Moldova has been approaching this most important wine fair for a long time as a solid European producer of wines and spirits. Until 2014, Moldovan companies participated at ProWein sporadically and as individual companies. And only in 2014 the National Bureau of Vine and Wine with the support of external partners organized participation with a collective stand “Wine of Moldova. Living Legend”. At that time, the Moldovan stand occupied an area of 150 m2, with 27 wineries presenting their products.
In March 2025, 46 Moldovan wine and divine producers participated at the ProWein`2025 exhibition with a common stand under the Wine of Moldova brand.
During all these years, the “guide” for Moldovan winemakers at ProWein was Michael Mandel. As a representative of Messe Dusseldorf exhibition company for 27 years he was responsible for the whole region of the former USSR (except for Ukraine, where he had his own office) and convinced the wine producers of our country that they must be at the world’s largest wine shows with their products.
Recently, Michael Mandel came to Chisinau to discuss on the spot Moldova’s participation in ProWein 2026, which will be held from March 15 to 17. And found the opportunity for a small exclusive interview for Logos Press.
LP: – Mr. Mandel, it is not every time you come to Moldova before the next exhibition. What prompted you to visit Chisinau in person this time?
– I should mention at once that my interest is not only related to ProWein, although this major exhibition was one of the key topics of discussion during the meetings in Moldova. Düsseldorf annually hosts about 40 different exhibitions and fairs, more than half of them can be considered the largest in the world. The Düsseldorf complex provides more than 250 thousand m2 of exhibition space, there are 19 pavilions. At many exhibitions all of them are fully occupied, the number of visitors is counted in tens and hundreds of thousands. At the same ProWein, companies and specialists from more than 100 countries participate, the number of visitors exceeds 50 thousand people. And at the largest exhibition for plastics processing and technologies there were about 250 thousand visitors.
My task is to attract to these exhibitions exhibitors and visitors from the post-Soviet space, including Moldova. Of course, your companies have something to show and see not only at the wine exhibition. On processing of the same plastics. Or now we are preparing the largest exhibition on labor protection – it is held every two years. Or an exposition of novelties in the field of printing and printing.
But ProWein certainly occupies a special place in the exhibition calendar, especially for Moldova, as a wine-producing country. That is why we mainly discussed in Chisinau the issues of participation in this exhibition.
LP: – Can we already talk about some innovations within the framework of participation of Moldovan companies in ProWein2026?
– Yes, I was able to discuss these issues in detail with representatives of the National Bureau of Grapes and Wine, our partner in organizing the exhibition, Axar company, and some producers.
We expect more than 40 Moldovan companies to come to ProWein next year. Their products will be traditionally presented at a collective stand.
But if previously both wines and divines from Moldova were presented at one stand, at ProWein 2026 for the first time there will be a separate collective stand with divines. It is very important to emphasize these drinks. We have a separate pavilion Pro Spirit, where producers and connoisseurs of strong drinks gather.
Besides, Zernoff company traditionally presents a separate exposition at this exhibition. I had a meeting with them in Chisinau, and we discussed certain aspects of participation in ProWein next year.
LP: – ProWein used to have practically no competitors in terms of scale and authority, but recently there are more and more wine exhibitions? Does this have any effect on your activities?
– Certainly, as in any other segment of the economy, competition in the field of exhibition activities is becoming more and more tangible and significant. Producers have more choice, it is more difficult for them to decide which exhibitions to take part in and which to skip. After all, it is impossible to cover everything.
We have to take all these changes into account and build our work in accordance with the new realities. Our advantage is our authority, name, well-established connections and long-term cooperation. The same Moldovan companies, participating in ProWein, are already well oriented – what they want to offer to visitors and potential partners, what return they want to get from it. In turn, many visitors and buyers have been attending the exhibition for many years, and for them Moldovan products are already familiar.
Taking into account the tendencies of recent years, how successfully wine products from Moldova penetrate and are sold on the markets of European countries, I can say with confidence that ProWein played a significant role in this. This exhibition for many participants opens the way to the EU market, to mutually beneficial partnerships and new contracts.
Besides, the exhibition in Düsseldorf is not only about sales, contracts and new markets. It is also, in a certain sense, a “wine compass”, which allows producers from all over the world to see trends in the industry and consumer preferences, exchange experience, learn about new technologies and innovations. All this is necessary to make the produced drinks better, production processes – more efficient, and the product range – more diverse and in line with the taste preferences of the moment. After all, everything in this world is changing.
I am sure that ProWein 2026 will not be an exception in this respect and will be another step of Moldovan companies to strengthen their positions on the European market and to develop the wine industry in the country as a whole.
