Wine Fair ProWein Takes a Hit - ProWein's decline signals shifting dynamics in Germany's wine trade

Germany's wine industry has faced shifting trends at this year's ProWein trade fair. The event, once the world's largest wine exhibition, saw fewer visitors and exhibitors than in previous years. Meanwhile, demand for fresh, fruity white and rosé wines from German producers remained strong among international buyers.

ProWein's latest edition drew around 31,000 attendees, a sharp decline from last year's 42,000. The number of exhibitors also fell, dropping from 4,200 to 3,400, representing 63 nations. Despite this, German winemakers reported satisfaction with the fair's international reach, as visitors arrived from 105 countries.

Germany's wine market relies heavily on imports, with 57% of consumption coming from abroad. Domestic wines make up the remaining 43%. The country's vineyards span roughly 100,000 hectares, two-thirds of which lie in Rhineland-Palatinate. Germans drink about 1.5 billion litres of wine annually, averaging 21.5 litres per person aged 16 and older.

While ProWein's numbers have dipped, Wine Paris has grown rapidly since its launch in 2020. Formed by the merger of Vinexpo and Comexposium, the February event now leads as the world's largest wine and spirits fair. Attendance jumped from 36,334 in 2023 to 52,622 in 2025, reaching 63,541 trade visitors from 169 countries in 2026. Exhibitors also increased to 6,537, with 51% coming from abroad—a 94% rise in international participation since 2024.

ProWein's decline contrasts with Wine Paris's expansion, reflecting broader changes in the global wine trade. German producers continue to find demand for their lighter wines, even as competition from larger fairs grows. The shift highlights evolving preferences and market dynamics within the industry.