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Messe Düsseldorf North America
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Chicago, IL 60601
20th ANNIVERSARY OF PROWEIN: A SUCCESS STORY
In its 20-year history ProWein, International Trade Fair Wines and Spirits, has experienced dynamic growth. With the title PRO VINS, the event was first held in 1994 with 321 wine, sparkling wine and spirits suppliers from Germany, Austria, Colombia, France, Greece, Hungary, Italy, Portugal and Spain occupying one hall at the exhibition center in Düsseldorf, Germany. The debut attracted 1,517 trade visitors from Germany and neighboring European countries, mainly from France. From the beginning, ProWein was restricted to trade visitors from the retail, restaurant, hotel and catering sectors and this concept significantly contributed to the success of the trade fair.
Exhibitors and visitors at PRO VINS 1994 were extremely pleased with the event, prompting a second edition in 1995. The number of exhibitors in 1995 rose to 532 suppliers, occupying two trade fair halls. The Tasting Zone (in cooperation with the trade journal “Weinwirtschaft” from the Meininger publishing house) had its premiere that year.
In 1996, the duration of the trade fair was extended to the now familiar three days, starting on a Sunday. Since 1997 the trade fair is known by the name ProWein. In terms of exhibitor numbers, the 1,000 mark was reached in 1997 with 1,065 exhibitors from 25 countries participating. The Californian wine estate Mondavi exhibited for the first time and Michael Mondavi attended in person. It was evident that the significance of ProWein grew every year. At the tenth edition in 2003 the German trade magazine Top Hotel published the headline: “Child Prodigy ProWein: celebrating its 10th birthday but still growing – a bit like a child prodigy”.
The ProWein ancillary program also became more varied. The Tasting Zone with its annually changing focal theme has long since become a highlight at the trade fair. Since 2007 two other special shows have complemented the comprehensive program: “wine’s best friends” presenting selected delicatessen which go together well with wines and spirits and the FIZZ Lounge in the spirits section with its live presentation of cocktail trends.
Tasting is also the focal point at numerous events exhibitors organize at their stands – and also at the ProWein Forum since the 2013 staging. Now more than 300 events are held during the trade fair. The spectrum ranges from guided tasting sessions on specific regions or grape varieties to lectures on markets and trends.
Today, ProWein is the leading international trade fair for the wine and spirits sector - a central meeting point and a business-promoting order platform. Demand for booth space is increasing continually with ever more suppliers from more countries wanting to participate. ProWein 2013 attracted 4,792 exhibitors, 82% of which (3,934) were not from Germany but from 48 countries from all continents. These included 20 companies and organizations from Germany, France, Greece, Italy and Austria who have shown loyalty to ProWein from the very beginning, exhibiting at the trade fair every time since 1994.
In 2013, total space rented by exhibitors (without special shows etc.) amounted to 548,950 square feet – compared to 31,360 square feet in 1994. Visitor numbers have also grown very much. A total of 45,168 trade visitors attended ProWein 2013 and 43% of them came from countries other than Germany. By comparison: at ProWein 2002, less than 14% of the attendees were not from Germany. Every year, more international visitors are coming to Düsseldorf from all relevant wine importing and consuming markets.
In celebration of ProWein’s 20th anniversary, the special song “As Long as You Like” was composed. “We wanted an anniversary idea that gave something back to our customers. After all, they are the ones who made ProWein what it is today: the leading trade fair in the international wine and spirits sector. Music is a language ‘spoken’ the world over – and therefore very much in tune with the international approach of ProWein. We very consciously chose not to produce a ‘ProWein hymn’. Instead we wanted a song that underlines what is cordial, convivial and lovely about the product of wine that ultimately connects us all,” explained Michael Degen, Executive Director at Messe Düsseldorf and Director of ProWein. “As Long as You Like” is featured on ProWein’s new anniversary website www.prowein.com/20years and can be streamed for listening online or downloaded free of charge in mp3 format.
This website also presents milestones and impressions from 20 years of ProWein, including the various stages of the trade fair’s development, photos of past events, the very first press release and memories from companies who have exhibited at ProWein since its beginnings in 1994.
All ProWein exhibitor and visitor are welcome to share their stories, anecdotes and photos (or even a Karaoke version of “As Long as You Like”) on this website by sending them to Miriam Sinatra (SinatraM@messe-duesseldorf.de). The best contributions will be published on the ProWein website and its social network channels.
Next year, ProWein will be held from March 23 – 25 in Düsseldorf, Germany. For information on visiting or exhibiting at ProWein 2014, contact Messe Düsseldorf North America, 150 North Michigan Avenue, Suite 2920, Chicago, IL 60601. Telephone: (312) 781-5180; Fax: (312) 781-5188; E-mail: email@example.com; Visit our web site http://www.mdna.com; Subscribe to our blog http://blog.mdna.com; Follow us on twitter at http://twitter.com/FoodBev_MDNA
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