ProWein 2025: ProWein Zero takes centre stage

As the global wine and spirits industry prepares for ProWein 2025, the dedicated “ProWein Zero” zone is set to become a focal point for trade professionals navigating a rapidly evolving market.

With the latest ProWein Business Report identifying the no-and-low alcohol sector as a primary growth engine, the exhibition is doubling down on its commitment to this high-potential category.

The upcoming edition will showcase a significantly expanded range of de-alcoholised wines, sparkling alternatives, and low-ABV spirits, reflecting a structural shift in consumer behaviour that is currently reshaping retail and hospitality portfolios worldwide.

The emphasis on ProWein Zero comes at a pivotal moment. Industry data highlights that while traditional wine volumes face headwinds in several key markets, the demand for high-quality alternatives is surging. This trend is driven by a younger, health-conscious demographic — the sober curious — who demand the same complexity and terroir-driven profiles found in traditional beverages, but without the alcohol content.

By centralising these innovations in a dedicated area, ProWein provides buyers and sommeliers with an efficient platform to sample the latest technical breakthroughs in de-alcoholisation. These advancements are crucial for the trade, as they allow producers to maintain the aromatic integrity and mouthfeel of premium wines, addressing previous quality barriers in the category.

For distributors and retailers, the no/low segment is no longer a peripheral offering but a strategic necessity. The ProWein Zero zone will highlight products that cater to diverse consumption occasions, from the rise of “alcohol-free” white and sparkling wines in Northern Europe to the growth of low-alcohol alternatives in the Mediterranean and Eastern European markets.

Beyond wine, the segment also encompasses the burgeoning world of “spirit alternatives.” With Rum and botanical-based low-ABV spirits predicted to outperform traditional categories, ProWein Zero offers a glimpse into the future of the back-bar, where versatile, low-calorie, and alcohol-free mixers are becoming essential tools for the modern mixologist.

In addition to the product showcase, ProWein 2025 will leverage its expertise to provide educational insights into the no/low market. Trade visitors can expect a curated program of tastings and seminars designed to help professionals communicate the value of these products to their end customers.

As the industry moves away from a purely volume-based model toward a value-driven approach, ProWein Zero serves as the premier international hub for discovering the innovations that will define the “Future of Wine.” For professionals looking to future-proof their businesses, this specialised zone offers the most comprehensive overview of the category that is currently redefining the global drinks landscape.