Why we swapped ProWein for Wine Paris
For the last ten years, February-March has meant Düsseldorf.
ProWein was the calendar fixture, our big one, the European wine industry's annual pilgrimage. Three days of handshakes, pours, hotel espresso and German beer. We went every year. We learned a lot, made long-term partners and friends.
This year, we went to Paris instead.
The context
Wine Paris isn't new. It was launched as Vinexpo Paris around 2013, rebranded to Wine Paris in 2019, and has been growing every year since. For a long time, it played second fiddle to ProWein. That's changed.
Wine Paris now pulls tens of thousands of visitors and thousands of exhibitors from more than 50 countries. It's grown year on year. Major producers from France, Spain, Italy, and, increasingly, the New World have been making the switch, or splitting their presence between Paris and Düsseldorf.
ProWein has been reshaping too. Exhibitor numbers have shifted. Some long-time regulars have either stopped attending or scaled back. Nothing against Düsseldorf, it's still a great show, but the balance of gravity in the European wine trade has moved.
This year, we followed it.
Why
Three reasons.
1. The audience. Wine Paris in February pulls sommeliers, importers, hospitality buyers and distributors from all over, not just Europe but further afield too. A dense, engaged crowd. Paris is also just more accessible than Düsseldorf for our key markets: France, the Netherlands, Belgium, UK. More time with the right people in fewer days.
2. The format. Wine Paris runs alongside Vinexposium and has a less-siloed feel. Wine, spirits, trade and media all in one building.
3. The timing. February is earlier in the calendar than March. Getting face-time with buyers before their spring ordering cycles is worth something. And we are back home in time for harvest.
What happened
We poured the full range to trade across three days. Old friends, new handshakes, and bottles passed across the table. Tim travelled alongside Jarrod this year, a chance to meet some of our latest partners for him, and Paris. Too hard to pass.
Highlights:
- Peter Edwards, chef at Southern Cross Restaurant in the Netherlands, came to the stand. Top bloke. That conversation turned into a full winemakers' dinners in Heemstede a few weeks later, where the 2025 Estate Blush Sauvignon officially landed.
- Reconnected with our Dutch team at Delta Wines and DGS Wijn, home away from home.
- Denmark. It's amazing to see how far we've made it there in a few years, kudos to our great partners at We Will Wine.
What we learned
- Wine Paris has momentum. The floor is busy, the buyers are engaged, and the vibe is closer to "let's do business" than "let's network."
- The Landmark range travels. Buyers from different markets are more open to aromatics and alternative varietals than sometimes assumed at home.
- ProWein's not dead, it's just no longer the only game. Different shows serve different purposes. Paris in February and Düsseldorf in March aren't mutually exclusive. Jarrod did both. But if you have to pick one, the answer has shifted.
What's next
We'll be back. Paris in February, the Netherlands in spring, UK and Germany later in the year. If you want to meet us in market, or book us for a dinner, tasting or staff training, drop us a line: trade@mistycovewines.com.