We continue with our report on this Prowein 2025, after the first part with the interesting point of view of two dear friends as well as wine professionals from the production sector. Talking to Nazareno Vicenzi of the Consorzio delle Venezie, we get the point of view of a wine professional who has worked for the consortium world for many years, and whom we have really known since the beginning of our agency.
He says the following about this Prowein 2025: ‘From a Consortium operator’s point of view, I have had the opportunity to observe and listen to companies of different sizes. I believe they all worked through well-scheduled appointments and even made some interesting, probably unexpected contacts. Despite a great deal of discussion on these topics, I perceived in the final stages that many of them, especially those in the Central-Eastern European market, will renew their presence, perhaps with a new outfit. On the Consorzi di Tutela side, an institutional presence aimed at providing support, also as a ‘point of synthesis’, to be able to meet companies on economic issues remains a service that was greatly appreciated at this edition as well.
Here is a link to a recent press conference by the Consorzio Delle Venezie itself, which talks about the future, strategy and collaboration.
An important comment then comes from Juri Pagani, Director of the Valtenesi Consortium, which was present at Prowein in a truly original guise, the result of a clever co-marketing operation.
‘”For the Consorzio Valtènesi it was a PROWEIN marked by novelties. For the first year we had a stand shared with the Comitee des Vins de Provence. A French-Italian union that created a lot of interest in our products.’ Says Juri Pagani, then continuing with a reflection on the fair itself, beyond the original choice of his consortium ‘A PROWEIN certainly with less participation, both from the point of view of exhibitors and visitors, but which nonetheless confirmed the strong interest of the German and North European market in Lake Garda wines. Our companies had many appointments and therefore emerged satisfied from an event that was considered in decline even before it took place. The public’s approach to large trade fairs is changing, people are increasingly looking for the tailor-made experience, and so even large fairs will have to be able to innovate. The question everyone is asking: will you still be at Prowein 2026? The Valtènesi consortium will repeat the partnership with our transalpine friends from Provence with some news… Top secret for now! “.
In our experience, this show is always important, especially for meeting operators from Northern, Eastern and Central Europe. Visiting a contact from New Zealand, Silvia Rama, who was working on the stand of the Consorzio Tutela Vino Custoza, saw a lot of movement in the pavilion dedicated to ‘New World’ wines, a somewhat misleading term since wine has been produced in South Africa and Australia for centuries. In his view, Prowein can only grow stronger as long as many wineries, producer associations and importers from these far-flung wine-growing regions choose Prowein as a meeting place for the European wine business.
After an internal discussion on cost aspects, we actually found a critical point in this topic. In a market where raw materials are also growing at double-digit rates (think paper and glass), budgets for promotion and marketing are being allocated more and more carefully. If, after all their hard work, producers were to see a ‘flight’ of buyers to other events (Vinitaly, Wine Paris), this fair would probably be penalised even more.
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