ProWein 2015: Austrian success in the new hall 17

“ProWein is the most important wine fair in Europe and the world. This applies not least to the Austrian wine industry”, says Willi Klinger, AWMB Managing Director. “Given the new hall constellation with the relocation from hall 7 to 17, we took the opportunity to adapt the presentation and have developed a completely new exhibition concept in design, routing and catering. I can safely say that the concept worked. Our winemakers had many positive contacts from our key export markets in Germany, USA and Benelux, along with promising discussions with trade buyers from China and Eastern Europe”.

For Katharina Papst, AWMB manager for the ProWein fair and Export Manager for Germany and Switzerland, the show was successful. “The new hall provides us with a number of benefits, especially the higher ceiling, which improved the air temperature and quality tremendously. There was also more of a ‘class than mass’ flair amongst the visitors. This creates a more qualified and more professional impression for the winery, and it is possible to concentrate more specifically onto individual visitors, who specifically come to taste Austrian wine. The design of the booths transmit a peaceful atmosphere in our hall; we have created a feeling of “arrive and reviv” throughout the new booth design, and this is an emotion that many visitors might relate to their holiday memories in Austria”.

A magnet in the new Austrian hall 17 was, in addition to the winemakers and the comprehensive tastings held at the Austrian Wine centre, the pop-up Austrian wine tavern “A-Schmankerl” run by Gruber’s Restaurant from Cologne.