ProSpirits Report

The international spirits market is undergoing a period of profound change: declining volumes, growing competitive pressure, new consumption occasions, and shifting drinking habits are shaping the industry. As a result, strategic direction has become a critical factor for success. The ProSpirits Reports provide in-depth insights into key developments in the global spirits industry and highlight the trends, challenges, and strategic levers that will be relevant for companies in the future.

The reports bring together market assessments, expert perspectives, and practical analyses on topics such as premiumization, no-alcohol/low-alcohol beverages, RTDs, innovation, occasion building, and changing consumption patterns. They reveal how traditional categories are shifting, where new growth potential is emerging, and how brands, retailers, and the foodservice industry can respond to the market’s transformation.

Geisenheim University is an internationally renowned center for education and research in the fields of wine, beverages, and food. It combines hands-on teaching with excellent scientific research across the entire value chain of wine and beverages. Students and researchers from around the world benefit from a strong international network and close collaboration with industry and institutions.

Prof. Dr. Simone Loose has held the Chair of Business Administration in the Wine and Beverage Sector since 2015 and heads the Institute for Wine and Beverage Economics at Geisenheim University. She is one of the world’s leading experts in wine market research, wine and food marketing, and business management issues in the wine industry. Since 2017, she has been responsible, together with ProWein, for the conception and production of the internationally unique ProWein Business Report.