What highlights await visitors in the 2026 ProWein program?

Key highlights include the new Agora, Sparkling Visions, the reimagined ProWein Zero, and the expanded ProSpirits – all focused on future relevance and market potential.

What does ProWein offer in terms of live tastings, master classes and tastings?

ProWein features a wide range of live tastings, masterclasses and seminars across all segments. The program is continuously updated – explore it and discover what inspires you.

What forums, workshops and training opportunities are there for specialist retailers and restaurateurs?

Explore key trend topics at Sparkling Visions, discover innovations in Packaging & Design or focus on sustainability in the Organic World.

In which halls will the most important themed areas such as ProSpirits, ProWein Zero or the I2A Tasting Area take place?

ProSpirits is located in Hall 5 and, for the first time, also in Hall 7.0. ProWein Zero can be found in Hall 5, while the I2A Tasting Area is located in Hall 6.

How can I find out about the full program and individual events at ProWein?

Visit the detailed program overview to explore all events. The schedule is updated regularly.

Which international exhibitors and wine regions will be represented at ProWein 2026?

More than 4,000 exhibitors from over 65 countries will present their portfolios in Düsseldorf – from established global brands and renowned wine regions to innovative newcomers and niche producers.

ProWein Agora – Where the Future Took the Stage

Three days. Twelve hours of content. Insights with substance.

The Agora sharpened the dialogue – with clear theses, strong voices and conversations designed to create impact.

What happened on this stage went far beyond inspiration. It delivered concrete strategies for a drinks business in transition. From market dynamics and shifting consumer behaviour to leadership and sustainability, the Agora made visible the forces shaping our industry – and how you can actively shape them.

Across the guiding themes #NewMarkets, #NewProducts, #NewConsumers, #NewTechnology, #WineVisions and #Futurists, the questions that truly matter were addressed – clearly, data-driven and forward-looking. Professionally recorded – and now available for you on demand.

#NewMarkets
#NewProducts
#NewConsumer
#NewTechnology

#WineVisions
#Futurist

#NewMarkets: The Next Billion Bottles

Categories Defying the Downturn

While large parts of the industry are under pressure, selected categories are showing remarkable resilience. RTDs, sparkling wine and no-/low-alcohol alternatives are benefiting from shifting consumption habits, new drinking occasions and a growing demand for flexibility. This session analyses why these segments continue to grow – and the strategic potential they offer producers and trade.

Emerging Markets: Fast Moving, Fast Growing

While established markets are stagnating, new growth hubs are emerging with significant momentum. From Southeast Asia and Brazil to Poland, distinct yet clear expansion signals are visible – driven by economic development, a young consumer base and structural transformation. This session delivers data-driven insights, prioritises opportunities and outlines how producers and trade can strategically enter and develop these markets.

How to Sell More Wine in Mature Markets

Mature markets do not necessarily decline – they restructure. Ageing populations, economic pressure and geopolitical uncertainty are reshaping demand and distribution. At the same time, new opportunities are emerging in premium segments, underserved consumer groups and evolving distribution models. This session uses data-driven insights to highlight where growth remains achievable – and how market strategies must adapt accordingly.

#NewProducts: Wine Innovation in Focus

Rethinking Fine Wine – New Origins, New Stories, New Prices

The Fine Wine market is undergoing structural change. For decades, Bordeaux and Burgundy dominated, but market shares are shifting, pricing dynamics are evolving and new regions are gaining relevance. This session analyses the transformation of the secondary market, challenges established models such as En Primeur and highlights where future strategic opportunities lie within the premium segment.

Lifestyle Sells – How Innovators Are Winning the Market

The wine market is under pressure – traditional products and communication models are losing impact. At the same time, new categories, formats and flavour profiles are emerging that engage consumers in different ways. This session explores how flavoured wines, proxies and innovation-driven spirits are attracting new audiences – and what strategic signals they send for the future of the category.

#NewConsumer: Who Buys Wine – and Why?

Decoding Consumer Behaviour

Consumer behaviour is shifting rapidly – driven by evolving values, generational dynamics and rising expectations toward brands. This session analyses what truly influences purchasing decisions today, from global innovation trends to the often-misunderstood realities of Gen X and Gen Z.

Poison or Culture: Who Drives the Alcohol and Health Debate?

The debate around alcohol and health is no longer driven by science alone. Political narratives are gaining influence – with direct implications for regulation, taxation, marketing and market access. This session examines who is shaping the conversation and what strategic consequences the industry must prepare for.

From Experience to Value: The Future of Wine Tourism

While traditional wine sales are under pressure, wine tourism remains a resilient growth driver. Three international experts explore how to turn experiences into robust business models – strategically designed, economically sustainable and still authentic.

#NewTechnology: How Data and Tools Create Value

Sales 4.0: How AI, Platforms & Social Media Drive Growth

Sales in the wine and spirits sector is becoming data-driven, platform-based and social-first. AI, e-commerce and digital ecosystems are fundamentally reshaping reach, customer engagement and go-to-market strategies. This session explores how online marketplaces, logistical excellence and shoppable content generate growth – and which strategic adjustments brands must make now to remain competitive.

Algorithm Meets Wine Critic Meets Trade Expert

Wine criticism has long guided consumers through an increasingly complex market. But as technology and artificial intelligence advance, the authority behind ratings and tasting notes is evolving. This session examines how AI, crowd-sourced data and digital platforms are reshaping wine evaluation – and what this means for critics, retailers and consumer trust in the future.

#WineVisions

Marketing with Attitude: How to Reach New Consumers

The challenge is not the marketing budget – it is relevance. Traditional language and outdated audience assumptions are increasingly missing the mark. This keynote explores how culture, precise storytelling and a clear point of view can unlock new consumer groups – without compromising quality, identity or credibility.

Rethinking the Vineyard: Technology, Labour, and the Economics of Survival

The wine sector is under pressure – from declining demand, constrained purchasing power and growing challenges in the vineyard. Climate change, labour costs and resource scarcity demand new solutions. This session explores what sustainable and economically viable vineyards of the future could look like – and the role technology and new grape varieties may play.

Speakers Corner

The wine industry is facing increasing pressure: declining demand, limited purchasing power, and growing challenges in viticulture call for a shift in thinking. Climate change, rising costs, and scarce resources make new approaches essential. The focus is on how to design vineyards for the future—ones that are sustainable, economically viable, and supported by innovations such as technology and new grape varieties.

#FUTURIST: Tomorrow’s Defining Trends

From Pressure to Performance: Get Results in Challenging Markets

Challenging markets require more than operational adjustments – they demand clarity, trust and a shared vision. This session explores how high-performing teams deliver results under pressure, execute strategy with discipline and structure transformation through clearly defined 100- and 1,000-day plans. Focus: mindset, accountability and measurable performance.

Know Your Competition: What Wine Can Learn from Soft Drink Success Stories

While wine consumption stagnates, the soft drinks industry continues to drive innovation, brand building and consumer engagement. This session analyses the latest consumer research and highlights which strategies, product concepts and communication approaches wine and spirits can adopt to remain competitive and culturally relevant.

Next Economy: How Can We Drive Growth at the POS of the Future?

The point of sale is under dual pressure: price sensitivity collides with sustainability demands, while digitalisation meets the renewed desire for personal advice. Between inflation, e-commerce growth and a rediscovery of local specialist retailers, a hybrid retail model is emerging. This session analyses how the wine trade can achieve profitable growth within these conflicting dynamics.

Knowledge about the wine and spirits world!

Whether you are interested in the in-depth analysis of the ProWein Business Report or want to expand your wine knowledge with the ProWein Magazine use our knowledge to drive your business forward and build customer confidence.