"If you've ever walked a massive trade fair floor feeling overwhelmed by endless booths and brochures, you're not alone. But ProWein Düsseldorf is changing the game, and it's about time. The world's leading wine and spirits fair just announced a major evolution for 2026: the Insights to Action (I2A) Framework. And no, this isn't another buzzword-heavy initiative. It's a data-backed, visitor-focused system designed to make B2B wine buying smarter, faster, and far more efficient."
"Taking place March 15-17, 2026, ProWein is the first international B2B wine trade fair to roll out a structured, digital framework that guides buyers through their entire journey: before they even step foot in Düsseldorf, during the hustle of the show floor, and after they've gone home with a notebook full of contacts. Think of I2A as your trade fair GPS."
ProWein Düsseldorf will introduce the Insights to Action (I2A) Framework at the March 15-17, 2026 event to guide B2B wine buyers before, during, and after the fair. The framework delivers a structured, digital approach that activates relevant buyer-seller connections, integrates data and insights across the entire visitor journey, and generates measurable commercial outcomes extending beyond the three-day event. The system is data-backed and visitor-focused, built on rigorous academic research. The framework aims to eliminate aimless browsing, enable precise matchmaking between buyers and producers, and improve efficiency and ROI for exhibitors and attendees.
Read at Food & Beverage Magazine
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