ProWein Düsseldorf has long served as a cornerstone event for NexTerra’s Global Sourcing Program. Each year offers a fresh opportunity to assess market trends, reconnect with colleagues, taste through new vintages, and move forward with our active project pipeline. With roughly four weeks between Wine Paris and ProWein, the timing is ideal for refining technical specifications and progressing customer projects.
March 2025 brought unseasonably sunny skies to Düsseldorf, along with a notable shift in show dynamics. While overall attendance was lighter than previous years, those who were present this year had a clear direction on how they were spending their time. ProWein is seeing an evolution of exhibitors based on the timing of the show and the logistics of accessing Dusseldorf. Fewer French and Italian suppliers were present, replaced by Central and Eastern European counties such as Croatia, Greece, Georgia, Moldova, etc. who have not typically had direct, pointed access to buyers from the West.
We also saw continued growth in beverage categories such as spirits, low & no-alcohol alternatives, and inventive hybrids like agave-Chardonnay blends or rare Nordic berry wines. These categories reflect a broader shift in consumer behavior: curiosity, experimentation, and a desire for products that align with personal identity.
The retail beverage sector is rapidly expanding as evolving consumer habits diversify across generations. Today’s end consumer is willing to pay more for a story, a connection to the source, and a brand that aligns with their lifestyle.
This is where NexTerra thrives. We collaborate closely with customers to develop products that align with their market and end consumer—from varietal and format to story and shelf presence. Whether launching a private label or expanding a category, our capabilities bring smart, differentiated offerings to life.
Contact us to get started with your private label or white label wine program.
All Photography: © Messe Düsseldorf / ctillmann