January 15, 2025 – Economic challenges and changing consumer behavior continue to be major concerns for the wine industry. The current ProWein Business Report sheds light on how these can be successfully addressed. Further reports on individual markets and the topic of spirits are also planned.
Commissioned by ProWein, Geisenheim University surveyed over 1,300 experts from more than 30 countries on the general state of the industry in late 2024. The panel included wine producers from the most important wine-growing regions in Europe and overseas, exporters, importers, specialist wine merchants and representatives from the food/service, hospitality and catering sectors.
The 2025 report highlights the key challenges facing the industry amidst the ongoing economic crisis. At the same time, it looks at solutions that experts believe can help the wine trade adapt to changing consumer demands.
“The wine industry is at a key turning point. While the worst impacts of rising costs for producers seem to have been overcome in most countries, producers and wine merchants now face the challenge of adapting to rapidly changing consumer preferences,” explained Prof. Simone Loose, Head of the Institute for Wine and Beverage Business at Geisenheim University. She pointed to a key finding of the ProWein Business Report: “The development of new products and innovative communication strategies will decide whether wine remains competitive versus other beverages. It is important for the sector’s value creation to continue conveying the benefits of premium products to both today’s and tomorrow’s generation of consumers.”
The detailed results of the ProWein Business Report can be accessed on the ProWein website at https://www.prowein.com/en/Media_News/Magazine/ProWein_Business_Report
ProSpirits Report and ProWein Business Forum
For the first time, Hochschule Geisenheim University has conducted a separate survey for the spirits sector on behalf of ProWein and ProSpirits. The first ProSpirits Business Survey with the most important industry results will be published in February. A presentation of the results is also planned at ProWein within the new Business Forum in Hall 16. In addition, the Business Forum, which will take place on all three days (March 16 – 18) during ProWein in Düsseldorf, Germany, will cover further industry topics from the ProWein Business Report.
Additional ProWine Business Reports from Shanghai, Singapore, Hong Kong and São Paulo are planned for later in the year. They will provide valuable insights into the future development of the wine markets in Asia and South America, “We look forward to sharing these global market perspectives during the year, allowing us to supply the sector with further important information. Especially in such challenging times it is of paramount importance to provide as much support as possible,” stated Peter Schmitz, Director of ProWein.
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