As far as the wine events business is concerned the 2020 glasses were not just half full – they were smashed to smithereens.
With view of coming year the outlook isn’t that bright either: The organisers of ProWein just officially announced that the March 2021 edition (initially labeled as the postponed 2020 event) is being cancelled, too, amidst Covid-19 concerns and legal restrictions.
According to the organisers the timing of the decision played a crucial role: “Exhibitors can now focus on the next ProWein dates and gear preparations accordingly. With this move we are ensuring the planning security so indispensable to successful business.” In line with this long-term strategy the 2022 ProWein dates have already been scheduled – for 27 to 29 March 2022.
Given ProWein in Düsseldorf is undisputedly the biggest wine trade fair in the world, and given that the brand has been successfully spinning off events all over Asia one can expect the show will be coming back strong in 2022. But one can’t help wonder whether by then many exhibitors will have shifted their budgets for marketing and sales activities to different channels.
As a former exhibition manager I do strongly believe that live events have their place in the wine business… and I do hope ProWeine makes a good back. But shifts like these open up opportunities for different events, maybe smaller, maybe more targeted, maybe in cities that are easier to access.
For the time being we’d be happy wine events (and our wine tours) would be back at all – in any form or shape.