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ProWein 2027 will introduce Discovery Zone, a new exhibition concept designed to showcase emerging wineries and fresh voices in the international wine sector. Applications are now open for producers who have never exhibited at ProWein and wish to present their wines, innovative ideas and distinctive winemaking approaches to an international professional audience.
Discovery Zone will serve as a dedicated platform where buyers, sommeliers, wine merchants, importers and media representatives can discover promising producers, explore new wine styles and identify the trends shaping the future of the industry. Featured themes will include Orange wines, regenerative viticulture, wineries founded by professionals from outside the traditional wine business, and wines produced from PiWi grape varieties.
Unlike the traditional exhibition layout, Discovery Zone will offer an open tasting and networking environment instead of individual exhibition stands. The emphasis is on direct interaction, allowing each participating winery to showcase a carefully selected portfolio of up to four wines while engaging in personal conversations with international trade visitors.
Applications Now Open
Participation in Discovery Zone is limited. Once the application period closes, ProWein, together with industry experts and partner organisations, will evaluate all submissions. The selection process will focus not on the size or reputation of a winery, but on how well it reflects the spirit of Discovery Zone and its ability to contribute new ideas and perspectives to the global wine community.
Only wineries making their ProWein debut are eligible to participate. Applicants must be represented by the winemaker throughout the entire exhibition and may present a maximum of four wines.
The participation fee is €2,000 and includes a fully equipped exhibition space with personalised branding, furniture, organisational support, a range of exhibitor services, and a basic listing in the official exhibitor and product database, including the standard media package.
Applications are currently open. Full participation guidelines and the application form are available on the official ProWein website.
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Source: prowein.com
Photo: prowein.com
