ProWein’s City Vibes initiative brings global wine and spirits culture to Düsseldorf’s doorstep

ProWein, the world’s leading trade fair for wine and spirits, is redefining the traditional trade show model by stepping outside the exhibition halls and directly into the heart of the city.

With its “ProWein City Vibes” programme, the fair is shifting its focus, emphasising how wine and spirits are not just commodities, but integral components of a sophisticated, modern lifestyle experienced by consumers.

While the central trade fair remains the essential business platform for professionals from around the globe, ProWein City Vibes transforms Düsseldorf itself into a vibrant hub of wine and spirits culture, making the event more accessible and tangible to those who live and breathe this lifestyle.

The initiative is designed to connect the global industry figures attending the fair with the vibrant local community and sophisticated consumer base. By partnering with high-end bars, restaurants, and exclusive retailers across Düsseldorf, ProWein is creating a continuous, immersive experience that extends beyond business hours.

Key highlights of ProWein City Vibes include:

• Exclusive pop-ups: select venues host special tastings and masterclasses led by world-renowned winemakers and distillers, offering consumers a rare chance to engage with industry legends
• Themed evenings: restaurants showcase special menus featuring pairings with regional and international wines and spirits, turning a night out into an educational and sensory journey
• Retailer focus: boutique shops feature rare and limited-edition bottles, turning the act of shopping into a treasure hunt for enthusiasts.

“This move recognises that the culture of wine and spirits doesn’t end when the trade show doors close,” said a ProWein spokesperson. “The true experience — the lifestyle — happens in bars, in restaurants, and in homes. ProWein City Vibes is about embracing that reality and bringing the world’s best products closer to the people who appreciate them most.”

The organisers believe the emphasis on lifestyle directly benefits the thousands of importers, distributors, and producers attending the show. It provides them with immediate, real-world feedback and a lively context for their products, reinforcing the value proposition that their offerings enrich consumers’ social lives and personal style.

The City Vibes initiative confirms ProWein’s understanding of the modern consumer: someone who seeks authenticity, a story, and a deeper connection to what they consume.