ProWein 2025: An increasingly selective approach to internationalization

From March 16 to 18, the Consorzio Vini del Trentino participated with a structured presence at ProWein 2025, one of the main global trade fairs dedicated to the wine sector. With an exhibition area of 368 square meters and the participation of 10 selected companies , the Consortium focused on a strategy aimed at enhancing the Trentino wine identity and strengthening its presence on international markets.

The event saw the active participation of the Trentodoc Institute stand, with a dedicated wine service for wines from companies adhering to the collective brand.

Participation in the fair was made possible thanks to the support of Trentino Marketing and the Autonomous Province of Trento, which assisted the Consortium in organizing the trip and in the operational management of the stand.

An edition of changes and new perspectives

ProWein 2025 has seen a significant decline in the number of Italian exhibitors, down from around 1,400 to just over 800. A trend dictated by the growing competitiveness of Wine Paris, which is establishing itself as the new global reference for the wine sector. This dynamic has led ProWein to redefine its role, focusing increasingly on the markets of Central and Eastern Europe , with a marked presence of buyers from Scandinavian countries.

Despite this evolution, the event confirmed its strategic value, offering networking opportunities with selected and highly profiled operators. The lower presence of exhibitors made business meetings more effective, with a greater level of depth in the contacts initiated.

The German Market Challenge: Between Recession and Positioning

One of the central themes that emerged at ProWein was the current slowdown in the German market. Germany, the third largest wine import market in the world with a value of around 1.4 billion euros, saw a contraction of 4.2% in volume and 8.4% in value in 2024. Italy, while maintaining its leadership among wine exporting countries in

Germany (675 million euros in 2024), suffered a decline of 6% in volume and 8% in value.

These data highlight a complex situation, influenced by the economic recession that is affecting the purchasing power of German consumers. For the Italian wine sector, and in particular for the Trentino denominations, it becomes crucial to adopt targeted strategies to maintain and strengthen their positioning in a market that remains of strategic importance for the future.

Support for member companies: sustainable and targeted export

The analysis of the fair and market trends highlights the need for an increasingly selective approach to internationalization. The Consorzio Vini del Trentino will continue its work to understand the real development potential of its denominations on foreign markets , carefully evaluating the resources and investments needed to ensure sustainable and long-lasting exports.

In this scenario, the Consortium reaffirms its commitment to supporting Trentino companies in the internationalization process, providing analysis tools, support and visibility in the most important trade fair contexts. The objective remains clear: to enhance the Trentino winemaking heritage, combining tradition, sustainability and innovation, to successfully face the challenges of the global market.