Madeira Wine will be promoted at the renowned ProWein Dusseldorf Fair in Germany, to be held between 16 and 18 March, through a concerted action between five Madeira Wine producing companies and the Madeira Wine, Embroidery and Crafts Institute (IVBAM).

Madeira Wine Company, Vinhos Barbeito, Madeira Vintners, Justino’s Madeira Wines and Henriques & Henriques are the companies that will be present at this, which is the only international wine and spirits fair that intensively covers the entire global market, given the diversity of nationalities present, both among exhibitors and visitors.

Madeira Wine economic agents will be gathered at the Viniportugal pavilion, the entity responsible for organizing international Portuguese wine events, more specifically at stand 2, Hall 9, Island A33, a space that will feature a personalized image of the Demarcated Region of Madeira, created by IVBAM, and which aims to attract and captivate visitors, given its unique and impressive landscape characteristics.

IVBAM's support for this action also includes a Madeira Wine masterclass on the theme “Madeira Wine: the versatility of a unique wine”, which will take place on the opening day of the fair (16), at 4 pm, with guidance from Rubina Vieira, head of the Institute's Educational Actions Office.

In 2024, ProWein Dusseldorf was attended by 5,400 exhibitors from 65 countries and more than 47,000 professional visitors from 135 countries, including the most important wine-producing regions in the world, as well as a very significant representation of journalists, opinion leaders, importers and buyers from various countries, indicators that clearly represent its importance at a promotional and commercial level.

For the Madeira Wine sector, participation in specialized fairs, such as ProWein Dusseldorf, is essential to increase the visibility of its brands and the Madeira Wine brand itself, establish commercial contacts, educate the public and promote growth and innovation in the wine industry. In this participation, it finds a unique platform to stand out in the international market, particularly strengthening its position in the German market, one of its main buyers.

In 2024, the German market ranked fifth in terms of Madeira wine sales, absorbing 253,917.90 litres, which translated into a total sales of €1,190,875.99.

ProWein Dusseldorf will be held at the Dusseldorf Exhibition Centre, in an exciting atmosphere that is expected to be very beneficial for the Madeira wine sector.