THE SPIRIT OF PROWEIN 2025 – Recalibration anda Bold Step Towards Shifting Market Conditions.

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Nivedita Bhalla

in house curator (WSCI)
Wine & Spirits Club of India

Our ProWein Düsseldorf piece in the March issue of 0km magazine examined how international producers were repositioning themselves in an increasingly sophisticated wine market. At ProWein 2025, this recalibration became even more pronounced among European pavilions. While the latest ProWein Business Report confirmed slower sales for some producers in 2024, the 2025 exhibition radiated confidence. Austria, Portugal, Germany, France, Greece, Türkiye, and Italy provided the floor with much-needed direction, clarity, and depth.
Rather than dwelling on economic slowdowns, these pavilions responded boldly to shifting market conditions. Though visitor numbers stabilized, the fair retained its status as a vital commercial hub. As noted in our March study, ProWein has evolved from a mere showcase into a mirror of active strategic thinking. This year, European producers demonstrated that flexibility and origin-driven approaches are no longer niche advantages but industry imperatives. In doing so, they not only kept pace but subtly redefined value in a post-premium era.
“A total of around 4,200 exhibitors from 65 nations presented their wines and spirits in eleven exhibition halls. All relevant wine regions were represented with their major market leaders. Despite the tense market situation, the quality of the event remained at an extremely high level. In difficult sales times, ProWein shows it is the industry’s go-to trade fair where producers can successfully plan their business year. ProWein’s long-standing international profile and expertise is impressive proof of this and underpins its outstanding position in the highly competitive global trade fair market. We are very proud to have been on the market for over 30 years and to have developed such a unique networking and sales event.”

“ProWein 2025 has shown that the industry needs a strong and international platform, especially in challenging times – and that’s exactly what we have delivered. The quality of the discussions, the international diversity of exhibitors and visitors and the concrete business results clearly demonstrated the continued relevance of ProWein. More importantly, the show acted as a catalyst, bringing new ideas to the table and inspiring the industry to address current challenges and seize new opportunities. For 2026, we remain committed to strengthening ProWein’s position and, in turn, to offering our exhibitors and visitors perspectives and ways to success – even in challenging market conditions. 

We are already working on new concepts and innovations. challenging market conditions. We are already working on new concepts and innovations. Our goal is clear: ProWein will continue to be more than just a trade fair – it will be the strategic meeting place for shaping the future of the global wine and spirits industry.”

Germany: Focus on Pinto
Germany’s presentation at ProWein 2025 demonstrated strategic repositioning, showing respect for its Riesling-dominant past while embracing changing consumer tastes. Organized by the German Wine Institute (DWI), the national pavilion presented a story of development, creativity, and focused marketing that places Germany among Europe’s most adaptable wine-producing countries.

The effort to highlight Germany’s growing white Pinot range was central to their exhibition this year. While Riesling remains at the heart of German wine identity, white Pinots (including Pinot Blanc and Pinot Gris) have gained much attention. White Pinots covered under 6 percent of German vineyards in 2000. Showing clear growth, that number had risen to 17 percent by 2023. For Pinot Gris, Germany currently ranks third globally and is the world’s top Pinot Blanc producer. Even Chardonnay, relatively new to German vineyards, has grown to almost 3,000 hectares, confirming a nationwide shift toward more grape varieties and global relevance. a nationwide shift toward more grape varieties and global relevance.

The German Wine Institute turned Hall 1, Stand C110 into a special presentation of the “Burgunderwunder” at ProWein 2025. About 20 excellent white Pinot wines were carefully chosen from Germany’s 13 wine regions for tasting. These were not just poured – they were evaluated, appreciated, and presented to highlight the regional characteristics and varietal depth that define current German wine.

The German pavilion focused more on interactive, experiential learning than simply showing varieties. Offering 30 standard varietal wines from several regions, a special section in Hall 4 (G86) highlighted Riesling and Spätburgunder (Pinot Noir) tastings. Blending education with engagement, a blind tasting exercise challenged trade guests to identify the regional source of selected Riesling and Spätburgunder wines. Participants who identified all six regions correctly were entered into a drawing, a small but meaningful way to encourage both tasting skill and involvement.
Further showing DWI’s commitment to outreach was its “Couples Cycle” project, where guests could ride tandem bicycles on-site, with every kilometer raising money for the “Wine Saves Life” foundation. This helped highlight the human side of the German wine industry by melding wine culture with social awareness. As the industry’s communication and marketing center, the German Wine Institute pavilion also served as a platform for new ideas. Emerging voices included new-generation vintners, sustainability advocates, and regional cooperatives. Among the highlights were the Württemberg group “Women and Wine” introducing the “Pro Trollinger” project, Rolf Gast’s sensory pairing of Franconian wines and spices, and sommelier Nathalie Lump’s introduction of “Justinus K,” a new white wine brand with a specific flavor profile and modern packaging aimed at younger customers.

Beyond the fair, DWI organized post-ProWein study trips through Germany’s diverse wine regions, strengthening the hands-on aspect of German wine education. The pavilion also functioned as a meeting place where international buyers, sommeliers, and media experts invited by DWI and Messe Düsseldorf gathered.

Germany’s pavilion at ProWein 2025 was more than a national exhibit; it was a statement of relevance, grounded in tradition yet ready for the future. Through data-driven approaches, modern varietal focus, and attention to consumer trends, Germany ensured its wines would be tasted, remembered, and sought after.

“For us, ProWein was once again a successful trade fair and met our expectations of being an international leading event in the wine sector. Our new bag-in-box products, along with other offerings, were optimally presented to the relevant target groups,” — Hagen Rüdlin, Managing Director, Markgräfler Winzer EG

“German exhibitors were very satisfied with this year’s ProWein against the backdrop of a tense market environment. With their wide range of  fresh white and rosé wines, they particularly benefited from the global demand for these types of wine, something reflected in the large number of visitors in the German halls. The quality of trade visitors from Germany and abroad was once again highly praised, meaning ProWein once again fully lived up to its reputation as a leading international trade fair this year,” — Monika Reule, Managing Director of the German Wine Institute Austria: Leaning Into Its Anchor Market


With strong attendance at ProWein 2025, Austria’s participation was both intentional in implementation and high in numbers, highlighting the nation’s long-standing emphasis on precision, provenance, and placement. The pavilion, arranged by the Austrian Wine Marketing Board (AWMB), brought together 189 wineries offering over 2,000 wines – making it the most intense national exhibit at the exhibition. Still, what distinguished Austria this year was more than just quantity; it was the careful curation and sophisticated educational materials designed for both seasoned industry practitioners and casual trade visitors.

Easily accessible and deliberately placed, the pavilion provided a wide view of Austria’s terroir-diverse wine scene. The exhibit emphasized Austria’s obvious excellence in white varietals including Grüner Veltliner, Riesling, and Sauvignon Blanc; it also devoted attention to reds like Blaufränkisch and Zweigelt and to lesser-known treasures such as Rotgipfler and Zierfandler, representing regions from Wachau and Kamptal to Styria and Burgenland. What set this year’s exhibition apart was the organized inclusion of PIWI (fungus-resistant) varieties, a tribute to Austria’s leadership in sustainable viticulture practice.

The Austrian presence was noted for offering 14 masterclasses ranging from basic tutorials to in-depth explorations of DAC (Districtus Austriae Controllatus) systems and marketing strategieds. Guided by Austrian Masters of Wine and local specialists, these workshops provided insights on how Austria continues improving its appellation system, enhancing the value of vintage transparency and vineyard-specific expressions. Complementing these, a walkaround tasting area allowed intuitive exploration of taste profiles and varietals, giving experts direct experience of the country’s evolving wine character.

The presence of Traditionsweingüter (ÖTW) Österreichische members, a longstanding association famous for its Premier Cru classification system, further attracted guests to the pavilion. Mainly from the Danube area, these estates stressed site specificity and quality, offering interesting comparisons among Erste Lage-designated vineyards. Likewise, Burgenland’s red wine specialists presented precise yet powerful versions of Blaufränkisch and St. Laurent, revealing the global potential of Austrian reds.
Apart from the tasting and seminar style, Austria’s pavilion also relied on modern consumer interaction technologies. QR-coded wine profiles, interactive digital screens, and environmentally friendly booth design conveyed a commitment to innovation without abandoning tradition. The stand became more accessible to international trade through the Austrian Wine app and multilingual content. Although foot traffic was lower compared to previous shows, a trend noted throughout the fair, the AWMB reported that the quality of business discussions remained strong, with many wineries reporting significant results.

“This year, 189 Austrian wineries presented 2,000 wines at ProWein Düsseldorf. On top, we organized 14 in-depth masterclasses and a special tasting area at the Austrian Wine booth. Even though the number of visitors was noticeably lower than previous ProWein editions, the quality of the visitors was very good. Many of our winegrowers were satisfied with their business appointments at the fair.

In the future, it is likely that there will be an even greater differentiation between which wineries and trade visitors will attend ProWein and which will attend other trade fairs. This also depends on which export markets a winery wishes to serve. For the German export market – still by far the most important for Austria – ProWein Düsseldorf is and remains the most important wine fair. Therefore, we will continue to cooperate with ProWein in the future and be present there together with our winemakers,” — Chris Yorke, CEO, Austrian Wine

Greece; Academic, Authentic and Alive
Coordinated by Enterprise Greece, the Greek pavilion at ProWein 2025 gave visitors a meticulously selected and academically enriched experience of the nation’s wine history, current developments, and emerging makers. The exhibit included a free tasting area (B130) with over 100 wines systematically organized to highlight important varietals and regional styles providing experienced experts as well as novices with a methodical, yet sensorially compelling experience.

The thematic tasting journey trip highlighted the variety of Greek wine, from the mineral-driven sophistication of Assyrtiko and the floral complexity of Malagousia, to rediscovered classics such as newer-generation Retsina and the structured reds Agiorgitiko and Xinomavro. Other types including Moschofilero, quality reds from Thessaly, and aged fortified wines provided additional complexity, highlighting Greece’s range from ancient traditions to modern approaches.
Nine professional-led workshops ran alongside the tasting area in a recently opened seminar room (B114) under the guidance of Masters of Wine Caro Maurer and Demetri Walters. The seminars covered not only the signature grapes and terroirs of Greece but also provided knowledge on emerging winemaking trends, appellation systems, and market opportunities. Every workshop was proof of the growing global appeal of Greek wine.
Also included in the pavilion was also a diverse lineup of more than 70 wineries, ranging from well-known estates like Alpha Estate, Gaia Wines, Domaine Skouras, and Ktima Gerovassiliou to biodynamic pioneers and local champions like Papagiannakos Winery, Bosinakis, and Diamantakis Winery. The collective presence of these wineries emphasized Greece’s capacity to mix centuries of wine-producing tradition with modern oenological sophistication.
“Greek wine made a strong impression at ProWein 2025. With nine fully booked seminars and more than 70 Greek wines showcased in the Free Tasting Area – visited by thousands of trade professionals – we were able to present the high quality and current developments of Greek wines to a top international audience,” — Antonis Gravanis, Director, Small and Medium-Sized Enterprise Greece
France: Bionaymics and Business
Spanning Halls 5, 7.0, and 10, the Business France pavilion at ProWein 2025 reaffirmed its position as one of the largest and most prominent national showcases at the exhibition. Uniting a wide range of French viticultural and artisanal history from small-batch distillers of cider, craft beer, and top spirits to world-renowned regions like Bordeaux and Champagne, the show featured more than 375 exhibitors. Through Business France’s centralized support, these exhibitors received networking, logistical, and promotional resources designed to enhance their international visibility and competitiveness.
The pavilion served as a live stage for export growth that reflected France’s evolving approach in an increasingly varied and competitive world market. Guests could explore the traditional terroirs of France alongside up-and-coming producers and eco-conscious wineries, a deliberate blend of heritage and modernity.
Château Gasqui, a biodynamic estate located in the heart of Provence, made its debut at ProWein as one of the most discussed participants. Set in a protected natural enclave enclosed by the Lake Bonne Cougne and 280 metres above sea level, the estate’s vineyards form a part of a designated European Natura 2000 heritage site. Gasqui’s terroir-first approach is based on this one-of-a-kind environment, characterized by clay-limestone terraces and native species diversity.
Apart from its biodynamic vineyard management, including horn dung and silica application in line with lunar cycles, what distinguished Château Gasqui was its minimalist cellar procedures. Handpicked grapes are gently packed into tiny boxes to preserve freshness. Sulfur is used sparingly; fermentation is entirely guided by indigenous yeasts. Allowing nature to express itself without interference, the wines are stored and treated gently in a semi-buried 19th-century cellar. This hands-off, soil-sensitive approach yields wines that are sophisticated, expressive, and deeply connected to the land.
“ProWein in Düsseldorf is one of the most important events in the industry offering French exhibitors the opportunity to expand their business and strengthen relationships with decision-makers from all over the world,” — Pascale Thieffry, Director of the Pavilions France department at Business France.
“Our ProWein debut was a success. We aim to expand our presence in the German market and were able to use the fair for valuable discussions. We’ve noticed that as a biodynamic producer with light, elegant Provence wines, we tap into two highly sought-after themes. That makes us very happy,”— Klaus Heller, Owner of Château Gasqui
Portugal: Forward-Thinking Presentation
Wines of Portugal returned to ProWein 2025 with a compelling, design-forward presence that reinforced the nation’s reputation as one of Europe’s most varied and forward-thinking wine producers. This year’s Hall 9 exhibit, organized by ViniPortugal, the national wine promotion board, marked a fresh starting point in how Portuguese wine is presented at exhibitions. Portugal provided an immersive, visitor-centered display with a completely new stand idea created in partnership with the ProWein team that raised both product visibility and narrative.
More than a physical renovation, the revamped pavilion was a tactical initiative designed to help buyers, distributors, and sommeliers more easily negotiate the Portuguese wine offerings. The room guided guests through Portugal’s 14 wine regions using a modular design and clearly delineated thematic divisions that attracted attention to the country’s diverse terroirs and grape varieties. Top producers from areas such as Douro, Dão, Alentejo, Bairrada, and Vinho Verde, were present to demonstrate a stunning range of Portugal’s stylistic diversity – from bold reds and mineral-driven whites to premium fortified wines.
Many returned, and several new products joined the group exhibit, which included over 70 wineries. The Wines of Portugal stand also featured interactive tasting stations, regional masterclasses, and networking spaces for focused trade show connections. This year’s focus was equally on presenting excellence and making it accessible through storytelling, regional definition, and a user-friendly digital interface incorporated into the booth design. Portugal’s participation came at a key moment for the sector. According to the ProWein Business Report 2025, Portugal was one of the few nations where a lot of businesses witnessed higher revenue growth in 2024, countering the general trend of declining volumes. The success evident in Düsseldorf can be attributed to Portugal’s emphasis on authenticity, export flexibility, and competitive pricing.
Created to showcase the viticultural richness of the nation’s stimulating international trade and position Portuguese wines as relevant, reliable, and distinctive in a competitive global market, the Wines of Portugal pavilion operated as highly practical platform.
“This year, we were in Hall 9 for the first time and developed an innovative stand concept together with the organizers. These decisions made in advance were key to a successful ProWein for Wines of Portugal. The new setup helped visitors immerse themselves in the world of Portugal and discover fitting wines and producers,” — Frederico Falcão, President, Wines of Portugal
Türkiye: Ancient Roots, Modern Vision
The Wines of Türkiye pavilion at ProWein 2025 featured among the most culturally rich and forward-thinking exhibits at the event. The pavilion presented Türkiye not only as a wine-producing country but also as the birthplace of viticulture, with a history of winemaking spanning several thousand years, under the title “Ancient Land, Timeless Flavors”.
With more than 1,400 native grape varieties, about 70 of which are now used in contemporary production, Türkiye boldly proclaimed that this is one of the most underused yet historically important wine regions in the world.

Among the most active producers present were Doluca, Suvla, Kavaklıdere, Vinkara, and Paşaeli; each with wines made from native grapes including Narince, Emir, Kalecik Karası, Öküzgözü, and Boğazkere. These were not merely displayed for their novelty value but also as market-ready bottles with global potential, combing native character with contemporary winemaking techniques.


The series of masterclasses on the sensory and stylistic spectrum of Türkiye’s local vines led by Masters of Wine Caro Maurer and Wojciech Bońkowski stood out. Fully booked, these courses in both English and German highlight the gowing interest in Turkish wines among overseas experts.
In an expansive walkaround tasting region, visitors could sample the wines across regional and style boundaries, complementing the seminars. Each adding to the distinctive character of the wines, Türkiye’s diverse terroirs, from high-altitude vineyards to coastal areas, were highlighted. The interactive and export-oriented nature of the experience combined digital content and QR codes.
This year, Turkey’s presence was more than customary; it was a bold appeal for world significance. It encouraged importers, sommelier, and writers to explore not only wines but also tales, sceneries and flavors largely unknown.
“At the fair, we were able to showcase our exciting origin and current developments to an international audience. Global trends are shifting toward authenticity and discovery. With the indigenous grape varieties of our country, we managed to capture the attention of importers, sommeliers, and wine lovers looking for new flavor horizons and high-quality products,” — Seray Kocaemre, Business Development Coordinator, Wines of Türkiye.

“We value ProWein as an established trade fair
and were once again as successful this year as
we were in 2024.  

We continue to meet our customers and new contacts here – especially from our most important export market, Germany,” — Klaus Gasser, Head of Marketing and Sales, Cantina Terlan and Andrian, South Tyrol, ITALY