EUROVINO 2026: adding trade visibility through the Wine Experience and a targeted masterclass setting
On 1–2 March 2026, we took part in EUROVINO in Karlsruhe (Germany), a trade-only fair focused on the German-speaking and Southern German market, and held its third edition in 2026.
EUROVINO offered a highly relevant setting to engage HoReCa professionals, importers/distributors and specialised media in a focused environment. The objective was aligned with the programme’s trade-show approach: to increase awareness and market uptake for the sustainable basket of products, and to explain the sustainability values of the products and production methods in a way that is credible for professional audiences.
A key added value of this fair was the possibility to combine exhibition visibility with an on-site professional format. To host the planned B2B workshop/masterclass within the fair, exhibiting at EUROVINO was a prerequisite. In addition, the presence of the programme wines in the “Wine Experience” tasting area (an on-site feature not originally foreseen in the DoA planning) provided extra visibility and helped us engage visitors beyond the stand footprint, while creating a natural entry point for discussion and follow-up.
During the fair, the programme’s wines were showcased on a dedicated tasting island within the Wine Experience area. Campaign information was displayed on the island screens throughout the event, and a total of 45 wines were presented there. A further five wines were featured at the Vinum booth in its “by the glass” area, supporting a second point of contact with trade visitors. Based on the organiser’s expectation of around 4,000 trade visitors for the 2026 edition and the high visibility of the tasting area, we estimate that approximately 400 visitors may have been reached through this activation.
Sampling was a central engagement tool. Across both locations, we prepared 1,140 glasses of wine from 50 wines from Spain (Wine Experience: 45 wines; Vinum booth: 5 wines), enabling visitors to connect product quality with the programme’s sustainability story in a practical, time-efficient way.
The core communication theme remained consistent: the fair provided a strong platform to showcase European sustainable products and production methods, with campaign messaging integrated directly into the tasting experience, making the programme’s key messages easy to grasp for the trade audience.