A new format, a new balance

ProWein: less is more. ProWein 2026 marks a clear shift toward a more compact and selective format. While the scale has been reduced, the overall quality has increased significantly. As a result, participants have more time for meetings, greater space for dialogue and stronger opportunities to build meaningful relationships.

Compared to previous editions, the fair now feels closer to an international “wine salon” than a traditional trade show. In particular, there is less rush and less dispersion; consequently, meetings are fewer but far more focused. Buyers are present—especially from Northern Europe—with a strong German core and solid attendance from markets such as Poland and the UK.

However, extra-continental presence appears more limited, with fewer visitors from Asia and the United States. Nevertheless, expectations were already lower; therefore, the overall sentiment remains positive, as those who attended were able to work more effectively.

The growing role of communication

In this evolving context, communication plays a more strategic role than ever before. Indeed, it is no longer just a support function; rather, it becomes a central driver of success. For instance, in a more intimate setting, each meeting gains importance, conversations become deeper and every element of a brand story carries greater weight.

Moreover, effective communication enables brands to stand out in a less crowded yet more competitive environment. Simply being present is no longer sufficient; instead, companies must arrive prepared, with clear, consistent and recognizable messaging. As a result, this approach helps build relationships, convey identity and make each tasting truly memorable.

A strategic lever in uncertain times

In a global scenario shaped by economic uncertainty and geopolitical tensions, many companies tend to reduce investments. However, this approach can be counterproductive. On the contrary, precisely in such moments, communication becomes essential.

For example, by maintaining visibility, reinforcing brand identity and staying active in international markets, companies can strengthen their positioning. Therefore, investing in communication today means protecting and enhancing long-term value.

Standing out at ProWein

At ProWein 2026, one key insight emerges clearly: those who can tell their story effectively stand out. Firstly, buyers are increasingly looking for authenticity, vision and consistency. In addition, they want to understand what makes a wine unique and why it matters.

To meet these expectations, communication must rely on targeted content and an international mindset. This is exactly where Zedcomm adds value; indeed, the agency develops tailored strategies with a strong global focus and supports wineries before, during and after the fair. Therefore, participation in ProWein becomes a concrete growth opportunity.

Conclusion

Finally, effective communication works when it is strategic, consistent and internationally oriented; therefore, today more than ever, it is what truly makes the difference.

An afternoon dedicated to the exquisite pairing of wine and chocolate energized Milan during the second edition of the collaboration between the Consorzio Tutela Vini d’Acqui and Master Chocolatier Ernst Knam. This exclusive event brought together journalists and industry professionals to present a contemporary take on the ultimate Italian romantic wine: Brachetto d’Acqui DOCG. Guiding guests on this sensory journey was sommelier and digital storyteller Adua Villa. She led the tasting, highlighting the remarkable versatility of Brachetto and Acqui Rosé DOCG, showcasing their growing role as protagonists in convivial moments that extend far beyond dessert pairings. Following an address by Consortium President Paolo Ricagno, who shared key data and growth prospects for the denomination, the narrative deepened with a technical tasting of the different wine types. This session was designed to offer guests a complete and modern understanding of this illustrious Piedmontese grape variety. The undisputed highlight of the day was the live show cooking with Ernst Knam. The Maître Chocolatier previewed the new pralines born from this collaboration: the Cioccolatino Rosso (Red Chocolate) , crafted specifically for Brachetto d’Acqui DOCG, and the Cioccolatino Rosa (Pink Chocolate) , designed to enhance the Acqui Rosé DOCG Brut. During the demonstration, Knam shared his creative process and the meticulous research involved in balancing aromatics, structure, and texture. The event concluded with an unexpected “Sabaudian Aperitif,” featuring Roccaverano DOP cheese and the traditional cugnà (fruit mostarda) made with Brachetto d’Acqui, once again demonstrating the surprising versatility of this celebrated wine. This project masterfully combined compelling content, immersive experience, and strategic media relations, confirming the power of an authentic and engaging approach to storytelling for regional territories and their excellence.