The world’s largest drinks exhibition prepares to return in 2022
Spirits producers and retailers take note!
Probably best known for its beautiful wine displays from around the globe, it is important to take note of the Spirits section, which was established in 2008. Trendsetting distillers of craft spirits are housed in a unique bar setting in Hall 7, together with innovative brewers and and ale producers from around the world.
Although the Covid pandemic resulted in both the 2020 and 2021 shows being cancelled, the event organisers have confirmed that Prowein will again take place in March 2022.
25 Years of showing drinks to the world
Prowein was first held in 1994 under the name ProVins, attracting a small presentation of French wine from a year earlier. A total of 1 517 visitors were recorded at that first event, 250 of them traveling from other European nations, primarily France. In 2019, when the last show was held, more than 61 000 visitors from 142 countries visited the exhibitions over a course of three days.
Organisers added that the show would be made possible thanks to the recently adopted Covid-19 Protection Ordinance, which provides the legal framework for hosting a trade fair amid the pandemic. It was updated in August this year.
In an interview with Melita Kiley of Spirits Business, Prowein’s executive director, Michael Degen, said: “Over the past few weeks our planning – such as stand space allocation for exhibitors, the organisation of tastings, limitation of visitor numbers, aisle width or a possible registration for tastings – was primarily determined by a very restrictive Covid-19 Protection Ordinance.
“Now we can finally get down to the concrete planning and organisation in the interest of the sector.”
Three additional halls for 2022
The trade show will extend to include three additional halls, creating a total of 13 halls for the 2022 event. This will allow the width of the aisles to be increases from four to six metres. Degen explains that rented exhibition space will not enlarge – “we are only making three additional halls available. At the end of the day it’s like in a vineyard where the distance between the individual rows would be increased to improve ventilation of the vines.
“With this move we strike the necessary balance between pandemic-related minimum distances and a sufficiently high attendance figure – thereby laying the foundation for a successful trade fair: many contacts and leads for our exhibitors.”