WeeklySA_AdminKeyword: A successful run by local winemakers at ProWein shines a ray of light about the future…
By Len Maseko
A contingent of wine producers representing 100 South African brands this week returned to the country from exhibiting at the world’s largest trade show – ProWein – in Germany this week, eminently buoyant from both the success of the excursion as well as about the future of the local wines.
Their participation followed a three-year Covid-induced hiatus, and was organised by the Wines of South Africa (WoSA). Held annually in Düsseldorf, Germany, and this year from March 19 to 21, the show attracted 49 000 trade visitors from 141 countries around the world, who visited the approximately 6 000 exhibitors over three days.
Summing up response to ProWein 2023, Messe Düsseldorf managing director Erhard Wienkamp said the show was a resounding success, boasting top ratings from all sides and strong international reach, and showcased a broad of wines and spirits from throughout the world.
Dominant topics at the trade fair were sustainability, alternative wine packaging and no-and-low alcohol drinks, As did pop icon Kylie Minogue, who launched her new alcohol-free sparkling rosé at the show.
WoSA CEO Siobhan Thompson WoSA’s said South Africa’s pavilion – housing 100 export wine producers – cut a more impactful presence, occupying a total floor space of 700sqm. The stand itself highlighted the bright colours and richness of the country’s winelands in a visual format which stood out from other pavilions.
For the first time, this year also saw a dedicated space for transformation brands represented within ‘The Wine Arc’, which proved to be another favourite spot, representing 11 black-owned brands. They included Aslina, a label owned by the country’s first black winemaker, Ntsiki Biyela, who is already exporting her wines in various parts of the world.
Thompson said: “It was super to be back at ProWein once again. The energy within the WoSA pavilion space was palpable and also very heartening to see that the world hasn’t forgotten about us. It has been a tough few years, but we are bolstered by the support and positive feedback received at ProWein and look forward to once again achieving top export values and volumes.
“ProWein has always been our most important trade show on the annual calendar and we look forward to returning again from 10 to 12 March 2024. Our producers continue to make wines of exceptional quality that showcase the diversity of our terroir and we believe that ProWein is the perfect platform for us to bring our wines to the world.”
Traditionally, Italy has been the largest nation at ProWein, followed by France, Germany and Spain, according to the organisers.
ProWein’s success was achieved despite looming strikes in the Germany’s public transport sector, with the total 49 000 trade visitors representing a marked increase from 2022 attendance figures, which stood at 38 000. This year’s visitors came from 141 countries (2022: 38,000), with one striking aspect noted by the organisers being that a stronger representation of the Asian region. This year, the focus of interest was, not only on wines from the leading wine-growing regions, but also topics relating to beverages with no and low alcohol or alternative packaging, which were also in great demand. One in two visitors was interested in no-and-low alcohol drinks and one in three in alternative packaging.
Forthcoming ProWein World satellite events in Asia and South America are on the cards. In 2023, a total of six trade fairs are scheduled outside Düsseldorf: Wine & Gourmet Japan – powered by ProWein (April 12 – 14), ProWine Singapore (April 25 – 28), ProWine Hong Kong (May 10 – 12), ProWine Sao Paulo (October 3 – 5), ProWine Shanghai (November 8 – 10) and ProWine Mumbai (November 24 – 25). The next ProWein in Düsseldorf is then scheduled again for March 10 – 12 2024
Published on the 92nd Edition.
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