FIVE YEARS STRONG: HOW
PROWINE MUMBAI 2025
BECAME INDIA’S GLOBAL
BEVERAGE HUB
Malay Kumar Rout
The founder of WSCI (Wine & Spirits Club of India)
If one seeks a masterclass in establishing a distinguished presence, the story of Messe
Düsseldorf’s introduction of ProWine to India
offers a compelling example. Now in its fifth
successful edition, ProWine Mumbai has
firmly established itself among India’s
premier international exhibitions. The event
consistently delivers seamless execution,
thriving business opportunities, well
deserved brand recognition, and meaningful
engagement for attendees, underscoring its critical role in the country’s
evolving alco-beverage landscape.
This year’s edition, held at the Jio World
Convention Centre on October 31 and
November 1, elevated the standard for
industry gatherings in the region by bringing
together 213 exhibitors from 21 countries
and over 5,400 trade professionals
representing every link in the value chain.
The atmosphere throughout the two-day
event was marked by purposeful
engagement as decision-makers, brand
owners, and key opinion leaders convened
not merely to celebrate diversity in wines and
spirits but to forge the next chapter of India’s
beverage story.
“Through our satellite events not only in
Mumbai, but also in Shanghai, Tokyo, São Paulo, Hong Kong and Singapore, we
bring our international exhibitors directly to
some of the world’s most dynamic growth
markets and are committed to promoting
business and networking in a high-quality
B2B environment.
All our locations benefit
from efficient, professional organisation, yet
retain their own identity and character.
Throughout Asia, and especially in India, we
are experiencing incredible momentum and
a great desire for new experiences and
innovation. India also proves that economic
strength can go hand in hand with tolerance
and warmth,” Frank Schindler, Director –
ProWein, said.
What was new this year?
To complement its expanding scale, ProWine Mumbai 2025 introduced new features aligned with global trends, most notably “ProWine Zero”, a dedicated space for for the fast-growing zero-proof and low-alcohol category.
To complement its expanding scale, ProWine Mumbai 2025 introduced new features aligned with global trends, most notably “ProWine Zero”, a dedicated space for for the fast-growing zero-proof and low-alcohol category.
With the alcohol-free sector projected to
surpass $1.2 billion by year-end and growing
at over 12 percent annually, the segment
showcased premium alternatives tailored to
health-conscious consumers. Its strong
presence reflected rising demand in India,
where over 40 percent of millennials and Gen
Z actively seek low- or no-alcohol options,
reinforcing ProWine’s commitment to
innovation and inclusivity.
Messe Düsseldorf also strengthened its
digital engagement through ProWine
Connect, an evolution of the ‘Fair Match’
platform introduced at ProWein Düsseldorf in
2018. Designed to support targeted
networking, the tool enables exhibitors and
buyers to review profiles, schedule meetings,
and communicate in advance. Its successful
adoption at ProWine Mumbai 2025
streamlined business interactions and
enhanced preparedness, featuring Messe
Düsseldorf’s focus on efficient, high-quality
trade fair experiences.
Creating waves & not just riding them
The evolution of ProWine Mumbai corresponds with major shifts in India’s international trade environment. A defining development this year was the signing of the UK-India Comprehensive Economic and Trade Agreement (CETA) in July 2025, eliminating tariffs on 99 percent of Indian tariff lines and reducing duties on 90 percent of UK lines. This has significantly strengthened prospects for premium categories such as whisky, gin, and craft spirits. Its impact was visible at ProWine Mumbai 2025, where the UK Pavilion featured 19 producers benefiting from expanded market access under a deal projected to boost UK exports by nearly 60 percent, adding an estimated £15.7 ($20.7) billion by 2040.
The evolution of ProWine Mumbai corresponds with major shifts in India’s international trade environment. A defining development this year was the signing of the UK-India Comprehensive Economic and Trade Agreement (CETA) in July 2025, eliminating tariffs on 99 percent of Indian tariff lines and reducing duties on 90 percent of UK lines. This has significantly strengthened prospects for premium categories such as whisky, gin, and craft spirits. Its impact was visible at ProWine Mumbai 2025, where the UK Pavilion featured 19 producers benefiting from expanded market access under a deal projected to boost UK exports by nearly 60 percent, adding an estimated £15.7 ($20.7) billion by 2040.
Similarly, Switzerland’s presence reflected
the advantages of the India-Switzerland
Trade and Economic Partnership Agreement
(TEPA), effective October 2025. By lowering
tariffs, simplifying customs procedures, and
enhancing IP protection, TEPA is easing the entry of Swiss wines, spirits, and
non-alcoholic beverages into India,
reinforcing the country’s commitment to
long-term market expansion.
Emerging regions also benefited from
strengthened bilateral cooperation.
Moldova’s debut at ProWine Mumbai,
supported by recent trade agreements and
MoUs signed in 2024-25, highlighted
growing export opportunities for niche
producers seeking new markets. Together,
these developments underscore ProWine
Mumbai’s role as a strategic platform
connecting global beverage producers with
India’s rapidly expanding alco-bev economy
The winner takes it home
The ProWine Bartenders’ Competition at ProWine Mumbai 2025 was a high-impact platform displaying India’s finest bartending talent, judged on creativity, efficiency, flavour mastery, and hospitality under pressure. Deepika Shukla’s victory was a momentous achievement, highlighting gender equality with equal representation among finalists.
The ProWine Bartenders’ Competition at ProWine Mumbai 2025 was a high-impact platform displaying India’s finest bartending talent, judged on creativity, efficiency, flavour mastery, and hospitality under pressure. Deepika Shukla’s victory was a momentous achievement, highlighting gender equality with equal representation among finalists.
Her prize includes a guest shift at Hanoi’s
prestigious Haflington bar, a cash reward,
and a seat at the WSET training course,
highlighting the competition’s role in
elevating professional standards and career
trajectories.
The ProWine & ProSpirits Challenge
expanded the event’s competitive spirit with
an inclusive, no-fee format that attracted a
wide range of wine and spirit entries. Gold
medallists represented regions from La
Mancha and Veneto to Australia’s Barossa
and India’s Nashik, alongside diverse spirits
including whiskies, gins, liqueurs, soju, and
non-alcoholic innovations. Blind tastings
provided brands with valuable consumer
insights, while medal endorsements boosted
visibility and credibility, reinforcing ProWine
Mumbai’s role in elevating industry
standards.
Discussions that steer the wheel
The panel discussions at ProWine Mumbai
2025 brought together producers,
distributors, restaurateurs, and brand
ambassadors to examine key forces shaping
India’s alco-bev landscape. Sessions such as
‘What is India Drinking?’ and ‘What’s Next in
the Cocktail Revolution?’ unpacked shifting
consumer preferences and emerging
mixology trends. ‘What’s Right and Wrong
About Wine Programmes in India?’
highlighted gaps in education and
promotion. Panellists offered insights on
premiumisation, the rise of low- and
no-alcohol choices, and growing demand for
sustainability.The discussions deepened
understanding of market trajectories and
regulatory considerations, reinforcing
ProWine Mumbai’s role as a vital forum for
industry collaboration and leadership.
Mecca of Knowledge
The masterclass lineup at ProWine Mumbai 2025 delivered a powerful blend of education and sensory exploration, drawing industry professionals and consumers alike. Day 1 featured sessions such as ‘Water is Not Just Water’, highlighting water’s impact on beverage quality, along with deep dives into single malt whisky, rum styles, and the terroirs of Australian and Californian wines. The evolution of Indian rum and tastings of Chile’s Gran Reserva added further depth.
The masterclass lineup at ProWine Mumbai 2025 delivered a powerful blend of education and sensory exploration, drawing industry professionals and consumers alike. Day 1 featured sessions such as ‘Water is Not Just Water’, highlighting water’s impact on beverage quality, along with deep dives into single malt whisky, rum styles, and the terroirs of Australian and Californian wines. The evolution of Indian rum and tastings of Chile’s Gran Reserva added further depth.
Day 2 built on this momentum with more
intricate themes, including ‘Styling it Out:
Crafting Wines That Speak of Place’ and
‘Mixing It Up: Why Blends Make Great
Wines’. A ‘Sake and Shochu’ masterclass
introduced traditional Japanese spirits, while
innovative whisky expressions pushed
boundaries. Participants praised the sessions
for their balance of technical insight and
hands-on tasting, emphasising the
masterclasses’ role in solidifying ProWine
Mumbai’s reputation as a leading
educational and networking hub.
Final take
As we, Wine & Spirits Club of India (WSCI), moved across the exhibition floor this year, engaging with exhibitors and distributors, we found a unanimous voice of praise for ProWine Mumbai 2025. Industry veterans appreciated how the event consistently elevates the standard of business interactions, with many remarking that each edition has been noticeably better than the last. The increased quality of conversations and decision-making was palpable, with a marked shift towards more informed, knowledgeable attendees who come prepared to engage seriously and conduct business decisively. This maturity among participants marks a significant step forward for the industry’s professionalism.
As we, Wine & Spirits Club of India (WSCI), moved across the exhibition floor this year, engaging with exhibitors and distributors, we found a unanimous voice of praise for ProWine Mumbai 2025. Industry veterans appreciated how the event consistently elevates the standard of business interactions, with many remarking that each edition has been noticeably better than the last. The increased quality of conversations and decision-making was palpable, with a marked shift towards more informed, knowledgeable attendees who come prepared to engage seriously and conduct business decisively. This maturity among participants marks a significant step forward for the industry’s professionalism.
A notable change this year was the
introduction of a modest entry fee of ₹1,000
per person for registrations between Oct 28 and Nov 1.
Rather than
affecting turnout, the fee contributed to a
more focused and engaged audience,
reflecting the value that the trade community
places on ProWine Mumbai and reinforcing
the event’s reputation as a productive
platform for networking and deal-making.
With every milestone, ProWine Mumbai not
only charts the industry’s progress but
actively shapes its future, solidifying its
essential role for producers, distributors, and
buyers alike. The next edition of ProWine
Mumbai will return to the Jio World
Convention Centre on November 18–19,
2026, promising even more innovation,
collaboration, and celebration.
“India’s beverage landscape is changing
rapidly, and ProWine Mumbai has become
the pulse of that evolution,” Nikhil Agarwal,
Founder & CEO, All Things Nice, added.
