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ProWein Agora

Where the Future of Wine is Discussed

Agora is ProWein’s new stage for big ideas, bold questions and fresh momentum.

Over three days, leading minds from wine, spirits, and beyond will take the stage to share new perspectives and reveal the forces truly shaping the global drinks business today.

Get ready for 12 hours of high-energy programming: inspiring TED-style keynotes, sharp talks, focused debates, and interviews. Always aiming for practical solutions – and helping you prepare your business for the shifts transforming the market.

The four content pillars:

#NEWMARKETS


If consumption is declining in many Western markets, is it time to look elsewhere? We look at which emerging markets offer new growth opportunities – or at least greater diversification and resilience.


#NEWPRODUCTS


From RTDs and wine-based cocktails to alcohol-free options, we take a hard look at which innovations have the potential to move beyond hype and become lasting trendsetters.

#NEWCONSUMERS


Today’s wine and spirits lovers don’t look like their parents. They buy differently, drink differently, and attach different meanings to alcohol. The key question is how to understand this new consumer and serve them better.

#NEWTECHNOLOGIES

Reaching the right audience at the right time, increasingly depends on platforms, data, and technology. Understanding algorithms and using digital tools effectively has become essential to distribution, visibility, and growth. Come and hear experts explain how it all works.

You’ll hear from strategists, founders, and innovators who think far beyond the obvious – plus industry experts who know which insights really matter. Topics like regulation, health, consumer trends, marketing, and tech will be unpacked with practical relevance, solid data, and real-world case studies.

Curated by Dr. Anja Zimmer and Alexandra Wrann, DipWSET, of A2 Wine & Things – two seasoned journalists, former editors-in-chief, and leading experts in the international wine industry.

Agora @ ProWein 2026: The conference that invites you to rethink the status quo – and gives you the tools to actively shape the future.

Ready for a new kind of conference experience? Join us!

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Be the first to taste the new vintages and benefit once again in 2026 from the most extensive and international range of wines & spirits in one place.
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#NewMarkets: The Next Billion Bottles

Three one-hour sessions, each at 10:30 h

SELLING MORE WINE IN MATURE MARKETS


A strategic outlook at how to create growth – and how to compete in regions that seem to be already saturated.


FAST MOVING, FAST GROWING: MARKETS YOU CAN'T IGNORE

A rapid-fire briefing on emerging economies, shifting demographics, and how to overcome the barriers to entry. We look at where opportunities are to be found, from Asia to Eastern Europe to the Americas.

CATAGORIES DEFYING THE DOWNTOURN


Why are different beverage segments are winning in different markets? Lessons from sparkling, spirits and no/low – and how the rest of the trade can adapt.

#NewConsumers: Who’s Buying and Why

Three one-hour sessions, each at 12:45

DECODING CONSUMER BEHAVIOUR


From Gen X to Gen Z, we take a deep dive into shifting values, buying habits, and lifestyle trends shaping the market – and show how to apply the insights.

 

POISON OR CULTURE: WHO DRIVES THE ALCOHOL AND HEALTH DEBATE?

Health messaging, labelling, and responsible-drinking campaigns are redefining how people think about alcohol. Wine is increasingly treated not as a cultural or agricultural product, but as a policy problem. What does this mean for market access, marketing and pricing?

FROM EXPERIENCE TO VALUE: THE FUTURE OF WINE TOURISM


The session will reveal how to make wine tourism profitable. What do visitors value? How much are they prepared to pay? And how can wineries turn foot traffic into sustainable, long-term revenue without losing any of the magic?

#NewTechnology: How Data and Tools Drive Value

Three one-hour sessions, each at 14:00

ALGORITHMS MEETS WINE CRITIC MEETS TRADE EXPERT

Wine descriptions and vintage ratings have traditionally been the domain of critics and merchants. Increasingly, AI tools are taking on this role. Is this the end of authentic wine recommendations – or an opportunity for growth?

SALES 4.0: HOW AI, PLATFORMS & SOCIAL MEDIA DRIVE GROWTH

From digital retail to social media: new sales channels, partnerships, and the cultural cues shaping demand. Practical strategies to take advantage of new technologies and new players in the market.

CALL FOR PAPERS: VISIONS TO WATCH

We invite your input: which innovators, visions, ideas, and projects could be a game-changer for selling wine and beverages? Submit your concept and take the Agora stage to present it to our audience: contact now

#NewProducts: Wine Innovation

Two one-hour sessions, each at 15:30

RETHINK FINE WINE: NEW ORIGINS, NEW STORIES, NEW PRICES

Fine wine has reached a price peak. How is the trade dealing with the new price realities? Which emerging regions offer new sales opportunities?

LIFESTYLE SELLS: HOW INNOVATORS ARE WINNING THE MARKET

Exploring new product trends driving engagement and growth, from the boom in ready-to-drink concepts and flavoured wines and spritzers to the potential of the emerging fine drinks niche like proxies.

#Futurist

Three half-hour sessions, each at 12 h

Every day at noon, an inspiring personality from the wine industry and beyond takes the stage to highlight key trends and developments that will reshape your business – from turnaround strategies to growth at the point of sales.

 

The ProWein Agora as a Wine Forum

While in ancient Greece the Agora functioned as a marketplace and the centre of trade and social life, Messe Düsseldorf combines these qualities with those of a classical forum, where experts discuss specific topics, introduce new trends, and even outline concrete visions of the future. The combination of antiquity and classical thought leads directly into modern times, highlighting the opportunities and possibilities for the international wine and spirits industry.

Visitors can not only listen to talks and take away valuable insights, but also actively join the discussion and benefit directly from expert knowledge for their own businesses. In this wine forum, located at the very centre of Hall 6, personal exchange and dialogue take centre stage. Use the impulses and deep dives generated here to turn industry disruption into opportunity. With this new wine forum, Messe Düsseldorf complements ProWein’s comprehensive international product showcase with answers to the most pressing questions facing the global wine and spirits market today.

Topics and Content at the Agora Forum

Our internationally recognised experts focus on four pillars that are essential to the industry. On the one hand, they highlight new markets and demonstrate growth and sales opportunities. On the other, they explore new products, showcasing novelties, innovations and alternative formats that offer real potential for your business. New consumer groups and generations are also a key focus, as are AI and current data tools, since new technologies are creating genuine added value across the industry.

Wine trends and market developments play a central role. Whether it is ready-to-drink concepts, alcohol-free alternatives, new packaging formats or winemakers who stand out from the crowd with distinctive products, the speakers keep a close eye on all relevant wine trends. They look beyond the obvious and even beyond the vineyards themselves. The same applies to rapid market developments. In Düsseldorf, you can already discover today what will be relevant for your business tomorrow, enabling you to position yourself optimally for long-term success. The focus is not only on production and trade, but also on the wine consumption of the future, benefiting both visitors and exhibitors alike.

Wine presentations by industry experts invite open dialogue and networking. Participants are encouraged to engage directly with the speakers, who include leading figures from within the industry as well as established experts from science and research. They do not merely convey theoretical knowledge, but translate insights into practical applications, delivering real added value. All content is consistently up to date and highly relevant.

Exchange, discussion and future-focused topics are at the heart of the Agora. Whether through presentations, debates or interviews, the format actively encourages interaction between speakers and the audience, with ample opportunity to ask questions. And there will be many, as topics range from AI and new markets to wine consumption trends, targeted communication with different audiences and generations, and forward-looking product innovations. This open dialogue generates fresh impulses and uncovers major opportunities. Speakers and attendees benefit equally, making networking a central element of the Agora and clearly setting it apart from traditional conference formats.

Frequently Asked Questions about the ProWein Agora

What is the ProWein Agora?

The new concept is a rich source of ideas and visions. Experts provide inspiration, deliver facts and outline opportunities, while inviting participants to engage in direct dialogue on current challenges and the development of practical solutions.

Is the ProWein Agora a wine forum?

Yes – but with a modern twist. Here, experts do not simply give presentations; they actively engage in direct dialogue with visitors. Interaction is a key element and plays a central role at the ProWein Agora.

Which topics are covered at the Agora Forum?

All keynotes, presentations and discussions are structured around four thematic areas: new markets, new products, new consumers and new technologies. Within these panels, each topic is explored holistically through a variety of perspectives and impulses, providing a comprehensive and in-depth view of the subject matter.

 
 
 

Are the wine presentations accessible to all trade visitors?

Yes. With your admission ticket, you automatically have free and unlimited access to the Agora at all times.

Experience the ProWein Agora Wine Forum Live

In a relaxed yet highly professional and focused atmosphere, you can engage in dialogue on all current challenges and key future issues facing the wine and spirits industry during your visit to the trade fair in Düsseldorf. This allows you to gain immediate, practical benefits for your own business. It is precisely this that makes the ProWein Agora such a special place. Online discussions and other digital formats simply cannot replicate this kind of opportunity-rich, in-person inspiration.

You will find the discussions right at the centre of Hall 6, the most central location of the wine and spirits trade fair. This allows you to seamlessly integrate the various sessions into your overall trade fair schedule. Simply use the online programme planner to select your preferred speakers in advance and let the discussions inspire you to explore and taste wines with purpose. After all, the products being discussed are available for tasting in the hubs or directly at the exhibitors’ stands.

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