New format provides strategic impulses for retail, food service and industry
February 26, 2026 — How will wines and spirits be bought, sold and staged on the markets of tomorrow? Which markets, target groups, technologies and concepts determine who will grow – and who will win new customers? With ProWein Agora, the 32nd edition of ProWein Düsseldorf will offer a curated stage with a clear focus on the future. In about 14 hours of programming, it will pool strategic impulses for decision-makers from retail, food service, industry and distribution. Agora consistently looks ahead – and provides guidance for tomorrow’s business models. The next ProWein and the debut of ProWein Agora will take place from March 15 – 17, 2026 at the fairgrounds in Düsseldorf, Germany.
Added value with a clear stance
The strength of ProWein Agora lies in its focus. In an increasingly fragmented market, wine marketers are faced with complex decisions. Agora brings together relevant topics and condenses them into clear, practical keynotes. It provides context rather than individual opinions and data rather than gut feelings. Growth requires reliable figures and strategic perspectives. This is exactly what Agora offers: informed analyses, precise theses and concrete options for action – beyond the hype and short-term fads.
On all three trade fair days, trade visitors can compile their personal agenda from compact 20-minute sessions. The talks will show in concrete terms how wine and spirits can be successfully positioned and sold in the future – on the shelf, on-premise and online. They will highlight opportunities and strategies in Europe as well as in North and South America and Asia. This will provide a concise overview of markets, channels and growth areas in a short space of time.
Four pillars, one vision
Agora will highlight the four key topics of the industry:
#NewMarkets
In three 1-hour sessions, global trends will be analyzed: which markets will grow over the next years? How can growth be secured in saturated markets? And which categories are developing well despite difficult operating conditions? In a nutshell – where do investments pay off?
This will be discussed amongst others by Laurence Whyatt (Barclays Bank) and Ian Anderson Ford (Nimbility), who will analyze new and already established markets. Spiros Malandrakis (Euromonitor International) and Irem Eren, DipWSET will take a look at RTDs and NoLo-wines as categories that defy the downturn.
#NewConsumers
Changes on the demand side will be centerstage at #NewConsumers. Altered consumer behavior, GenZ’s changed values and an increasingly heated health debate all influence shoppers’ behavior. Experiences become more important, wine tourism creates sales. How does this impact assortment, pricing and communication?
Alisa Selezneva (Innova Market Insights) will analyze successful innovations and trends. Kaleigh Theriault (NielsenIQ) will take a look at GenX, which is the generation currently generating the highest revenue.
#NewTechnology
This stream will highlight the role of data, platforms and digital tools in wine and spirits merchandising. AI-assisted recommendations, new sales channels or social-commerce mechanics will be discussed from a strategic perspective – with a view to their relevance for sales, visibility and brand building. Morten Hueing (Vivino) will address AI in referral marketing, Giorgio Benaglia (Amazon) will present new opportunities in e-commerce and Charlotte Read (NZ Winegrowers) will show how Sauvignon Blanc conquered the Chinese market with the help of social media.
#NewProducts
The thematic stream #NewProducts will put innovations to the test. Which product concepts offer true potential? How can fine wine reposition itself? And why do lifestyle-oriented products currently receive special attention? The aim is to establish a clear classification that goes beyond short-term trends. Featuring keynotes by Theis Søndergaard (Dry Boots) and Malwine Steinbock (Food Republik).
#Futurist: the daily glimpse into the future
At noon of each trade fair day, renowned personalities from the industry and related disciplines will share a condensed outlook on the developments that will change the business in the long term. 30-minute talks will focus on strategic rethinking, trends and growth where it matters: at the Point of Sale and in the moment of choice.
As futurists, speakers Kevin Gaskell (The Business Fixer), Alex Becket (Mintel) and Theresa Schleicher (Retail Trend Researcher) will dare to take a look beyond their own backyard.
#WineVisions
With #WeinVisions, the day’s program transitions into the evening in a relaxed atmosphere. Amongst others, André Hueston Mack, well-known sommelier & winemaker, will raise the question of why much of the industry’s language no longer resonates with today’s consumers (“Marketing with Attitude. How to Reach New Consumers”).
“By launching ProWein Agora, ProWein takes a leadership role,” says Frank Schindler, Director ProWein. “Here, it is about the forces that change the market and about the key challenges the industry is faced with. Jointly with Dr. Anja Zimmer and Alexandra Wrann of A2Wine&Things, we succeeded in putting together a 3-day world-class program, which we will also make available online after ProWein.”
The program of ProWein Agora is available online at: https://www.prowein.com/en/Program/Forums_Tastings/ProWein_Agora
No registrations needed.
