Australian wine puts on an impressive showing at ProWein 2017

Australian wine has had its largest showing at ProWein 2017, the world’s biggest wine trade fair held annually in Düsseldorf, with 76 wineries joining Wine Australia on its stand.

ProWein saw a record number of guests with more than 58,000 trade from 130 countries attending over the course of the three-day Fair.

The Wine Australia program focused on showcasing the diversity of Australian wine and challenging outdated perceptions. Guests participated in feature tastings, regional tastings, master classes, a food and wine matching session, networking happy hours with drinks and canapés, and tastings in collaboration with the Wine and Spirit Education Trust (WSET). Cool climate regions, Mediterranean varieties and old vines were some of the themes of the events.

The stand had a more expansive meeting space than last year and this was used to boost commercial opportunities for the exhibiting wineries and visitors. Across the three days, the space had a steady stream of appointments with key buyers and influencers from across Europe, Asia and North America.

Guests said:

‘Having looked at Wine Australia’s event programme before the fair, I decided to dedicate this year’s ProWein to the New World and especially to Australia.  I was impressed with the Wine Australia stand, and the events and wineries really showed off the diversity and quality of Australian wine.’ Peter Jakob, Wine Educator (Germany)

‘Incredible tastings and master classes at the Wine Australia stand. Even if I had stayed here for the entire ProWein, I wouldn’t have been able to discover all that Australia has to offer as there is so much. Great hospitality at the stand too.’ Enrico Donati, Wine Consultant and Sommelier (Italy)

Exhibitors said:

‘ProWein 2017 was a great success for the Rathbone Wine Group with an abundance of new opportunities from existing customers and markets but also new opportunities in new markets.

‘The stand had a great energy and accessibility, making it easy for guests to approach and engage with us and our wines. The staff managing the stand were exceptional, from good coffee to clean spittoons, there is little more you could have wanted. We have already signed up for 2018.’ Chris Unger, Rathbone Wine Group

‘We sought and found quality new business at ProWein 2017 and expanded business with our current business partners. Visitors were higher quality customers who knew what they wanted and the interest in the Australian category has improved. It was busy every day and the Wine Australia stand provided a great environment to conduct uninterrupted business meetings.’ Sue Henderson, Howard Park and MadFish Wines

‘ProWein 2017 has been far bigger than any prior year and the Australian presence has probably grown by another 20 or 30 Australian producers. We weren’t here 10 years ago, and since then this has become the most important show in Europe for producers selling wine all around the world. We are seeing our current customers and talking about promotion plans and new products going into their portfolios for the year, but we are also using the show very much for new customers.’ Jonathan O’Neill, Angove Family Winemakers

‘This was the second time Voyager Estate has attended ProWein and it was an extremely successful show for us this year. We were able to meet with a number of potential new distributors in specific markets we were looking for as well as catch up with existing distributors in some of our key markets. The organisation by the Wine Australia team ensured we were able to totally concentrate on doing business, and the camaraderie on the Wine Australia stand was a huge benefit, as it is often in the side conversations that great ideas are shared. We will definitely be back next year.’ Fiona Findlay, Voyager Estate

Stuart Barclay, Wine Australia General Manager, Marketing said, ‘ProWein is the biggest and most important event in Wine Australia's global calendar. It's about showcasing our wines on an international stage and engaging with key buyers and influencers from across Europe, Asia and America.

‘This year's ProWein was a great success; the stand was always busy, meeting areas were constantly in use and our events were well attended. There was a fantastic atmosphere on the stand throughout the Fair and I was delighted to see the renewed excitement in Australian wine. I'd like to thank the 76 wineries who joined us for their energy, their support and their great wines.’

ProWein by the numbers

• 500+ wines
• 76 wineries on the Wine Australia stand (41 of which were new exhibitors at ProWein)
• 34 regions
• 39 grape varieties (including Montepulciano, Fiano, Dolcetto, Lagrein, Barbera, Nebbiolo, Aglianico and Tempranillo)
• 14 events
• 1300+ coffees made and served by our on-stand barista.