Hall 1 of ProWein becomes the center for non-alcoholic wines

Reflecting growing consumer demand for alcohol-free and low-alcohol beverages, ProWein’s Hall 1 will become the center of the ‘World of Zero’ at next year’s edition of the world’s largest wine fair. .

The growing popularity of non-alcoholic wines is a trend that shows no signs of slowing down, with Pop Princess Kylie Minogue recently adding a 0% ABV sparkling rosé to her roster.

Growing health awareness may be a factor, consumers opting for non-alcoholic options when visiting pubs and bars as part of a moderate approach to alcohol consumption. Likewise, generational changes play a role, with 65% of Gen Zers (those born between 1997 and 2012) expressing a desire to moderate their drinking, according to a survey.

Previously, alcohol-free products were distributed on the site, on the stands of the various producers who were responsible for them. However, for ProWein 2023 they will be grouped together in hall 1. So, in addition to those who operate their main stands in other halls, such as Schlumberger or Peter Riegel, there will be exhibitors exclusively represented in this section, including Berlin’s Kolonne Null and Manufaktur Jörg Geiger.

Michael Degen, Executive Director of Messe Düsseldorf, the organizer of ProWein, said: “For our professional visitors from the catering and retail trade, this is the ideal platform to comprehensively and above all efficiently collect information about this segment. This makes it easier for exhibitors to access new buyers for their new products and allows visitors to locate this new group of products more quickly.

In addition to conferences and round tables on the subject, the “World of Zero” will be completed by a tasting of non-alcoholic drinks. “We are very pleased to be able to provide a perfect platform for this trending theme at ProWein 2023 together with the publishing house Meininger Verlag. The annual professional non-alcoholic tastings organized by these publishers as well as their editorial competence form the basis of this partnership. concluded Degen.

ProWein 2023 will take place from March 19 to 21 in Düsseldorf.