From March 27-29, 2011, the wine world was focused on Düsseldorf, Germany, site of one of Europe’s most important wine festivals: ProWein.
According to the organizers of the festival, ProWein 2011 was attended by over 3,600 exhibitors from some 50 countries. Attendance reached 38,000 – a 5% increase over 2010.
The organizers also noted an increase in the number of international guests, primarily from Great Britain, Scandinavia, the USA and Canada, as well as Eastern Europe – especially Russia, the Czech Republic and the Baltic states. The festival also saw an increase in the number of visitors from Asia – most notably China, Thailand and Hong Kong. Festival organizers reported that over 80% of visitors were individuals who are directly involved in purchasing decisions (Source: Visitor Survey at ProWein 2011.)
For the 5th consecutive year, Croatian winemakers were among the international exhibitors, with 25 of the most important wineries in Croatia participating, collectively representing more than 150 wines.
Croatia’s participation in this year’s ProWein fair was sponsored by the Croatian Chamber of Economy (HGK), in cooperation with the Ministry of Agriculture, Fisheries and Rural Development (MPRRR).
With total space of 95 square meters, the Wines of Croatia booth was the focus of much attention, as trade professionals stopped by to investigate and taste the wines of Agrokor-Vina, Arman, Badel 1862, Capo, Cattunar, De Georgiis, Feravino, Jako Vino, Kabola, Kalazić, Korta Katherina, Krauthaker, Kutjevački Podrum, Lagradi, OPG Božo Bačić, OPG Šime Škaulj, Roxanich, Saints Hills, Suha Punta, Trapan, Veralda, Matošević, Vinski Vrh, Vinoplod, and the University of Zadar.
“This fair is of great importance to Croatian wineries, because it is an opportunity to present the wines of Croatia to an international audience”, said Rajko Ružička, Assistant to the Director of the Office Agriculture, Food and Forestry at the HGK.
“We hope that our presence at the fair will help to increase exports of Croatian wines, especially in regard to Germany, which at 600,000 liters annually makes it the second largest foreign market, after Bosnia-Herzegovina. That is why the HGK and MPRRR support Croatian wineries at international festivals like this, because it is critical to effectively present and position Croatian wines in potentially interested foreign markets.”
Due to the large volume of business conducted during the festival and shear number of journalists present, ProWein is an opportunity that under no circumstances should be missed, said Saša Špiranec, Chairman of the Association of Croatian Wineries Festival Committee at the Croatian Chamber of Economy (HGK).
“ProWein is the starting point of marketing activities of our new association, whose primary mission is to raise awareness among the wine consuming public about the wines of Croatia. The task of branding Croatian wine includes many promotional tools – including specialized fairs like ProWein”, said Špiranec.
Đuro Horvat, president of the Association of Croatian Wineries at HGK, added that Croatian winemakers regard the creation of a strong Croatian wine brand – one that showcases the excellent quality and originality of the wines – as crucial for the export market.
“Export trends from year to year indicate movement towards high quality wines from premium categories. That is why this festival is important as an opportunity to establish business contacts and ultimately increase wine exports through new sales,” said Horvat.
“Croatian wines are growing more and more interesting to international consumers and markets, who are increasingly seeking out wines of origin produced from indigenous grapes. This is especially true in more developed markets, such as Germany and Great Britain, where the rate of wine consumption is growing and the market is saturated with the most popular international varieties,” added Horvat.
Across six pavilions, visitors to ProWein were treated to a comprehensive snapshot of the world wine market and a selection of thousands of wines to taste. ProWein is an important bellwether of emerging trends and a showcase for new products and services, as well as an ideal venue for networking between visitors, producers, exhibitors, distributors and the media.
Summing up the positive results of ProWein 2011, Hans Werner Reinhard, Deputy Managing Director at Messe Düsseldorf, said: “We are delighted with an extremely successful event! Our positive expectations were even exceeded. ProWein 2011 went splendidly. ProWein was impressively able to underline its status as the leading international fair measured by all key performance indicators. It brings the supply and demand sides of the wine and spirits market together at an international level in a uniquely professional atmosphere and it is the perfect meeting point for the sector to showcase trends and innovations, to discover and discuss.”
Next year’s ProWein event is scheduled for March 4-6, 2012 in Düsseldorf.