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ProWein 2025
Pia Strehn brings her complete rosé range to Düsseldorf
© Elke Mayr
Less is more. This maxim not only describes consumer behaviour when it comes to alcoholic beverages in general and wine in particular, it also summarises the developments at ProWein in Düsseldorf. We provide eleven ‘reasons’ why a visit to the trade fair (16 to 18 March 2025) is definitely worthwhile.
There have already been signs of change at previous editions of ProWein, including a decline in exhibitors and visitor numbers. According to the latest ProWein press release, around ‘5400 exhibitors from more than 65 nations’ are expected in 2025, but as of mid-February its online directory only listed around 4000. Wine Paris, which took place at the beginning of February with just under 5200 exhibitors, has now established itself as a major competitor to ProWein in Düsseldorf.
Size is not everything
The focus of the industry generally seems to be shifting. Of course, this does not only affect the trade fair format itself, which many participants find is no longer modern, sustainable or economical. The keywords in this context are personalisation, digitalisation and multiple crises, which mean that every edition needs to be carefully considered.
With regard to ProWein, transport problems (notably strikes by Deutsche Bahn) made travel to and from the fair extremely difficult and hotel capacity, including a veritable ‘price explosion’ around the dates of the fair, also carry weight. A downsizing of the trade fair would therefore have a very positive effect here. Messe Düsseldorf is also trying to counteract the room shortage with its own ProWein booking platform.
But ProWein wants to develop further in terms of content. The first signs of this are ‘Discover the Taste of Tomorrow’ as its new motto, a visual relaunch and an update of the hall layout. The trade fair also wants to broaden its focus in terms of themes and offerings. For example, ProWein is paying tribute to industry trends with its own ‘Organic World’ and ‘World of Zero’ areas (which are larger than in previous years). In addition, more space will be given to food & wine pairing – where the organisers see potential for companies to differentiate themselves – with workshops and live cooking demonstrations in the programme.
In future, ProWein plans to become more of an educational platform for international trade visitors. With its ProWein Business Talks, the first of which took place in October 2024 on the topic of ‘Digitalisation of the Wine Industry’, followed by ‘Shaping the Future of Wine’ in mid-January 2025, the focus is on a year-round exchange of knowledge. For the first time, there will be a dedicated forum for business topics at the trade fair itself.
Winemakers to watch
For winemakers, ProWein provides one thing above all: a place of opportunity. You shouldn't miss the chance to get to know the following wineries and groups personally at the upcoming trade fair:
Langmann winery, West Styria
Schilcher is one of the most traditional rosé styles in Central Europe and is made from the indigenous Blauer Wildbacher grape variety. Harnessing expertise that goes back many generations, the Langmann family vinifies single vineyard Schilcher full of density and light-footedness from the native grape. At ProWein, they are bringing an impressive Schilcher vertical from various vineyards, Sauvignon Blancs characterised by the nearby Koralpe mountain range and unique sparkling wines.
Österreichische Traditionsweingüter
The ÖTW are the standard-bearers of premium wines of origin from Austria. More than 35 of these leading wineries from Kamptal, Kremstal, Wagram, Vienna, Carnuntum, Thermenregion and Weinviertel are coming to ProWein to individually show their latest Erste Lage (Premier Cru) and other outstanding wines. Taste wines from some of the most renowned single vineyard sites in Austria and discover for yourself why they have won acclaim around the world.
Save the Date - Single Vineyard Summit 2025
You should definitely make a note of this date: from Monday, 8 September 2025 to Friday, 12 September 2025, the Single Vineyard Summit of the Österreichische Traditionsweingüter will take place at Schloss Grafenegg (Austria). At this prestigious tasting event, which is reserved exclusively for trade visitors, wines from Austria's best single vineyards can be tasted over five days. Pre-registration is already possible.
Gesellmann winery, Deutschkreutz, Burgenland
The Gesellmann winery in the heart of Deutschkreutz in central Burgenland stands for a perfect symbiosis of tradition, innovation and authentic craftsmanship. Founded by Engelbert Gesellmann, a pioneer of red wine in Burgenland, and managed with visionary foresight by his son Albert since 2000, the winery has developed into one of the region's leading names. Its philosophy is based on respect for nature, uncompromising quality and the promotion of indigenous Austrian grape varieties such as Blaufränkisch, Zweigelt and St. Laurent. Gesellmann's red icons as well as the classic whites can be tasted at ProWein.
Alphart am Mühlbach winery, Traiskirchen, Lower Austria
Lorenz Alphart stands for a clear commitment to origin like few winemakers in Thermenregion. He has dedicated himself completely to the Rotgipfler and Zierfandler local grape varieties, demonstrating with experience, flair and, above all, a great deal of passion what these two indigenous varieties are capable of. And he can draw on the best sites for this, above all Mandelhöh, which produces exceptional Rotgipfler. The 2023 vintage from this top vineyard is one of the highlights that Lorenz Alphart is presenting at ProWein. In addition, many other top wines, from regional and local wines to single vineyard and some barrel samples from 2024, can be tasted that bear his signature: "very straightforward and bone-dry".
Strehn winery, Deutschkreutz, Burgenland
Pia Strehn has started the rosé revolution in Austria. With conviction, expertise and, above all, passion, she has taken Blaufränkisch rosé to an unprecedented level. This has earned her national and international recognition. Pia, together with her brothers Andy and Patrick, runs the winery in Deutschkreutz with impressive teamwork. Over the years, they have developed extensive rosé expertise – and that is still the Strehns' unique selling point today. From the very beginning, the three siblings were united by one desire: to vinify the best rosé that can be produced in Burgenland. They remain true to this goal and are bringing their entire rosé range to Düsseldorf.
Dorli Muhr winery, Carnuntum, Lower Austria
Dorli Muhr is one of the leading personalities on the international wine scene. At ProWein 2025, she will be presenting her outstanding wines from Spitzerberg, which are characterised by precision, elegance and the unique terroir of the Carnuntum region.
Her clear vision and uncompromising passion characterise her Blaufränkisch wines in particular, which are attracting international attention. They stand for an extraordinary signature and reflect the depth and diversity of this special region.
Michaela Riedmüller winery, Hainburg an der Donau, Lower Austria
Even as a child, she wanted to become a winemaker. Today, Michaela Riedmüller cultivates eight hectares in Carnuntum in the far east of Austria. Her wines, especially those from Braunsberg, are unique, full of character and characterised by their origins, just like the 34-year-old herself. Riedmüller's flagship vineyard recently earned her top ratings from Gault&Millau and Michaela Riedmüller is also on course for success in other respects. When she sets sail for ProWein, she has an exciting cross-section of her range in her luggage. You can also get to know her 2021 Carnuntum DAC Blaufränkisch Ried Braunsberg at two masterclasses.
Esterházy winery, Trausdorf, Burgenland
From centuries of history, characterised by origin and responsibility, a vinophile future full of character and vision is emerging at Esterházy. At ProWein 2025, the winery is presenting its entire range in a new design for the first time and offering a first glimpse of the 2024 vintage. The fresh, precise regional wines provide a promising foretaste, while the characterful Furmint wines and elegant sparkling wines emphasise Esterházy's impressive potential. With refined craftsmanship and a clear commitment to its origins, Esterházy sets new standards and looks to the future with vision.
VAUX Sekt producer, Rheingau
With 150 years of experience in traditional bottle fermentation, this sparkling wine producer combines French and German sparkling wine expertise and relies on the cool fruit of the vineyards on the Rhine, which remains consistent even in times of global warming. Thanks to a clear vision and a modern operational structure, VAUX is ideally positioned to play in the top international league. VAUX is thus taking a decisive step towards a promising future. The relaunch of Grand Rosé and Grand Cuvée exclusively for the catering trade without capsules will also be presented at ProWein. Christoph Graf (CEO) and Maria Deckers (Sales Manager) are looking forward to tasting and exchanging ideas with visitors!
Douro Boys, Douro, Portugal
The four family-run wineries Quinta do Vallado, Niepoort, Quinta do Crasto and Quinta do Vale Meão have put the Douro Valley on the international wine map. Now the next generation of Douro Boys is at the starting line. And they will be presenting their latest individual vintages in Düsseldorf. From still wines made from Portuguese grape varieties to Very Very Old Tawnys and Vintage Ports, all the Douro Boys' wines benefit from the luxury of time. You will discover wines that are worth storing – and savouring – for years.
Vinhos Verdes – CVRVV, Porto, Portugal
It is still considered an insider tip: the Vinhos Verdes wine region covers not only the largest area in Portugal, it also offers a fascinating and varied range of wines. Its very diverse terroir ensures its numerous indigenous grape varieties in particular – Alvarinho is probably the best known – amaze even experienced wine enthusiasts. In addition to its variety diversity and typical Vinho Verde freshness evident in both the white and red wines, the complexity of the wines and their ageing potential make you want more. Curious? At ProWein, visitors can immerse themselves in the world of Vinho Verde and make personal contact with the 29 winegrowers represented. Surprises guaranteed!
