March 2026 was an exceptionally intense month for the wine world. Two of the industry's largest trade fairs — Wine Paris (10-12 March) and ProWein (15-17 March) — took place within a single week, creating an exhibition marathon for every serious exporter. The STELKA COMMS team was present at both events, accompanying clients and coordinating dozens of B2B meetings.
Wine Paris: The French capital welcomes Greek wine
Wine Paris, held at Paris Expo Porte de Versailles, recorded attendance of over 45,000 trade professionals. Greek exhibitors were noticeably more prominent than in 2025. STELKA COMMS coordinated the participation of four client wineries, organising 35 pre-scheduled B2B meetings with importers from France, Belgium, the Netherlands and Luxembourg. The results were encouraging: 12 new commercial negotiations were initiated directly from the fair.
ProWein 2026: Fewer exhibitors, bigger — and better — audience
Just three days later, our team moved to Dusseldorf for ProWein, one of the largest wine trade events in the world. This year's edition welcomed 31,000 trade visitors and 3,400 exhibitors from 63 countries. The notable takeaway was that while exhibitor numbers were slightly lower compared to previous years, audience engagement was significantly higher — and industry experts described this year's visitors as particularly high-quality.
Greek wine's strong presence
Greek wines made a particularly dynamic showing at ProWein 2026. Wines of Greece had a dedicated presence, while individual wineries and Greek regions — including Central Macedonia and the Peloponnese — also participated actively. Through parallel events and tastings, trade professionals and the broader audience had the opportunity to discover Greece's unique grape varieties and its PDO and PGI wine regions. STELKA COMMS coordinated dozens of B2B meetings for its clients, receiving particularly positive responses from importers seeking authenticity and terroir-driven labels.
Trends we observed
Beyond the commercial outcomes, we identified key trends that every Greek winery should take note of. Demand for authenticity and the story behind each label was stronger than ever. European buyers are no longer looking for entry-level wines — they want quality, identity and a connection to place. Assyrtiko, Xinomavro and indigenous varieties from Crete and the Peloponnese attracted particular interest. At the same time, organic certification is establishing itself as a baseline requirement, while low-alcohol wines continue to gain steady shelf space in Northern European markets.
Key takeaways for Greek wineries
Presence at international trade fairs is not enough on its own. It requires preparation: targeted buyer invitations, professional materials in multiple languages, samples specifically selected for each market and a follow-up plan that begins the very next day. STELKA COMMS designs this process end-to-end: from building prospect lists and sending pre-show emails to managing follow-up communications and delivering post-show reports.
If you are planning your participation in the major trade events of 2026 — Vinitaly, SIAL, Wine Paris 2027 — the preparation starts now. Get in touch.
Source: thewinelovers.gr{target="_blank" rel="noopener noreferrer"}