The main objective of this gathering, held in Düsseldorf, Germany, was to allow wineries to open their doors to new markets and engage in business with key clients involved in the international wine trade.
According to the organizers, the fair succeeded in instilling optimism in a currently stagnant market. ProWein, celebrating its 30th anniversary, welcomed around 47,000 trade visitors and 5,400 exhibitors from 65 countries.
Regarding Argentine wineries.
A notable feature was their significant presence, particularly from the province of Mendoza.
In this edition of ProWein, Argentina ranked among the top 10 in terms of the number of participating firms.
The Argentine pavilion was bustling and vibrant, with many wineries showcasing their products and a clear interest from buyers in Argentine wines. Some observers labeled it as one of the busiest pavilions at the fair.
However, some Argentine wineries noted negatives such as the limited presence of clients from Latin America and Asia, as well as the absence of major importers from the United States, according to interviews conducted.
In the realm of bulk wine,
The global market continues to strengthen. José Bartolucci, president of the Argentine Chamber of Bulk Wines, highlighted the business conducted at this 30th edition of the fair, though he also mentioned a decrease in the number of participating companies.
Bartolucci stated, “ProWein 2024 was a great fair... We were visited by companies from many countries with a strong interest in Argentine wines, recognized for their quality… Although it was a significant effort to be present, we believe that this year will yield good business.”
The resurgence in bulk wine exports is particularly important, especially for the province of Mendoza, which experienced a 30% decline compared to the previous year.
In terms of trends: Sustainability.
Emerges as a major theme in the market.
For the first time, the International Wineries for Climate Action (IWCA) was present, an initiative that brings together about 50 wine producers and 139 vine growers from around the world with the aim of reducing carbon emissions and establishing global standards for decarbonization. (Visit: iwcawine.org).
Additionally, for the second consecutive year, the Sustainable Wine Roundtable (SWR) was presented, aiming to develop joint measures in areas such as vineyard chemical management, labor standards, packaging, carbon-neutral logistics, and international standards. (Visit: swroundtable.org).
Another significant presence in this trend was “PiWis – Vines for the Future”, whose central idea is to revolutionize the world of wine by promoting the use of sustainable or fungus-resistant grape varieties, inspiring sustainability throughout the production chain. (Visit: piwi-international.org).
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Fuentes: losandes.com.ar – prowein.es – messedusseldorf.es
Lost Valley Argentina 2024 * March – April