Serena Wines 1881 is preparing for a high‑profile return to ProWein 2026. From 15 to 17 March, the historic Conegliano‑based winery – one of the leading producers of Prosecco doc and docg – will be in Düsseldorf with a completely renewed and larger exhibition space, shared with Distilleria Marzadro. This choice reflects the company’s intention to strengthen its presence in European markets, which are becoming increasingly strategic: Germany remains its main commercial partner, accounting for 20% of exports and 11% of total turnover. And right here, on Sunday 15 March at 6 p.m., the stand (Hall 3, H50) will host an aperitif dedicated to clients, partners and the press, turning the end of the first day of the fair into a moment of networking and connection.
A larger stand to showcase the Northeast and build new connections
For the 2026 edition, Serena Wines 1881 arrives at ProWein with a 100‑square‑meter area designed to welcome visitors and professionals in a more open, dynamic and functional environment. Sharing the space with Distilleria Marzadro creates an ideal bridge between two different yet culturally aligned realities, both rooted in the Italian Northeast. It is a territory that Luca Serena, CEO and fifth generation at the helm of the family business, continues to promote through products, relationships and entrepreneurial vision.
The new stand layout expands opportunities for tastings and dialogue, offering a more fluid setting for business meetings and in‑depth discussions. And, as tradition dictates, the first day will conclude with an aperitif open to clients, partners and the press: a way to raise a glass together and kick off the fair with energy.
ProWein evolves and Serena Wines 1881 strengthens its presence
The wine world is undergoing a phase of transformation, and major international fairs are redefining their role. ProWein is no exception. In recent years, the event has taken on an increasingly European profile, with a strong presence of professionals from German‑speaking countries. According to Luca Serena, Asian participation – once more significant – now appears reduced, while interest from buyers and operators in Central and Northern Europe continues to grow.
Despite some organizational challenges and a management perceived as less flexible than in the past, ProWein remains a key appointment for companies that operate steadily in the European market. For Serena Wines 1881, the fair continues to be a valuable opportunity to meet long‑standing partners, strengthen relationships and open new commercial prospects.
Germany and Northern Europe remain key markets
The company’s international strategy focuses on a group of countries that together represent around 50% of total exports: Germany, Belgium, the Netherlands, Switzerland, Austria, Scandinavia, the Czech Republic and Poland. Among these, Germany plays a central role, accounting for 20% of exports and 11% of total turnover.
These are mature markets where Prosecco consumption is well established, yet they still offer significant growth potential. ProWein therefore becomes a strategic moment to reinforce the company’s presence and capture new opportunities in a geographical area that remains essential for the brand’s future.
