SERENA WINES 1881 STRENGTHENS ITS PRESENCE IN EUROPEAN MARKETS
AND PRESENTS A RENEWED EXHIBITION SPACE AT PROWEIN
Germany remains the company’s leading commercial partner,
accounting for 20% of exports and 11% of total revenue.
On Sunday, March 15 at 6:00 pm we look forward to welcoming you
to our stand (Hall 3, Stand H50) for an aperitif dedicated to clients, partners and the press.
Serena Wines 1881, one of the most established names in the Prosecco DOC and DOCG production, will return to ProWein in Düsseldorf from March 15 to 17, 2026, confirming its presence at one of the most internationally recognized trade fairs for the wine sector.
For this year’s edition, the historic Conegliano-based company will be present in Hall 3 – Stand H50 with a renewed 100-square-meter exhibition space, shared with Distilleria Marzadro (Nogaredo, Trento). The stand has been designed to welcome visitors and industry professionals in a more open and dynamic environment, ideal for meetings, tastings, and business discussions. This choice makes it possible to create a broader and more engaging area, highlighting – through two different products united by the common thread of tradition – the identity and culture of Northeastern Italy, a territory to which Luca Serena, CEO and fifth generation at the helm of the family company, has always been deeply connected.
On Sunday, March 15 from 6:00 pm, the stand will also host an aperitif open to clients, partners and the press, offering an opportunity to meet and toast together at the close of the fair’s first day.
At a time of change for the wine world and for the major international trade fairs in the sector, ProWein is also going through a phase of evolution, prompting companies to reflect on their participation and investments. “In recent years, ProWein has increasingly taken on a European dimension, with a particularly strong presence of operators from German-speaking countries, who are very curious and interested in discovering new producers. At the same time, the Asian participation, which used to be more significant, seems to have decreased in our view,” comments Luca Serena.
Despite some difficulties and, more recently, a less flexible management compared to the past, the Düsseldorf fair remains an important event for Serena Wines 1881 and, more broadly, for companies that operate steadily in Central and Northern European markets and across the European continent.
“Our main destinations are Germany, Belgium, the Netherlands, Switzerland, Austria, Scandinavia, the Czech Republic and Poland,” concludes Luca Serena. “Germany, in particular, remains our leading commercial partner and today accounts for 20% of exports and 11% of total revenue, while the other countries mentioned together represent about 50% of total exports. These markets remain a key reference point for us: while Prosecco consumption is now well established, we still see significant growth potential. ProWein continues to be an important opportunity to meet long-standing partners and to create new networks and business opportunities in these areas.”
For more information visit www.serenawines.it