By James Wells in Düsseldorf

Australian wineries are expected to benefit from the growth of the world’s largest wine fair, ProWein, following confirmation that organisers will be expanding the footprint of its exhibitions in Germany and China. 

By increasing the footprint of both exhibitions, show organizer Messe Düsseldorf will allow several companies that have been forced to join waiting lists to join both events as more space is released. 

After increasing by two entire halls last year, the ProWein exhibition in Germany will expand again next year to increase its area by over 15 per cent.

“We have already shown the new plans to our larger exhibitors including Wine Australia and everyone seems happy. Under the new structure the overall look will be consistent. It is not about just having more space, it is also about retaining visitor quality,” said ProWein director, Michael Degen.

Wine Australia director for UK, Ireland and Europe, Yvonne May, told TheShout that the 200 square metre Wine Australia stand was over-subscribed this year with 25 separate participants and a waiting list was in place.

Expansion for ProWine China

Messe Düsseldorf has also confirmed that the ProWine China exhibition will expand its area by 30 per cent when the show opens for its second year in November 2014.

“The visitor breakdown was the biggest surprise for us at the first ProWine in Shanghai in 2013,“ Degen said.

“We had 60 per cent of the attendees from Shanghai, 30 per cent from other areas in Mainland China and 10 per cent from outside of China,” he said.

“The number of foreign participants was something we intended to grow once we established ProWine China, but for this to happen immediately was very pleasing. ProWine China is benefiting from the truly international reputation of ProWein Düsseldorf."

ProWein 2014: the statistics

After three days, ProWein 2014 has finished for another year with an increase of 7 per cent in attendance from last year to over 48,000 trade visitors with one third of these visitors attending ProWein for the first time.

In the show’s 20th year, there were 4,830 exhibitors from 47 countries with 97 per cent of visitors polled saying they had achieved their aims and were satisfied with the event.

Increased visitor numbers were experienced from key European markets as well as from outside of Europe with the number of Chinese and Hong Kong visitors doubling compared to last year, according to the deputy managing director of Messe Düsseldorf, Hans Werner Reinhard.

“Here we are already seeing the successful synergy effects of ProWine China that celebrated its premiere in Shanghai last November,” Reinhard said.

International wholesale, retail and specialist retail made up the largest group of visitors followed by experts from the restaurant and hotel industry. Over 70 per cent of visitors are in managerial positions. 

Wine Australia general manager, James Gosper said: “ProWein is a truly international show and the Australian wineries were very happy with this year’s event. They were able to do business with buyers from all over Europe – including a very large number from the UK – but also from overseas like Canada and the US.” 

ProWein Düsseldorf will be held from 15-17 March, 2015 and ProWine China will be held in Shanghai from 12-14 November 2014.

To hear more from James Gosper, click on the video below:

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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