ProWein Business Report

The global wine market is under pressure. Declining demand, rising costs, shifting consumer behaviour and new trade barriers are redefining the rules of the game. In this environment, clear orientation becomes a decisive factor. The ProWein Business Report 2026 provides a sound, data-driven assessment of international wine markets.

Alongside the annual ProWein Business Report, special reports focusing on individual countries and key trend topics deepen the analysis throughout the year, broadening the perspective on the most relevant developments shaping the global wine and spirits industry.

Developed in close cooperation with Hochschule Geisenheim University, the report combines robust market data with insights from decision-makers across the entire industry. It not only shows what is changing, but how companies are responding and which strategic choices will define success in 2026.

Geisenheim University is an internationally renowned institution for education and research in wine, beverages, and food. It combines practice-oriented 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 Wine and Beverage Business Management at Hochschule Geisenheim University since 2015 and heads the Institute of Wine and Beverage Business. She is regarded as one of the internationally leading experts in wine market research, wine and food marketing, and business economics in the wine sector. Since 2017, she has jointly been responsible with ProWein for the conception and development of the internationally unique ProWein Business Report.

The ProWein Survey is an internationally unique study conducted among experts from the global wine industry. Using a 360-degree approach, key stakeholders across the entire value chain are surveyed, including wineries, cooperatives and cellars, as well as exporters, importers, distributors, wholesale and specialist retail, gastronomy and the hotel sector. The focus lies on expert assessments of current market developments, successful business models, best practices, expectations and practical experiences in the market.

The online survey is conducted annually in autumn and gathers responses from more than 1,000 industry experts across over 30 countries. It is available in five languages and is scientifically designed and conducted by Hochschule Geisenheim University.