Messe Düsseldorf North America - Trade Show Daily

Cheers! Gan Bay! Kanpai! Gun Bae!

Posted by Anne Meerboth-Maltz on Tue, Jan 29, 2013 @ 10:43 AM

Younger Asian Wine Drinkers Drive Growth in Five Key Markets

According the new “Asia – Opportunities in China and beyond” survey of the British market research institute Wine Intelligence, China will remain the most attractive Asian market for wine exporters in the next five years. But the wine industry should also take advantage of opportunities in Japan, South Korea, Singapore and even Taiwan – the other key Asian countries studied in the report.     describe the image  

The results are based on extensive qualitative and quantitative research with consumers, importers and distributors across Asia. This survey about Asian wine markets was commissioned by Messe Düsseldorf, organizer ProWein, International Trade Fair Wines and Spirits, held annually in Düsseldorf, Germany.

Although all five markets differ substantially - it would be a mistake for the wine industry to consider Asia as a single cultural entity - there are some trends and characteristics that can be observed across the continent. The new ProWein study shows that the trend towards every day, affordable imports is evident across Asia as wine gets away from its image of being purely a luxury product and becomes more attractive to younger consumers. They in particular like wine as part of their lifestyles and show a real interest in understanding it better. The on-trade is often the best way to target these consumers.

describe the image                                China’s spectacular growth is likely to continue due to improved ranges in supermarkets and more affordable pricing. Consumers are associating imported wine with sophistication and wellbeing and the number of imported wine drinkers is expected to increase well beyond the current 19 million.   

In Japan, much of the market growth is being driven by the off-trade, as consumers turn away from the on-trade for economic reasons. Wine is increasingly part of a meal for Japanese families as they embrace more Western-style eating habits. With 47 million regular wine drinkers, Japan is a relatively mature market for wine, with younger consumers regarding wine as a trendy drink and more open to “experiment” than older Japanese wine drinkers.

In South Korea too, growth is coming from younger people. The market has a huge capacity for growth: wine accounts for just 20% of drinks sales and is regarded by many Koreans as a special-occasion beverage. But the market has been growing steadily since 2000, particularly when it comes to Chilean imports and sparkling wines.

Singapore is the smallest of the five markets but the wine industry here is already buoyant, with an increasingly knowledgeable population keen to learn more about wine. Strong brand identity and high volumes are often the key to success in this geographically limited market.

Taiwan is a more problematic market for wine exports than the other Asian countries. There are more barriers facing the wine industry, including a ban on internet sales, high taxes and few English language speakers. The high price of wine and lack of female drinkers are also factors that limit opportunities in Taiwan. But again, younger consumers are showing an interest in wine and helping it to not be regarded as a prestige product.

The upcoming ProWine trade fair in Shanghai (organized by Messe Düsseldorf Shanghai and China International Exhibitions) is the ideal venue to get access to this lucrative Asian wine market. From November 13 - 15, 2013, ProWine China will offer both international and domestic producers of quality wines and spirits a platform, thereby giving Chinese retailers and importers a comprehensive overview and the opportunity for productive business contacts. A diverse supporting program consisting of tastings and seminars will complement the exhibits. With ProWine China, Messe Düsseldorf brings the successful concept of Düsseldorf ProWein to China.

Topics: Messe Düsseldorf, International Trade Shows, wine, wine and spirits, wine show, alcohol, trade fair, China, Shanghai

Grape Expectations

Posted by Ryan Klemm on Fri, Feb 18, 2011 @ 15:30 PM

The international wine and spirits industries will bottleneck again in Düsseldorf, Germany for one of the industry’s most important annual trade events, ProWein 2011.  From March 27-29, all relevant wine producing nations will be represented in the trade show, offering a unique and comprehensive overview.

Trends in the industry will be highlighted, focusing on areas such as crop sustainability and eco-friendly wine grape cultivation.  Bordaeuxing on the obvious, the concept of “sustainability” has gained traction in the recent years, whether it be the German Praedikat Wine Estates’ (VDP) commitment to ecologically sound wine production, or the US state of California’s “Certified California Sustainable Wine Growing” certification program.

But not only will wine be the sole focus.  ProWein will feature the “Spirits” hall 7a, in which 300 exhibitors will present interesting and unusual distilled specialties.  In fact, for the first time Japan will be represented in this area with a group exhibit for the first time.  Kanpai! 

 Additionally, an extensive ancillary program will complement the wines and spirits on display.  At the FIZZZ-Lounge, the publishing house Meininger will again showcase the latest trends for the bar scene.  With the motto “Culinary Cocktails”, high-quality drinks and matching appetizers will be served.  Also, a special delicatessen section called “Wine’s Best Friends” will spotlight edible pairings to match with various wine varieties.  And of course, ProWein will again feature the popular central Tasting Zone, featuring over 1,000 wines!

And now that we’ve wet your whistleThis event is NOT open to the general public!  (Sorry to disappoint all our gentle readers that are amateur wine connoisseurs or distilled beverage aficionados!)

The last staging of the show in March 2010 featured over 3,300 exhibitors and attracted some 36,000 trade visitors:  import/export establishments, retail, restaurant and catering industries.

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For all involved professionally in the field, registration is available online at the show’s website www.prowein.com.  We hope to Syrah all soon at ProWein 2011!


Topics: Announcements, Germany, international, Messe Duesseldorf, international business, Düsseldorf, Messe Düsseldorf, International Trade, International Trade Shows, beverage, spirit, wine, wine and spirits, wine show, winery, alcohol, spirits, Dusseldorf liquor, Grape

ProWein 2009 Exceeds Expectations

Posted by Daniela Knoll on Fri, Apr 3, 2009 @ 22:33 PM

Despite the difficult economic situation, optimism in the global wine and spirits industry was evident during the recent staging of ProWein 2009, International Trade Fair for Wines and Spirits, in Düsseldorf, Germany: over 35,000 trade visitors attended - an increase of more than 5% compared to 2008 - and some 3,180 exhibitors from the classical European and worldwide wine-growing areas presented their products (compared to 3,160 exhibitors in 2008). For more information click here.

Topics: Germany, Messe, international, Messe Duesseldorf, Düsseldorf, wine, wine and spirits, wine show, winery

ProWein 2009 to Feature Over 300 Spirits Suppliers

Posted by Daniela Knoll on Thu, Feb 19, 2009 @ 21:01 PM

Among the more than 3,000 exhibitors at ProWein 2009, International Trade Fair for Wines and Spirits, about 300 will present first-class spirits. For more information click here.

Topics: Germany, trade show, Messe, international, Messe Duesseldorf, Düsseldorf, wine, wine and spirits, wine show, winery, alcohol, spirits, trade fair

Special Exhibit “Wine’s Best Friends” at ProWEin 2009

Posted by Daniela Knoll on Thu, Feb 5, 2009 @ 20:31 PM

The culinary special exhibit "Wine's best friends" during ProWein 2009, International Trade Fair for Wines and Spirits, will showcase delicatessen and how they pair with wine. For more information click here.

Topics: Germany, trade show, Düsseldorf, beverage, spirit, wine, wine and spirits, wine show, winery, trade fair