ProWein: Italy in Düsseldorf has a new space
Michael Degen, director of the Düsseldorf Fair, has presented the new edition of ProWein in Italy (from 15th to 17th March). Italian participation (like that of other countries) is constantly on the rise and this year the organisers have had to replan the layout of the exhibition.
The new layout sees Italy in pavilions 15 and 16.
Degen reported that 82% of exhibitors come from abroad, this success is also thanks to a network of 72 offices in 30 countries. “It is not a German fair,” he commented, “but almost an Italian one, with 1,200 exhibitors. Basically it is the second Italian wine event after Vinitaly, for the number of wineries taking part.” This year Messe Düsseldorf had already increased the surface area of ProWein by 20%, achieving 11% more visitors as a result. One of the novelties for 2015 will be the “organic” area inside the national pavilions.
Getting back to numbers, 45% of visitors come from abroad, entrance is only for workers in the sector (about 50 thousand). “There are already all of the German buyers,” said Degen, “so now the focus is on English, American and Asian buyers.” One of the features of ProWein is not to organise too many side events and themed tastings. For these and for consumers there will be 90 events in 3 days with “ProWein goes city”.
