In this insightful conversation, Marius Berlemann, newly appointed Managing Director of Messe Düsseldorf, shares his vision for the company’s future and the continued growth of ProWein as a global leader in the wine and spirits industry. With a track record of driving innovation and expansion, Berlemann discusses his leadership approach, the strategic initiatives that have defined ProWein’s success, and how he plans to guide Messe Düsseldorf into its next chapter. While Asia remains a significant market, Berlemann’s broader focus encompasses sustainability, technological advancements, and maintaining the company’s competitive edge on the global stage.

Marius, Congratulations on your new role as the MD of Messe Düsseldorf! We look forward to you driving Prowein into a new era under your leadership.

As the new Managing Director of Messe Düsseldorf, what is your vision for the company over the next few years? Are there any particular goals or milestones you are aiming to achieve in the near future?

Safeguarding and enriching our business in Düsseldorf will be my main focus. In addition, the management's focus is on expanding our international activities. That means the expansion of our existing portfolios as well as the expansion of our hubs in markets and regions with a large potential in the future. In this respect, it is Asia where we still feel lies an extraordinary potential, especially in those markets where Messe Düsseldorf has a proven record. That is the main reason we do concentrate our Asian business from now on under the umbrella of “MD for Asia”. MD for Asia is the concentration of our subsidiary companies in Singapore, India, China, and Japan to expand the existing and future shows we organize in the mentioned countries. 

Image Source: Messe Düsseldorf

Over the years, you’ve held various leadership positions. How has your leadership style evolved, and what core principles guide you in your role?

In my career, I was given large responsibilities right from the beginning by my supervisors. This empowerment gave me the self-confidence to try out new ideas, no matter if it was conceptual ideas or operational innovations. I kept this approach from the moment I took over personal responsibility and tried to direct the general line and not stick too deep into the details of the project management.

ProWein is a flagship event for the global wine and spirits industry. Can you share some of the key milestones in your journey with ProWein?

My journey at Messe Düsseldorf and ProWein began in 2011 when, as Senior Project Manager, I was initially responsible for acquiring exhibitors for ProWein in Düsseldorf. At the same time, however, it was also about building up the ProWein family worldwide. With this investment, we want to offer wine producers and importers from all over the world a reliable and professional platform to tap into new markets. In 2013, we launched the first ProWein event together with the team from Messe Düsseldorf Shanghai. In addition to Shanghai, ProWine now also takes place in Singapore, Hong Kong, Mumbai, Tokyo, and Sao Paulo. From 2016 to 2019, as Global Head of Wine & Spirits and Director of ProWein, I was responsible for our flagship event ProWein in Düsseldorf and the further expansion of the global portfolio. After that, as General Manager of Messe Düsseldorf Shanghai Co. Ltd., I was responsible for the entire portfolio of Messe Düsseldorf in China - including ProWine Shanghai and ProWine Hong Kong.

Image: Team Prowein Shanghai 2021

Could you tell us about some innovative strategies or initiatives you've introduced at ProWein that have significantly impacted its growth?

We are constantly working to keep ProWein on the right track. One area we have fundamentally changed in the past is the trend show “same but different”. Originally it was a small, fine special show with ten curated participants who take unusual paths in wine production or wine marketing. In 2018, we developed a completely new concept for this area and created a trendy platform for craft drinks in a specially designed hall. This enabled us to appeal to the urban bar scene, trendy gastronomy, and also the off-trade. “Same but different” now has over 120 exhibitors from all over the world. We have also set the course for the entire spirits sector at ProWein and created the new ProSpirits sub-brand. This large area now fills another specially designed hall with a bar and forum. All in all, a real success story that I am very proud of! Another project close to my heart is certainly the ProWein Business Report. I still remember the initial discussions with Hochschule Geisenheim University and the publication of our first edition in 2017. The idea was to get a good report for the entire industry, which we could repeat every year and compare in the long term. In addition, each time there is a current special topic that we can use to provide the industry with valuable information and insights throughout the year. This year, for example, the focus is on digitalization, alternative packaging, and no/low. 

Asia, particularly China, is a significant market for wine and spirits. What trends are you observing in this region that excite you the most?

We have exported the concept of ProWein to the markets in Asia since 2013. Till now we have extended our reach to Shanghai, Hong Kong, Singapore, Mumbai, and Tokyo among which ProWine Shanghai has been recognized as the leading wine and spirits trade fair in Mainland China. I lived in China for 5 years and witnessed the evolution of the Chinese wine scene and how Chinese winemakers continuously refine their craft and invest in the start-of-art winemaking techniques to shape the character of Chinese wines. 

In 2016, Chinese wineries made its debut at ProWine Shanghai and increased its expansion across various wine regions year over year. During the upcoming ProWine Shanghai in November this year, all major wine-producing regions in China will present their offering including Ningxia, Xinjiang, Shandong, Shanxi, Hebei, and the first-ever participation from Yunnan Shangri-la region, which underscores the activeness and the growing popularity of Chinese wines and the value of ProWine to empower the trade business development. 

When it comes to Asia as a whole, the market is highly diversified in terms of the differences in consumer patterns and social and cultural behaviors. But we’ve seen one thing in common which is the growth of the spirits sector at all ProWine shows in Asia. Spirits producers are active in the Asia market spanning China, Japan, India, and Singapore due to the rising incidence of bars and nightclubs as well as the consumer spending and changing lifestyle of the young generation. We launched the new section of “ProSpirits” at ProWein this year and now we are bringing this concept to all our shows across Asia.

Image: Section of “ProSpirits” at ProWein

With your focus on Asia in recent years, what have been your top priorities for expanding ProWein's presence in this diverse market?

Before we talk about how to enhance ProWein’s presence in Asia, we shall underline the importance of consistent ProWein branding and communication practice with our shows in Asia. For me, that’s the first step to building the brand reputation when you export the brand to the selling markets. That’s why we create a comprehensive brand book including our mission, customer value, visual identity, and communication guidelines to align the tone of voice to our customers. 

Speaking of the expansion of ProWein's presence, the roadshow events in Asia are organized to draw the attention of the local importers and multipliers not only for the promotion of the national shows but also for ProWein in Duesseldorf. Take the example of China, every year ProWine Shanghai spans more than 80 cities nationwide to run events with ProWein’s presence. 

We will do our utmost to further develop ProWine Shanghai into the leading show in Asia.

Having served as Managing Director in China, what key insights did you gain about market dynamics and consumer behavior there? Are there any key partnerships or collaborations in Asia that you believe are crucial for ProWein's success?

From the market perspective, the e-commerce channel in China is experiencing significant growth. The leading importers like ASC, Summergate, or EMW open their online stores through Tmall, JD.com, or Douyin to attract consumers. So do the supermarkets like Hema, Aldi or Sam’s Club. This trend is largely fueled by younger generations, particularly Gen Z, who frequently shop online for convenience and variety. With regard to consumer preference, I have seen the popularity of white wine has risen in China. According to the German Wine Institute (DWI), exports of German wines to China surged by 47% in value and 39% in volume in the first quarter of this year, compared to the same period last year. The major reason behind this is the rise of the bistro culture in China where consumers prefer to pair local food with white wine.

Speaking of the partnership, we have already seen the huge synergy as the major partners such as WSET, Decanter, IWSC, and the Institute of Masters of Wine work with us at both ProWein and our shows in Asia, leading up to the compelling content delivery within the ProWein World portfolio. On top of that, each show in Asia partners with the leading wine importers or associations which I believe will increase the Asian visitor growth for ProWein. 

Image: ProWein 2024, Source: Messe Düsseldorf

What role do you see technology playing in enhancing the experience for exhibitors and visitors at Messe Düsseldorf events?

Of course a major one, when you compare the past 25 years under the influence of digital technology! The database management has changed dramatically, enabling our exhibitors and visitors to use matchmaking tools in order to prepare for their visits. Digital tools do enhance the business on the show floor. The concept of a 24/7 and 365-day tradeshow is a logical extension of the classic concept of an analog meeting during a trade show. After all – and we made that experience in a dramatic way during Corona – the people have a strong desire to meet face to face as they after COVID were completely tired of all web-based meetings. That was and still is the best proof that digital formats can not fully substitute but add content to the classic format.

Having said that don’t forget all the technical devices we run on the venue when it comes to infrastructure f.e. entrance logistics.

Image: ProWein 2024 Entrance; Source: Messe Düsseldorf

How is Messe Düsseldorf integrating sustainable practices into its events and operations?

We aim to organize events with the smallest possible footprint that also have the greatest possible transformational impact.

We are continuously and successfully working on reducing our emissions to organize our events as sustainably as possible. For ten years now, we have been operating our exhibition ground in accordance with a strategic energy management system based on the international ISO 50001 standard.

Furthermore, we see sustainability as a joint task and would therefore also like to encourage our customers to participate in trade fairs as sustainably as possible. For this reason, we have created a guide to more sustainable trade fair participation and a corresponding checklist and are working on the further development of sustainable offers.

And last, but not the least do not forget that we are a meeting point for the entire value chain and a central innovation platform for a wide range of industries. We play a key role in the presentation and dissemination of innovative technologies and drive sustainable transformation in all industries that meet, inform, and network at our world's leading trade fairs.

Conclusion:

As Marius Berlemann embarks on this new chapter as the Managing Director of Messe Düsseldorf, his leadership will be pivotal in guiding both ProWein and the company toward continued success. With a keen focus on innovation, sustainability, and dynamic opportunities within the Asian market, Berlemann’s strategic vision promises to elevate Messe Düsseldorf’s global influence while staying true to the company’s core values. As he navigates the challenges and opportunities ahead, Berlemann’s experience and forward-thinking approach will undoubtedly leave a lasting impact on the industry.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network