17.02.2026 - Four clear future themes set the direction at the ProWein Agora – with one central focus: sales. Data-driven, international, and competitive. The Agora provides entrepreneurial guidance for all those who want to actively transform their business and unlock new revenue potential.
The Four Pillars and First Highlights
#NewMarkets – Where Growth Emerges
Emerging Markets: Fast Moving, Fast Growing identifies the markets in Asia, South America, and Eastern Europe that are gaining momentum—and where investment truly pays off.
#NewProducts – What’s Next to Take Off
Rethinking Fine Wine, featuring insights from Liv-ex, Star Wine List, and Robert Joseph, examines how origin, storytelling, and pricing logic are being redefined in the fine wine segment.
#NewConsumers – How Demand Is Really Created
From Experience to Value: The Future of Wine Tourism reimagines wine tourism as a strategic instrument for driving sales growth.
#NewTechnologies – Tools That Drive Revenue
Sales 4.0: How AI, Platforms & Social Media Drive Growth demonstrates how AI, platforms, and digital strategies are measurably transforming marketing and sales.
Each day, a #Futurist adds further perspective to the programme—including Kevin Gaskell with insights on crisis resilience and Alex Beckett (Mintel) exploring what the wine industry can learn from soft drinks.
With #WineVisions, the daytime programme transitions into the evening—focused, dialogue-driven, and with a clear point of view. On Sunday (from 4:30 pm), André Hueston Mack speaks about relevance and positioning in marketing. On Monday, Dr Jamie Goode analyses how new technologies can reduce time and cost in production. On Tuesday at 2:00 pm, the industry gathers in the Speakers Corner to debate innovative ideas, pressing challenges, and concrete strategies for the future.
The Agora is not a trend panel. It is your toolbox for growth.
