set to continue in Hall 7.0.
Forecasts indicate a lucrative trajectory for spirits in the years to come. According to Statista, sales are projected to soar to €493.40 billion (US$531.13 billion) this year, with a steady ascent expected through 2027, reaching €601.70 billion.
“This is the impetus behind our introduction of a new brand experience centered around spirits: ProSpirits,” remarked Nicole Funke, senior project manager overseeing ProSpirits and the Same but Different trend show. “Hall 5, adjacent to Same but Different Hall 7.0, will emerge as the focal point for spirits from around the world.”
Over 300 exhibitors spanning more than 40 countries will showcase their offerings in the ProSpirits hall, occupying 4,800 square meters of exhibition space. “Segments dedicated to prominent categories such as whisk(e)y, Cognac, brandy, and country pavilions from Denmark, Greece, Ireland, Korea, Mexico, and the UK underscore the success of our approach,” added Funke.
The ProSpirits hall will feature a diverse array of offerings. The ProSpirits Forum will serve as the primary showcase and tasting area for exhibitors. Additionally, the Trend Hour Tastings, scheduled for the first and third days of the trade fair, will feature ProSpirits trend scout Jürgen Deibel, who will shed light on current industry trends, including the resurgence of characterful vodkas, liqueurs, agave spirits, brandy, and the burgeoning ready-to-drink (RTD) category.
Visitors can indulge in an extensive array of offerings in the Tasting Area, while country pavilions will spotlight Irish whiskey, soju from South Korea, Tequila and mezcal from Mexico, and rums from Mauritius. In the Same but Different space, 120 exhibitors from 27 countries will showcase their premier products, with approximately 100 of them representing spirits. Additionally, the craft spirits forum will welcome restaurateurs for the first time, fostering interaction between producers and industry professionals.
“This amalgamation of ProWein, ProSpirits, and Same but Different stands as a truly distinctive offering within the global wine and spirits landscape,” noted Peter Schmitz, director of ProWein. “No other trade fair provides international visitors with such a comprehensive, current, and compelling array of offerings.”
Below, we highlight several key spirits exhibitors, offering a glimpse into what visitors can expect from their stands at ProWein 2024.
