Düsseldorf is a metropolis for art and culture, but also the German capital of wine. This is partly due to ProWein, the largest wine fair in the world.

However, the Weber wine fairs, called WeinFrühlingDüsseldorf, (WineSpringDüsseldorf) and WeinHerbst Düsseldorf (WineAutumnDüsseldorf), also take place regularly in spring and autumn at the popular Düsseldorf location, the Rheinterrassen. Here, end customers have the opportunity to meet German vintners in particular in person and have tastings for 2 days at a relatively low price. Depending on the region, the next event is the WeinDortmund on 15 and 16 April in the Westfälischer Industrieklub at the Dortmund City Market. Then follows WeinFrühlingBerlin on 22 and 23 April. The vintners follow the fair across Germany. It is also an opportunity to discover vintners from German regions that are hardly touristy. For the vintners themselves, it is an access to end customers without intermediaries. 

Vincenz S. Weber is the owner of Webermessen. According to industry insiders, he is the largest wine fair operator for end customers. When asked if this is true, he smiles and explains that he does not know this himself. He founded the company about 40 years ago with his first wine fair in Düsseldorf, and since then things have only gone up for him. 

An interview with an extraordinary entrepreneur.

14 April 2023

Interview Directory 

TRAVEL

Name: Vincenz S. Weber

Occupation: Owner Webermessen

Location: Bonn

"For the winegrowers, this is an access to end customers without intermediaries."

Mr Weber, it can be read that you are the largest wine fair organiser for end customers. Can we talk about numbers, how many fairs, how many exhibitors, how many guests?

We are the organiser with the most events in our sector. Our sector is small to medium-sized events with usually up to 140 exhibitors. The largest fair with 150 exhibitors takes place in Cologne and the smallest with 50 in Aachen. Our exhibitors are wineries, mostly family businesses with 4 to 5 people, between 2 and 20 ha. Mostly Rheinhessen, Pfalz, Mosel and Franconia; areas where there are not many tourists. For the winegrowers, this is an access to end customers without intermediaries. Many exhibitors have only private customers and sell little to traders, gastronomy or retail. 

For the winegrowers, it is important to be represented throughout Germany, because they travel with us from Munich to Hamburg, from Hamburg to Berlin, Berlin to Cologne, Düsseldorf, Aachen, Hanover, Dortmund and visit their customers there. We do press work so that they can win new customers. Not in the social media, because it has too big a spread. We focus on our core group, Vinum, Weinwelt, to inform wine-savvy groups.

Market access to chains like Rewe and Edeka is often not possible for our winegrowers because of the quantities. The biggest wine retailers are Aldi and Lidl with more than 80 % and the rest is shared by the LEH, wine retailers and us with the wine fairs. In the past few years, more than 50 percent of all classic wine merchants with a presence business have given up.

Between 300 and 400 winegrowers accompany us every year. Some take part in all the fairs and some only in part.

How do you choose your locations? Here in Düsseldorf we are in the Rheinterrassen, a popular location for Düsseldorfers.

We always look for attractive locations for our fairs, we don't like to be in exhibition halls, they are too anonymous for us. In Hamburg we are in the Hamburg Stock Exchange, in Berlin we are in the Telekom Representative Office, the former Imperial Main Telegraph Office. 

How do the logistics work for your winegrowers? Do they sell directly at the stand?

All vintners use the Stölzle wine glass and our partners transport everything, from the refrigerators, stands, demos and roll-ups.

Usually the vintners come with little wine and the orders are made with order forms. Our visitors mostly come by public transport, so the locations are mostly at train stations. They can't take as much wine with them then.

" Our principle is seniority; whoever has a stand keeps it."

How can one become an exhibitor with you? I read that there are waiting periods?

There is a small waiting list. We have a small location in Aachen, the Aula Carolina, a 13th century monastery church. Since we already have 50 exhibitors, the waiting period is 3 to 4 years, because once you are with us, you stay there. Our principle is seniority; whoever has a stand keeps it. I don't like the idea of always putting a stand up for tender; I don't think it's worthy.

You stand by your business partners.

Yes, Corona was difficult. We were able to hold the fairs afterwards, but a third fewer exhibitors were there because they were afraid of catching it. This helped those who were on the waiting list. Now some Corona refugees want their place back, but it is taken.

" I got my love of wine and good food from home. A vintner suggested that I organise a trade fair in Düsseldorf and the penny dropped."

How did your love for wine come about?

The love for the fair came early on. After my studies, I worked in an advertising agency where we also did trade fairs. 40 years ago I went to Messe Berlin, then to work for various companies such as Braun and Jagenberg AG. I got my love of wine and good food from home. A vintner suggested that I organise a trade fair in Düsseldorf and the penny dropped. In 2002, the first fair took place in Düsseldorf. It was moderately successful, because I came from the industry. But the second fair was a success, and since then things have only gone upwards.

First came Düsseldorf, Cologne, Aachen, Dortmund. Later Munich, Hamburg, Berlin, Stuttgart, Leipzig, Münster. But we need good public transport connections; a nice location near the main station. 

The fair period is limited to October, November, in December it is difficult. In spring, end of January to mid-April, then it gets too warm. We all have to squeeze our fairs into this period, anything in between is not attractive. 

And you only represent German winegrowers? Are the Weber fairs also abroad?

We represent 90 percent German vintners. Abroad, we have to think about the customs barriers. German wines are not as popular everywhere as they are here. Shipping wines across borders is extremely complicated. That's why we have few foreign winegrowers. Sending a box of 6 from France or Italy costs 40 euros in shipping fees.

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