Around 90 wineries were represented in 2016 at the South Africa booth at ProWein Düsseldorf –the biggest International Fair for Wine and Spirit in Europe which took place, from 13.–15th of March. The WOSA presence in Hall 9 included also a tasting area with 12 exciting themes to discovering insight into the latest trends and the unique characteristics of the South African wine industry. To say it right off: the tasting zone where fair visitors can easily and efficiently taste and getting an overview has become an attractive “hot spot” not to be missed for many visitors. It was unbelievably packed all day. Surprisingly enjoyed this year was the blind tasting: "Trust your taste buds” offering 12 wines. It’s been exciting to see how the professionals discussed about the wines and how they tasted the wines again and again. The main aim of the WOSA tasting zone is to profile South Africa as a dynamic and high quality wine country with its unique selling points. 

 

Every year it remains a challenge when you are confronted with the enormous choice and competition amongst the international wine offerings. Around 6,200 exhibitors from around the world present their wines, during the three-day trade fair in Düsseldorf. Countries such as Italy, France, Spain, Germany and Austria take up almost an entire hall – even Portugal, with 300 exhibitors, is an increasingly player from a point of interest. Because it is still something new to discover, it’s got an extraordinary variety of indigenous grape varieties and an emerging wine tourism makes this European newcomer attractive especially for German retailers. 

 

The importance of ProWein Dusseldorf as an international trading platform is constantly increasing. Around 55,000 trade visitors were registered for the exhibition. That's about 6 percent more than last year. The trade visitors come from around 126 countries, and 70 percent have proven wholesale and procurement expertise. More obvious than ever, was that almost no one can expect to attend ProWein unprepared. Neither exhibitors, who must invite their contacts and should firmly book their appointments beforehand. Or visitors, who in the run-up to the event create their list of exhibitors and activities to attend. The digital WOSA-Catalogue, winelink.co.za, which allows visitors to see our wines, is a valuable aid prior to the fair. During the show itself, it only helps a little: as access to wireless internet is available neither from the fair nor from local mobile networks. There is certainly a need for improvement here. But who knows if it really would be good to always be online. For the exhibitors the temptation to constantly look at the digital display is far too great. And it is still necessary to pay attention and give a friendly smile to the visitors strolling past. Which still remains the best strategy for attracting new customers. 

 

A very warm welcome was truly given by the South Africans at ProWein 2016. The colourful booth, the new attractive banners and the natural warmth of our exhibitors, have all contributed to the radiance of our trade fair presentation. As a reward, and to wind down, there was refreshing beer, an insightful comparative tasting with Gruener Veltliner – maybe the next new thing for South Africa, German sausage and fresh pretzels. The success of South Africa at ProWein is always a joint effort, and we would also like to thank Messe Dusseldorf, DHL, all exhibitors and all representatives of Wines of South Africa from South Africa, The Netherlands and Sweden. And we would be happy to see our colleagues from the USA, Canada and Asia visiting in the coming year - nations from which visitors come increasingly to Dusseldorf. Anyone who wishes to exhibit at ProWein will have to register early, as exhibition space is limited and sought after: ProWein 2017, 19-21 April 2017

 

Petra Mayer, WOSA Market Manager Germany 

 

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