Why You Should be Going to Prowein

The First Event for the Wine Professional


Just back from my first ProWein and I can't help but want to share my experiences. It's a packed three day event with more to do than any single person can possibly manage. 8 halls, 4,800 exhibitors, dozens of seminars everyday. It's exhausting, but at the same time one of the greatest experiences and opportunities for any wine professional.
I managed to squeeze in vistas with some friends, between grand tastings of 2011 Cru Classé Bordeaux and Chianti Classico, including many new Gran Selezione bottling. Then there were the seminars, on the wines of Turkey, and Alsace. Snoop around enough and you'll find the back vintage stuff and the winemaker's you've always wanted to meet. But rather than write this all up, after all a simple phrase can capture the essence of ProWein: the first and best international wine exhibition for the wine professional, allow me instead to share with you a few glimpses of what  ProWein is all about. 

Lots of Wine

Of course, this being a trade event, there is a lot of wine to be tsted. The tasting stations set up throughout the event allow for the opportunity to explore many wines at once wthout having to visit multiple booths or halls, and the self-service format allows you to move at your own pace. 


Since these self service tasting stations are not manned, they have very detailed information for each wine clearly displayed, incuding the always interesting flavor profile chart. 

It's Busy

The tasting station can be a bit of a refuge from dealing with the crowds during the event, but as with all events there is an ebb and flow here at ProWein. If your planned visit seems to be at a peak time, switch things around and come back. I've found that there is always a chance to spend a relatively tranquil moment at virtually any stand or booth. 


The seminars are mostly held on the floor, on a first come first served basis. It's great to be able to just stop and listen in for a few moments when the timeing is right, or you can plan to be at a specific spot for each seminar that is listd in the program. Either way they add a tremendous amount of focused information to one's visits. Thay also tend to attract quite a crowd, so be prepared to detour if one ends up in your path. 

Regional Pavillions

The set up as ProWein is quite varied, ranging from individual producers with their own small booths to larger regional pavilions, like this one for Rioja which featured a walk around tasting format. 

Sitting Down

The Italians generally showed surpring solidarity for a change, with many regional pavillions centered around tasting ares with tables and chairs, perfect for more detailed tastings or catching up with producers. One has to remember that the purpose, for most people, of ProWein is to conduct busniess. On that level it is a very serious and professional event and these seating areas are conducive to closing deals. 

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  • I assumed it was in Germany. it is. Dusseldorf, this year and maybe every year. It looks incredibly organized which helps decrease how overwhelming it probably really is!

    Mar 29, 2014 at 10:58 AM

  • Snooth User: Erica Landin
    Hand of Snooth
    1073671 41,940

    It's incredibly well organized and in spite of hosting 48000 visitors (and nearly 5000 exhibitors) this year, it never felt overly busy or stressful. My only problem was that the relaxed pace kept me from visiting even a 10th of what I had on my schedule! Champagne lounge not to be missed... Do note, however, that this is a trade event only and they are quite strict on enforcing that... It's part of why it is so good!

    Mar 30, 2014 at 4:27 AM

  • Snooth User: criscanu
    476330 7

    Excellent resume! And, as an exhibitor in the organic wine section, I do confirm we were a bit (quite a bit!) isolated... Hopefully next year the location will be better, as you say!

    Mar 31, 2014 at 3:47 AM

  • Snooth User: iggywine
    383191 32

    Walking for AN HOUR OR TWO between pavilions??? I can see 10 minutes, but are the pavilions really that far apart? If so, I'll return to Vinitaly where it's usually just a 20-meter walk between buildings..... usually in a downpour......

    Apr 17, 2014 at 6:02 PM

  • Snooth User: Gregory Dal Piaz
    Hand of Snooth Voice of Snooth
    89065 238,749

    Ha! Sorry that is cumulative as you walk from seminar to appointment, back to someone you only noticed in passing, to lunch, to the Champagne lounge. It makes for a busy, and active day.

    Apr 17, 2014 at 6:21 PM

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