Commissioned by ProWein, Geisenheim University polled over 1,300 experts from more than 30 countries on the general situation of the industry in late 2024, for the eighth consecutive time now. The panel includes 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 industries.
The Report for 2025 flags up the most important challenges facing the industry amidst the on-going economic crisis. At the same time, it proposes solutions that experts believe might help wine distribution adapt to changing consumer needs.
“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,” explains Prof. Simone Loose, Head of the Institute for Wine and Beverage Business at Geisenheim University with reference to a key insight revealed by 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.”
Geisenheim University has for the first time now been commissioned by ProWein and ProSpirits to carry out a separate survey for the spirits segment. The first ProSpirits Business Survey including the most important industry insights will be published in February. It is also planned for the results to be presented at ProWein as part of the new Business Forum in Hall 16. The Business Forum, held on all three days of ProWein in Düsseldorf, will also serve to address other industry issues from the ProWein Business Report.
Over the course of the year, additional ProWine Business Reports from Shanghai, Singapore, Hong Kong and São Paulo are planned. These will provide valuable insights into the future development of Asia’s and South America’s wine markets. “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,” says Peter Schmitz, Director of ProWein.
