ProWein 2026 and the Business of Belonging
“Die Luft war raus.” The spark had vanished; the bloom was off the rose. That was the phrase circulating in the weeks before ProWein opened, in emails, on the phone, in the particular silence that greets an appointment calendar nobody has the energy to open. Executing pre-fair rituals felt like a chore. My cowboy boots weighed heavy; my playlists, uninspired. And I wasn’t alone. Wine Paris closed its seventh edition in February with 63,541 trade visitors from 169 countries, up 21 percent in a single year. My social media feed was full of smiling faces and hand-lettered “Bonjour! Bienvenue!” signs,…...
