International events related to the world of wine represent an excellent opportunity to experiment, travel, discover new destinations and flavors, learn about viticulture and share the passion for this incredible alcoholic drink.
From small tastings to large fairs and exhibitions, these events bring together producers, distributors, retailers and aficionados from around the world, featuring hundreds of wineries and brands, and providing a platform for the promotion and development of the wine industry.
In particular, ProWein, is a must for industry professionals and lovers of this product who seek to learn about the latest trends and news. In this article, I tell you about the experience of attending this great event and the impact it has on the promotion and development of the global market.
ProWein in Germany: The largest meeting of the industry
ProWein is one of the most important wine exhibitions in the world, which takes place annually in the city of Düsseldorf, Germany. During three days, it is possible to taste a wide variety of bottles from different parts of the world, and discover the trends and news of the industry.
Upon landing in Düsseldorf, after leaving my bags at the Hotel IBIS Düsseldorf Airport, my first stop was the “Aldi” supermarket. Something I religiously do during my travels to get an idea of the bottles of wine found on the local supermarket shelves is to ask which ones are the most popular and compare their prices.
Another practice that brings me closer to the city and the local culture is playing sports. I always call the nearest tennis club to my hotel and ask to play a tennis match with the club’s teacher, who usually knows the city well and can introduce me to different people. On occasions, I have met supermarket owners, importers, and other professionals related to the wine sector who have helped me close deals.
This year, I attended ProWein for the first time, while representing Viña Casa Donoso, the pioneering premium winery in the Maule Valley. Despite having worked in the sector for 14 years, I had never visited this fair before, and I was pleasantly surprised to discover that it is a very influential exhibition for the wine industry in the Americas. I was struck by the beauty of the sector called Altstadt (Old Town), the post-fair meeting point for exhibitors and producers.
Countries across America, such as Canada, the United States, Mexico and others from South and Central America see ProWein as a chance to network with producers from all over the world. In addition, for producers, it is a great advantage to present new products and make themselves known in the global market for this thousand-year-old drink.
In short, participation in international events and fairs like this one is essential to foster relationships and consolidate the development of the wine industry worldwide. In addition to promoting the marketing of wines and strengthening the positioning of the brands, these meetings are also a source of inspiration and knowledge for all those who share a passion for the industry.