ROME - The world of Italian wine puts fourth place in the race for international markets and reserves the largest exhibition area of the 13 pavilions at the ProWein fair, in Düsseldorf from Sunday 19 to Tuesday 21 March.
The primacy of attendance with around 1,750 exhibitors from every Italian region, distributed in three pavilions, and with an increase in ICE activities, was highlighted in the presentation in Rome of Prowein 2023 which will welcome more than 600 exhibitors from over 60 countries representing 400 winegrowing territories in the world.
On the eve of the thirtieth anniversary, which will be celebrated in 2024, the German trade fair brand claims the choice of internationality from the very beginning.
"Since the first edition in 1994 - said Michael Degen, executive director of ProWein - we did not want a German fair, but an international one. Global business is in our DNA. 90% of exhibitors come from outside Germany, on average of Germans is 10%.The link between Italy and ProWein is solid and this year Made in Italy has a record attendance.50,000 professional operators are expected, in line with last year, two-thirds from countries outside Germany. Many but still not as many as - he admitted - pre-pandemic. We will not speak, at least in the official meetings of health labels or politics,
We have always worked with the aim of enhancing what many insiders define as the most efficient business platform in the world for what concerns wine & spirits - said Degen, Executive Director of ProWein - and the continuous and exponential growth of the fair demonstrates the validity of our work, especially on alcoholic beverages, a growing sector.
We are like a blank page that is gradually being written by market trends.
This year's themes - he announced - are: World of Zero", focus on the increasingly topical theme of non-alcoholic wines; and confirmations such as "Same but Different", dedicated to craft alcoholic beverages such as beer and cider, and still the "Urban Gastronomy Lounge"
with a selected group of restaurateurs who will give life to performances that will be streamed live all over the world.
Furthermore, it will be about "Light bottles & Co", of Tetrapack, bag in box and alternative containers to glass, which is becoming too expensive for many operators, with a focus on the "World of Organic Wines".
Among the novelties is the launch in 2024 of the satellite fair in Tokyo where consumption and knowledge of quality wine are high.
"We will never have a ProWein Italia, - he said finally answering the press - you already have a fair in Verona, Vinitaly, which works very well. We don't want to get into conflicts".
(HANDLE).