Prowein 2023
First Press Vol. 26 No. 11

“WORLD OF ZERO” @PROWEIN 2023

Hall 1 will be center for non-alcoholic wines

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Alcohol-free wines are a current trend topic with quite some potential – and not only in Germany. Just recently, the international media reported that pop star Kylie Minogue is launching her first non-alcoholic sparkling rosé wine of the same name. It will be sold in British Tesco supermarkets, among other stores. “Zero” is also playing an increasingly important role in food service. Increased health awareness and changing consumer behavior among Generation “Z,” i.e., 26- to 37-year-olds, are the main reasons for the trend.

With its “World of Zero,” ProWein, the world’s largest and most relevant trade fair for wines and spirits (March 19 – 21, 2023, in Düsseldorf, Germany), picks up on this trend and proactively sets the stage for it. Whereas the non-alcoholic products were previously distributed throughout the exhibition halls at the stands of the corresponding producers or importers and exporters, they will now be presented in a concentrated manner in one area in Hall 1. “For our trade visitors from food service and retail, this is the ideal platform to comprehensively, and above all efficiently, gather information on this segment,” explained Michael Degen, Executive Director Messe Düsseldorf, and adds: “This provides exhibitors with easier access to new buyers for their new products and allows visitors, in turn, to locate this new product group faster.” Thus, on the one hand, companies are represented in the “World of Zero” that are located in other halls with their main stand and are now additionally presenting themselves in this theme world. These currently include Schlumberger, Peter Riegel, and Schloss Wachenheim, to name a few examples. On the other hand, there are also exhibitors in the “World of Zero” who are exclusively represented there – such as Kolonne Null from Berlin or Manufaktur Jörg Geiger.

The “World of Zero” will be completed by a tasting zone in the center of this themed world. “We are very pleased that we can provide a perfect platform for this trending theme at ProWein 2023 together with publishing house Meininger Verlag. The annual, professional non-alcoholic tastings organized by these publishers as well as their editorial competence form the basis for this partnership,” said Michael Degen. The program at “World of Zero” will also feature lectures and panel discussions.

For further information on visiting or exhibiting at ProWein 2023, contact Messe Düsseldorf North America; Telephone: (312) 781-5180; E-mail: info@mdna.com; Visit www.prowein.com and www.mdna.com; Follow us on Twitter at http://twitter.com/mdnachicago

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