Interview: Frank Schindler on shaping the future of ProWein Düsseldorf
Ahead of ProWein Düsseldorf, we caught up with newly appointed director Frank Schindler to hear his perspective on the fair’s future, the challenges facing the global drinks industry and what visitors can expect this year.
Schindler brings a wealth of experience to the role. He previously served as Managing Director at Esterházy Winery in Austria’s Burgenland and at Vinum Weinhandel GmbH in South Tyrol. He also holds formal training from the Wine & Spirit Education Trust and a Master’s degree in International Wine Marketing.
You joined ProWein at a pivotal moment for the drinks industry. What has surprised you most about the role?
Stepping into this role has been both energising and deeply humbling. I have attended ProWein for more than 25 years in very different capacities — as a producer, importer and distributor — but leading the fair brings a completely new perspective. What surprised me most is the sheer breadth of responsibility. ProWein is not simply an event; it is a central meeting point and, in many ways, a compass for a global industry that is currently undergoing profound change.
Climate challenges, geopolitical uncertainty and shifting consumer behaviour are not abstract topics. They directly affect the daily business of our exhibitors and visitors. I see it as our responsibility not only to reflect these developments but to actively provide orientation. That is why we are consistently evolving ProWein from a three-day trade fair into a year-round platform for exchange, innovation and sustainable business. It is a demanding task, but also a unique opportunity to help shape the future of our industry.
How do you shape the programme for ProWein Düsseldorf each year?
The starting point is always the same question: what does the industry truly need right now? Our objective is to create an environment that delivers tangible commercial value while also offering strategic orientation. The drinks sector is in the middle of a structural transformation, so we must provide more than exhibition space — we must offer context, clarity and inspiration.
This year’s guiding principle, Cultivate the visionary in you, reflects exactly that mindset. We want to encourage exhibitors and visitors to question established models and to explore new approaches with courage and responsibility. Formats such as ProSpirits, ProWein Zero, Sparkling Visions and Organic Visions are not isolated showcases; they are carefully curated platforms that respond directly to market developments. With the ProWein Agora, we have created what I consider the intellectual and emotional centre of the fair. Here, international speakers discuss growth strategies, the health debate, sustainability and innovation. Our aim is to elevate the conversation and to provide impulses that extend far beyond the exhibition halls. All sessions will be professionally recorded and made available afterwards for those who are unable to attend during the fair.
What can exhibitors and visitors expect from this year’s fair, and what are you personally most excited about?
Visitors and exhibitors can expect a clearer, more focused and more efficient ProWein. We have introduced a simplified hall concept with a transparent country structure, which reduces walking distances significantly while maintaining the same exhibitor space. In combination with our enhanced matchmaking tools and the new I2A (Insights-to-Action) framework, the trade fair journey becomes more structured and productive, before, during and after the event.
Content-wise, ProWein 2026 is sharper and more experiential than ever. ProSpirits is consolidated into two dedicated halls, underlining the growing importance of the segment. ProWein Zero demonstrates how mature and differentiated the no- and low-alcohol category has become. Sparkling Visions highlights the dynamic sparkling wine segment, while Organic Visions places sustainable cultivation firmly at the centre of the international offering. ProWein City Vibes extends the fair into Düsseldorf’s city centre, strengthening exchange between producers, professionals and the wider public.
I am particularly excited about the ProWein Agora. For me, it symbolises our ambition to move beyond transactions and create genuine dialogue about the future of the industry.
In three words, how would you describe ProWein Düsseldorf?
Demand-oriented. Connected. Future-ready.
Sustainability remains high on the industry agenda. How will this be reflected across the show?
Sustainability today is both a moral responsibility and an economic necessity. At ProWein Düsseldorf 2026, it is not treated as a niche topic but integrated throughout the entire fair. With Organic Visions, we offer a dedicated focal point for certified wines, complemented by tastings and knowledge formats. At the same time, sustainable practices are visible across all halls and regions.
Beyond cultivation methods, we also address sustainability in a broader sense — including climate adaptation, responsible innovation and long-term economic viability. For me, sustainability must always balance ecological awareness with practical feasibility. ProWein provides the space for exactly these nuanced discussions.
Which other global drinks trends are you watching most closely?
We are still at a relatively early stage of a comprehensive transformation process within the drinks industry. One of the most visible developments is the structural growth of the no- and low-alcohol segment. This is no longer a short-term trend but a category that is gaining stylistic independence and technical sophistication. At the same time, we see a clear stylistic shift in many wine regions toward lower alcohol levels and softer tannin structures, often designed to create a more accessible first encounter for younger target groups. Moreover, climate change is another decisive factor. Viticulture is expanding into cooler and previously unconventional regions, which is reshaping the global wine map.
What are the biggest challenges currently facing bar and drinks professionals, and how can ProWein help operators navigate them?
Bar and drinks professionals are operating under considerable pressure. Rising costs, tighter margins and evolving consumer expectations require constant adaptation. At the same time, public debate around alcohol and health demands greater transparency and sensitivity in communication.
ProWein supports operators by combining efficiency with inspiration. Our digital matchmaking tools and improved hall layout help professionals use their time effectively. Curated formats such as ProSpirits and ProWein Zero provide immediate insight into emerging categories and concepts. Through the Agora programme, we also address strategic topics such as future growth at the point of sale and the societal debate surrounding alcohol. Our ambition is to provide not only products but also frameworks that help professionals make confident, forward-looking decisions.
ProWein Düsseldorf takes place from 15-17 March 2026. Tickets are available here.
