The Australians took ProWein 2019 by storm, with an enhanced presence, even more events, new producers, new Made our Way branding and a new education programme.
ProWein, held annually in Düsseldorf in Germany, saw a record number of guests in March 2019. In its 25th year, this international trade fair attracted more than 61,500 visitors from 142 countries. This year also marked Wine Australia’s biggest presence at the fair, with more wineries, wines and events than previous years.
On the stand, 83 Australian producers poured more than 500 wines from every major region, wooing the trade with tasting events, a wine bar, expansive meeting space and a barista.
Some producers returned to ProWein to showcase new releases and their latest vintages, including d’Arenberg, Langmeil Winery, McWilliam's Wines and Tyrrell's Wines. Whilst a number of producers were exhibiting on the Australian stand for the first time, such as Torbreck (Barossa), Shaw + Smith (Adelaide Hills), Vasse Felix (Margaret River), Josef Chromy (Tasmania), Bird in Hand (Adelaide Hills), Greenstone Vineyards (Yarra Valley) and Glenlofty Wines (Pyrenees).
The Australian stand featured 17 tutored tastings in an education area, a wine bar as well as a massively-oversubscribed Margaret River master class in the ProWein Forum. Showing off the diversity of Australian wine, the events covered topics including cool climate regions, old vines, organic and biodynamic wines, and alternative varieties.
Incorporating a barista on the stand was not only a nod to Australia’s sophisticated coffee culture but also a means of encouraging buyers to stay and talk. The barista served over 1500 Australian-style quality coffees over the three days!
The stand also attracted educators from around the world, who were keen to experience the new education programme Australian Wine Discovered, which launched in January 2019. Guests explored the programme’s modules, and discovered more about the content and how it can be used.
Media release and more information
25 March 2019 - Australian wineries put on a show from the Orient to the Occident
See photos from ProWein 2019
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