What We Learned at Prowein 2017 (Or, putting in some miles at the U.N. of Wine)

Dusseldorf hosts the world’s largest wine party each year, with 6,500 producers pouring for 58k+ wine and spirits buyers. We attended the event again this year, and Jeremy Benson and our Lyon colleague, Mathilde Chevalier, shared a few observations.

  • “Millennial Industry.” Richard Halstead, COO of Wine Intelligence, used this term to describe the frequent misuse of data by companies (inside and outside the wine industry) to support self-serving hypotheses about its influence. His presentation managed to simultaneously burst bubbles and lend real insight, pointing out behaviors that are very common across generations.
  • Putting in the miles: It’s hard to capture the scale of this event. Here are two fun facts. Buyers represented 130 out of the world’s 193 nations. And over the main two days of the event, we logged 16 miles walking. (Thank you, Fitbit!)
  • Ok, but what was different this year? Well, not much, frankly. The format, timing, and even the booth designs and placements in the halls were largely the same, which struck us as odd. Industry events need to evolve and adapt.
  • The Japanese food in Dusseldorf is superb. From complex to simple, we had a terrific dinner at fancy Nagomi with our friends from CIVL, and then delicious noodle bowls at a counter the next night. Dusseldorf has the third largest Japanese community in Europe (Wikipedia)
  • Tweets not a plenty. For an event of this size, the low Twitter activity was surprising, but we managed to capture a good shot of Stacey Dolan Capitani educating the world about Napa Valley wines.
  • Blue Wine: not a thing.

Bring your comfortable shoes to Prowein 2018, March 18-20, again in Dusseldorf.