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Good Business for Austrian Wineries at ProWein 2014

Beginning next year, Halle 17 will be exclusively for Austria - Over the last decade, ProWein, in Düsseldorf, Germany, has developed into one of the most important wine fairs in the world. Together with the Austrian Economic Chambers, the Austrian Wine Marketing Board (AWMB) has been coordinating the participation at the fair of Austria's wineries and merchants, who have been exhibiting in Halle 7 for several years. The number of Austrian exhibitors has been increasing rapidly in recent years, reflecting the overall growth of ProWein itself. To accommodate this expansion, the fair's organisers will be transferring ProWein to larger halls at the fairground in 2015. And with this, Austria will have a new and, once again, exclusive exhibition hall - Halle 17.

This picture shows the Austrian trade fair hall, Copyright Messe Düsseldorf/Tillmann, ProWein 2014
© Trade Fair Düsseldorf/Tillmann, ProWein 2014

ProWein is the most important international fair for Austrian wineries

ProWein 2014, which took place in Düsseldorf from March 23rd to March 25th, once again brought  in a vast stream of visitors to the approximately 350 Austrian winemakers and merchants exhibiting in the Austria Halle 7. “For the majority of Austrian exhibitors, ProWein has become the most significant export fair where business is initiated, and not only for Germany,” says Katharina Papst, export manager at AWMB. “At the same time, ProWein has developed into the most important turntable for relevant merchants and importers.” A particularly popular meeting point in the Austria Halle was the AWMB lounge, the Austria Restaurant and the extensive roster of theme tastings at the AWMB stand.

ProWein 2015: Halle 17 exclusively for Austrian exhibitors

In 2015, ProWein will take place in larger halls – 9 to 17 – at Messe Düsseldorf, due to ever-increasing exhibitor interest. With these moves, Austria will once again have its own hall – Halle 17. “Halle 17 offers plenty of room for the individual exhibitors as well as the overall Austrian presence, AWMB. “At the same time, the hall offers exclusivity because we do not have to share it with another origin country. The Austrian way of life will be even more intensely noticeable and unique.”
With this, the Messe Düsseldorf will use Austria's major participation as a driving force for the stream of visitors following the change of halls. According to collected data from a questionnaire given by operators of Prowein 2013, every fourth visitor - of the 45, 000 visitor total - indicated interest in Austrian wines (multiple answers were possible).
Moreover, promotional design measures around the fairground during the fair will support attention for the new Austrian hall location. Also in the Austria Halle 17 will be a new stand design, cosy sitting areas and much more to ensure a pleasant visit to the fair.

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