ProWein 2026: A Year of Renewal and Reshaping — Exclusive Interview with Director Frank Schindler

(Frank Schindler, Director of ProWein/ProSpirits/ProWine World)

As the global wine and spirits industry looks to 2026, all eyes are on ProWein Düsseldorf, the sector's premier trade fair. Scheduled for March 15-17, 2026, in Düsseldorf, Germany, the flagship fair is poised to welcome over 40,000 trade professionals from 120+ countries and more than 4,000 exhibitors from 60+ nations across 7 exhibition halls. A standout feature will be the newly independent ProSpirits zone, claiming two full halls for the world of spirits.

2026 heralds a comprehensive renewal for ProWein: a new logo and visual identity, an elevated positioning, the independent ProSpirits platform, and a suite of innovative solutions—including the Agora Stage, the I2A (Insight-to-Action) Framework, a Buyer Concierge Team, and a Live Fair Match Arena. Steering this new chapter is Frank Schindler, who assumed the role of Director of ProWein in October 2025.

Frank Schindler brings 25 years of deep industry expertise, a strategic global vision, and an extensive international network. His distinguished career includes leadership roles at the historic Austrian wine estate Esterházy and the professional German wine trading company VINUM Weinhandel GmbH. He holds a Master's degree in International Wine Marketing and the Austria-certified Weinakademiker diploma—a qualification obtained after passing the WSET Level 4 at the Austrian Wine Academy.

A unique blend of academic rigor and executive acumen, Schindler combines analytical depth with palpable passion and approachability. In his new role, he oversees the global project management, strategic positioning, and worldwide marketing for all ProWein fairs and its six associated wine and spirits exhibitions across Asia and South America.

Aileen Lee, Managing Director at VinosVivo Wine Media sat down with Frank Schindler for an exclusive, in-depth interview in Shanghai, on the sidelines of ProWein's Chinese flagship fair, ProWine Shanghai. The full conversation is below.

(Aileen Lee, interviewing Frank Schindler )

01

VinosVivo: Congratulations on your appointment, Mr. Schindler. Moving from an 'industry operator' to a 'platform architect,' what are your key insights into the sector's current pain points? How have these insights fundamentally reshaped ProWein's strategy and its new 'Shape, Create, Elevate' positioning?

Schindler: Thank you very much! I'm truly delighted to be able to continue along the path I've taken at ProWein.

With 25 years of industry experience as a producer, buyer, distributor, and organizer, l've visited many wine fairs around the world and gained a solid understanding of the current issues across the entire value chain.

We are currently in the midst of a profound transformation affecting production, marketing, and sales alike. Extreme weather events, declining water availability, and rising average temperatures require new approaches in vineyard management. Changing consumption habits and consumer expectations have led to new product categories and styles. Successful customer engagement today must be highly targeted due to strong market segmentation. And digital processes are increasingly reshaping sales work. In addition, falling demand for various reasons-combined with stable production volumes-has created an imbalance in the industry.

ProWein has always seen itself as part of the industry and has often successfully provided early space for new movements to grow. However, given the changing conditions, a new approach is now needed. We are currently seeing a shift from an exhibitor-focused fair toward a buyer-focused one. As organizers, we have always placed great emphasis on visitor quality and on professional, reliable operations. This will remain the case, as these are our core values. At the same time, because we feel a strong responsibility toward our exhibitors, we will increasingly work to ensure the right balance between supply and demand-at least at the trade fair level. We also view it as our task to continue giving future-oriented topics, education, research, and trends an appropriate stage. And with the new Agora Stage, we now have a high-reach platform that allows us to present the most important issues of the industry far beyond its own boundaries.

Consequently, we have elevated ProWein's positioning to "Shape, Create, Elevate" , aiming to tackle current market challenges and actively shape the industry’s transformation.

This translates into concrete actions. We've established a Buyer Concierge Team, a significant investment to provide tailor-made solutions to international top-buyers, initially focusing on key regions like North America, Eastern Europe, and Scandinavia. To improve accessibility, we'll offer daily complimentary shuttle buses from key locations in Germany, Belgium and the Netherland within a 350 km radius of Düsseldorf.

We're also enhancing our matchmaking. The Live Fair Match Arena in 2026 will be a dynamic hub in the heart of the fair, facilitating efficient connections. Beyond that, we're introducing the I2A (Insight-to-Action) Framework. This data-driven initiative translates deep market research into actionable strategies, ensuring our events are precisely calibrated to industry needs, creating a more productive and enhanced experience for all.

Finally, we believe the business of wine and spirits should also be engaging. The evolved ProWein City Vibe program—a series of sophisticated evening events before and during the ProWein Düsseldorf—offers networking in a more relaxed, immersive, and festive atmosphere, such as the NOIR, a stylish evening featuring French-inspired flair and contemporary bar culture, the “Love at First Sip” romantic speed-dating event, and the “GET DRESSED UP! ”event that requires visitors to dress up boldly. 

02

VinosVivo: Which emerging trends do you believe will be most impactful in the next five years, and how is ProWein curating its platforms to help the trade seize the opportunities presented by these trends?

Schindler: We are currently experiencing a phase of exceptional dynamism, and the trends of recent years are now beginning to unfold their full impact. In particular, those trends that hold real relevance for exhibitors and buyers will prevail. In the wine sector, I see sustainability at the forefront - even though the term has unfortunately often been misused as a marketing buzzword. What I mean are regenerative viticulture, biodynamics, organic practices, and so on - continued through low-intervention winemaking and the use of lightweight packaging.

In the spirits sector, I see the development of the no-alcohol category as a major driver, especially since 0.0% products genuinely expand the target group. ProWein reflects these trends with dedicated tasting zones such as ProWein Zero, masterclasses, hubs, and various guided tastings.

There is also geographic potential for positive developments. Countries with increasing purchasing power are especially eager for new sensory experiences and are inspired by the diversity of the wine and spirits world. Asia, South America, Eastern Europe, and - with a slightly longer time horizon - Africa are among these markets. ProWein's international orientation and its clear focus on trade visitors form an important pillar for opening these markets in a positive way. Through events such as masterclasses, talks, and educational offerings, ProWein also fosters knowledge and interest in high-quality products. Frequently, ProWein serves as the first point of contact for local training opportunities and thus acts as an incubator.

03

VinosVivo: ProSpirits occupying two halls is a major statement. How will this elevated platform specifically aid a category like Chinese Baijiu in gaining global understanding? What is your first-step advice for Chinese Baijiu brands looking at ProSpirits for their international marketing?

Schindler: Spirits have been part of ProWein from the very beginning. The fact that, for the first time, we have brought together two entire halls under the ProSpirits umbrella is nonetheless a powerful signal. It highlights that the global spirits world is expanding and that even categories with significant cultural weight - such as Chinese Baijiu - require a larger stage in order to gain international visibility.

It is important not to present Baijiu in isolation, but in direct comparison and dialogue with other top spirits of the world. The industry's curiosity is definitely there. Targeted tastings and production insights can further increase understanding and acceptance. In addition,

ProSpirits helps producers find the right importer and distributor — tailored to their respective target markets.

My concrete advice for Bajiu producers showcasing at ProSpirits: demonstrate the craftsmanship and tradition — the unique fermentation, the aging in earthenware jars - through videos, brochures, and masterclasses. Present the four main styles and how they pair with regional cuisines. Develop suitable, modern cocktails, and — like any other premium spirit — Baijiu should use its own high-quality glassware so that it is recognized in bars around the world. Appropriate glass manufacturers are represented at ProWein, and we are happy to facilitate direct contact.

04

VinosVivo Wine Media: What role will key markets like China play in ProWein's global ecosystem? For Chinese wine aspiring to international success, what is your paramount advice?

Schindler: ProWein, as an international platform, is present in all major growth markets for wine and spirits. China therefore plays a significant role for the ProWein family - both as an exhibiting nation and as a buying nation. We are very proud that ProWine Shanghai offers one of the most important platforms in Asia for international producers and buyers, while also giving China the opportunity to present itself to the world with a broad range of domestic products.

In my view, there are very few products that achieve global fame without having strong roots in their home country. For spirits such as Baijiu, this is already the case; for wine, a stronger identity is still needed - I would even say a certain national pride in domestic production. It is important to develop a distinct stylistic identity, and not only in the premium segment but also at entry level in order to appeal to a broad target group. The expertise and the necessary conditions are already in place — and certainly the courage as well. That is why I am very much looking forward to seeing how things continue to develop.

05

VinosVivo: Looking ahead, what unique, irreplaceable value will ProWein deliver to its global community from 2026 onward? What do you want the ProWein name to symbolize?

Schindler: Our new positioning, "Shape, Create, Elevate," captures exactly what ProWein aims to achieve in the future: we don't just want to provide a stage - we want to play an even more active role in shaping the global industry. At the same time, the new motto is a call to the entire sector: to actively shape the future, drive innovation, and generate business. To support this, we provide ideal conditions - networks, programs, and tools — embedded within a global structure stretching from Düsseldorf to Shanghai. This is a unique added value that only ProWein can offer.

With the new Agora Stage, we give the industry greater visibility in a global context, which is especially invaluable when it comes to regulatory issues. As a platform, ProWein provides orientation, opens markets, and actively helps shape the future of the wine and spirits world.

In short: we are the professional home of the global industry - the place where the future is created, worldwide.