ProWein 2024 Unveils ProSpirits: Revolutionizing the Spirits Showcase
Introducing ProSpirits: A New Spirits Showcase at ProWein
A Dedicated Space for Spirits at ProWein Dusseldorf ProWein Dusseldorf, set for March next year, is poised to launch a new initiative called ProSpirits. This concept, revealed by the fair’s director Peter Schmitz, will bring together leading spirits producers in a singular, dedicated space. This move marks a “new focus on spirits,” enriching the renowned exhibition.
The New Layout and Location Schmitz, speaking in London, shared that ProSpirits will be prominently situated in Hall 5, following ProWein’s refreshed layout for 2024. The exhibition, spanning from 10-12 March at Messe Dusseldorf, is already generating buzz for its innovative approach.
ProSpirits: More Than a Section While ProSpirits isn’t a separate fair, Schmitz emphasized its significance as a “prominent section” and a branding tool for the fair organizer’s other major events, like ProWine Shanghai. The brand will feature prominently in Shanghai and Singapore next year, showcasing international spirits beyond just Baijiu.
A Global Spirits Showcase At its debut in Germany, ProSpirits is set to host over 300 exhibitors across an additional 1000 square meters. Attendees can expect a diverse array of spirits, ranging from Korean Soju and Mauritian Rum to Cognac and Tequila.
ProSpirits Forum and Emerging Trends The area will also feature a ProSpirits forum, dedicated to discussing emerging trends and tasting growing spirit categories. This forum aims to shine a light on the rapidly evolving spirit sector.
Craft Producers in the Spotlight Adjacent to ProSpirits, in Hall 7, is the ‘Same but Different’ zone. This section is dedicated to craft producers, including not only spirits and beer but a variety of unique beverages.
From Hall 13 to Central Focus Previously, spirit producers at ProWein were scattered, primarily in Hall 13. However, ProSpirits marks a centralization and spotlight on these exhibitors.
Fully Booked and Growing Schmitz confirmed that ProSpirits is already fully booked, with more demand than can be currently met. The goal is a gradual, quality-driven expansion.
The Global Spirits Industry: A Booming Market ProWein highlights the burgeoning global spirits industry, projected to reach nearly €500 billion by the end of 2023 and expected to surpass €600 billion by 2027.
Wine Remains the Core Focus Despite these exciting developments, Schmitz reaffirmed that ProWein’s primary focus remains the wine industry.
