ProWein 2025 Report: Navigating the Future of Wine Marketing
This Tuesday, January 14, ProWein – the leading international trade fair for wines and spirits – unveiled their ProWein Business Report 2025: “The Future of Wine,” sharing its results with partners and wine business professionals during the ProWein Business Talk: Shaping the Future of Wine. This pivotal study, commissioned by ProWein and expertly conducted by the Institute for Wine and Beverage Business at Geisenheim University, brought together over 1,300 experts from the global wine value chain, surveyed in late 2024. These industry insiders from more than 30 countries, ranging from producers in major wine-growing regions to representatives of the food service, hospitality, and hotel sectors, contributed their insights to the report. This year’s enhanced methodology incorporated representatively weighted responses based on OIV data for both producers and trade indices, ensuring a comprehensive and balanced perspective.
The unveiling took place during the ProWein Business Talk, a gathering renowned for its focus on pioneering approaches within the wine industry. The session featured illustrious speakers such as Piero Mastroberardino, Vice President of Federvini and a renowned Italian winemaker, and Maren Lahm, Chief Marketing Officer at Henkell Freixenet Germany, who shared their profound insights on advanced marketing strategies. Prof. Dr. Simone Loose from Geisenheim University, a driving force behind the study, moderated the discussion, which began with an introduction by Peter Schmitz, Director of ProWein. He posed the central question: “How can wine marketing evolve in an era of declining global wine consumption?”
Building on this rich dialogue, the Wine Travel Awards (WTA) team, having been invited to participate, is set to further deepen the conversation. With a long-standing partnership with ProWein, WTA is at the forefront of this engaging platform, ready to share key insights from the discussions. Eager to broaden the discourse and contribute more comprehensively to the evolution of wine marketing, WTA will host two pivotal events on March 16th and 18th. The opening day will feature Session Four: Sustainable Wine Tourism, incorporating leading experts and WTA members from Geisenheim University. On the closing days, a special WTA nominees tasting event will take place in partnership with Wines of Ukraine.
These sessions aim to delve deeper into the themes presented in the Business Report, offering seasoned industry professionals and enthusiastic wine aficionados fresh perspectives and actionable strategies. As part of a series of discussions and presentations, these gatherings will explore innovative approaches to wine marketing and consumer engagement. Additionally, for the third consecutive year, the WTA Guide will be distributed during the event, providing attendees with invaluable insights into current wine tourism trends and future directions.
For those keen to explore the specific insights and strategic directions discussed during the ProWein Business Talk, and to understand how these could reshape business and market strategies, a comprehensive overview, including detailed findings from the ProWein Business Report 2025, is available on the official ProWein website: ProWein Business Reports 2025.
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