New Visionary Talk: How Wineries Can Stay Relevant
25.08.2026 -The wine market is changing: consumption is declining, volume-driven growth is becoming increasingly difficult, and competition for attention is intensifying. How can family-owned wineries in particular adapt to these developments? In ProWein’s latest Visionary Talk, a new generation of winemakers discusses this very question.
One key message is clear: quality alone is no longer enough. Wineries need a distinctive profile that brings together origin, craftsmanship and values. At the same time, diversifying sales markets is becoming increasingly important. Exports not only create additional sales opportunities, but also reduce dependencies and demonstrate the high regard in which German wine is held internationally.
Finding the right balance is equally important when it comes to distribution: strong distributors and partners provide reach, while direct customer contact builds connection and loyalty.
