WTA and ProWein 2025 Explore Wine Tourism Consumer Trends and Sustainability
As the wine industry continues to evolve, understanding the shifting landscape of consumer preferences and sustainable practices has never been more critical. This March, the Wine Travel Awards (WTA) in partnership with Drinks+ Media Group will present a compelling session at ProWein 2025, titled “Introducing the Wine Consumer of the Future.” Scheduled for March 16, the prestigious opening day of the world’s largest wine and spirits fair in Düsseldorf, Germany, this session promises to deliver cutting-edge insights into the future dynamics of wine tourism and consumer behavior.
The Setting and the Stakes
ProWein, renowned for drawing global industry leaders, offers the perfect backdrop for this exploration. The session will unfold in the Business Forum of Hall 16, a space that has been the nucleus of thought leadership at the fair. Here, industry experts and wine connoisseurs will gather to discuss the pressing topics shaping the global wine market of tomorrow.
Expert Panels and Rich Dialogues
The WTA has curated an exceptional panel to lead the discourse, featuring Professor Dr. Gergely Szolnoki from Geisenheim University and Adrian Bridge, CEO of The Fladgate Partnership, World of Wine Porto, and Managing Director of The Porto Protocol. Veronika Busel, a seasoned wine marketing expert and the Head of Operations for Wine Travel Awards and Drinks Media, will moderate the session, ensuring a focused and enriching dialogue.
Professor Dr. Szolnoki will open the session by sharing insights from a series of comprehensive studies he has conducted with teams of leading experts. These studies focus on the evolving demographics of winery visitors and global wine consumers, framing the future landscape of wine preferences and engagement strategies. His presentation will underscore innovative methods to cater to these changing demographics, providing valuable insights that are applicable across the wine business spectrum, from large enterprises to medium and small-sized wine companies.
Following the academic insights, Adrian Bridge will share his firsthand experiences from leading The World of Wine, one of the most vibrant global wine tourism projects. He will explore the role of wine tourism as a significant economic driver, highlighting how it offers novel pricing strategies and contributes to financial sustainability. Emphasizing the strategic advantage of urban proximity, Adrian will explain how integrating urban centers with vineyard experiences makes wine tourism more accessible and appealing to a wider audience. Further, he will delve into how wine tourism can complement traditional wine business models, contrasting these activities with the primary economic activities of wine production. His insights will provide a unique perspective on how wine tourism is evolving and interacting with broader business strategies in the global wine market.
Interactive Discussions and Takeaways
A unique feature of this session will be the interactive discussion between Professor Dr. Szolnoki and Adrian Bridge, moderated by Veronika Busel. This part of the program will weave together the theoretical and practical aspects presented, offering attendees a multi-dimensional view of the challenges and opportunities within wine tourism today. Topics will include the integration of wine tourism with local and natural tourism efforts, the use of modern technologies, and the impactful role of educational content in promoting sustainable practices.
The session will conclude with a Q&A segment, inviting the audience to engage directly with the panelists, fostering a deeper understanding and possibly sparking collaborative initiatives.
Why This Matters
This session at ProWein 2025, led by notable experts in the field, is crucial for anyone looking to understand and influence the future of the wine industry. By introducing attendees to cutting-edge consumer research and proven business strategies, the session aims to equip wine tourism professionals with the knowledge and tools needed to adapt to a rapidly changing global market. Attendees will gain actionable insights into attracting new demographics and integrating sustainable practices, ensuring the wine industry continues to thrive in alignment with contemporary consumer values and economic realities.
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