Wine and spirits trade fair ProWein will implement stringent safety measures ahead of its 2021 event and plans to launch a campaign to attract younger visitors.
Last week, ProWein organiser Messe Düsseldorf announced next year’s show would be a five-day event to guarantee safety requirements. The 2021 fair will now be held from Friday 19 March to Tuesday 23 March at the Messe Düsseldorf exhibition centre.
According to Bastian Mingers, director wine and spirits at Messe Düsseldorf, the show will also take steps to “manage visitor flows” to ensure a safe event without altering the hall layout and space allocations for exhibitors.
Mingers said: “Alongside many other precautions, only a determined number of people are allowed in the exhibition halls each day; this is the only way to ensure the required social distancing measures are met.
“Managing visitor flows – meaning limiting the number of people at the exhibition centre and inside the individual halls in concrete terms – is indispensable for compliance with hygiene rules. Visitors and exhibitors will have to wear face masks covering their nose and mouth and strictly adhere to hand hygiene.
“By extending to five days while also limiting attendance to 10,000 visitors a day, the hall layouts/space allocation will not need changing, which means exhibitors will keep their stand locations from 2020. They will not need to reduce or enlarge their stand size. However, stand construction must be adapted to meet Covid-19 conditions.”
Ahead of the 2021 event, ProWein also plans to “modernise” the image of the trade show with a campaign planned for October.
Mingers said: “We plan to modernise the image of ProWein in line with the zeitgeist of the wine and spirits industry: open-minded, curious, dynamic, colourful – and yet always conscious of its origin and roots.”
Mingers added the campaign will launched with “several activities specifically designed to address younger target groups of visitors from trending food service or the bar community”.
Organisers also plan to improve the trade fair’s digital format ahead of the 2021 show.
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