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ProWein 2026: A shift worth paying attention to | wine.co.za | SA News

I’ve just returned from the ProWein trade show in Düsseldorf, Germany.

This was my 18th time attending. I’ve seen the show at its busiest, its most energetic, and at a time when it genuinely felt like the centre of the wine world.

This year felt different.

Not dramatically, and not in a way that suggests ProWein no longer matters. But enough to notice that something is shifting.

After attending Wine Paris and Vinexpo last year, I was still unsure whether the industry was truly moving in a new direction. After ProWein 2026, I’m no longer unsure. My mind has changed.

After speaking with a number of South African producers, one theme came through clearly: for some, this may have been…

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