From March 15 to 17, 2026, ProWein Düsseldorf, one of the world’s largest wine and spirits trade fairs, took place in Germany, once again reaffirming its position as a key meeting point for the global beverage industry.
This year, the event brought together approximately 3,400 producers from 63 countries, attracting over 31,000 trade visitors from 105 countries worldwide. These figures not only reflect the global scale of ProWein, but also highlight its role as a vital platform connecting the international wine and spirits industry.
Beyond being a meeting place for producers, importers, and industry professionals, ProWein serves as a “trend map,” offering valuable insights into the latest movements shaping the global market.
Trend 1: No/Low Alcohol – From Niche to Mainstream
One of the key highlights at this year’s ProWein was the rapid growth of the No/Low Alcohol segment.
According to Khanh Vi, Vice President of the Vietnam Sommelier Association, who attended the event:
“ProWein Zero, with its Tasting Zone, provided a structured overview of the dynamically growing No/Low category.”
No longer a niche or experimental segment, non-alcoholic and low-alcohol products are becoming an essential part of many producers’ portfolios.
This shift reflects broader changes in global consumer behavior, with increasing attention to health, moderation, and more flexible drinking experiences.
Trend 2: The Rising Importance of Spirits
In addition to wine, the ProSpirits area at ProWein 2026 saw significant expansion.
“The ProSpirits area was significantly expanded, with around 500 exhibitors from 50 countries showcasing the diversity of international spirits.”
This growth indicates that spirits are playing an increasingly important role within the global beverage ecosystem.
For F&B businesses, this presents opportunities to diversify offerings and enhance customer experiences, particularly as cocktail culture continues to grow.
Trend 3: Emerging Wine Regions Step into the Global Spotlight
Another notable highlight at this year’s ProWein was the strong presence of emerging wine regions, particularly Xinjiang, China.
The region made a collective appearance, featuring wineries such as Tiansai Vineyards, Silk Road Vineyards, Chateau Tangting, and Chateau Aroma.
Organized by the Xinjiang Forestry and Grassland Bureau, the initiative aimed to showcase the region’s unique terroir, distinctive wine styles, and development potential to an international audience.
This reflects a broader trend:
wine regions beyond the traditional “Old World” and “New World” are increasingly stepping onto the global stage with confidence.
ProWine Singapore – The Next Gateway for Asia
Following Düsseldorf, ProWine Singapore will take place from April 21 to 24, continuing to serve as a key platform for the Asian market.
For Vietnamese businesses, this represents a closer and more accessible opportunity to engage with global trends, connect with partners, and explore new business opportunities within the region.
