Photo: © Istock – crystal ball @messe Düsseldorf
A strategic compass for an industry in transformation
ProWein starts the first release cycle of the ProWein Business Report 2026. The Report has been produced in cooperation with the Geisenheim University for nine years now and is considered one of the most relevant international mood and situation reports of the wine industry. In the wake of ProWein’s strategic re-orientation this Report has also consistently developed further – from a pure market analysis to an active guidance and decision-making tool for a sector in transformation.
Since 2017 ProWein has surveyed industry insiders along the complete value chain together with Geisenheim University: wine producers, exporters and importers, specialist merchants as well as hospitality and food service. Over 1,000 experts from more than 30 countries took part in this latest survey in late autumn 2025. The ProWein Business Report 2026 focuses on corporate success strategies in an increasingly challenging market environment. “The ProWein Business Report has served as a reliable barometer for the economic situation of the industry for years. With this year’s edition we are deliberately taking it to the next level: moving away from the pure analysis towards a strategic guidance tool for an industry undergoing transformation,” says Frank Schindler, Director of ProWein Düsseldorf.
Early access for survey participants and ProWein exhibitors
In phase one the complete ProWein Business Report 2026 will be made available exclusively to the market players who actively participated in the survey as well as all exhibitors of ProWein 2026, starting on February 6, 2026. This means early access will be granted precisely to those actors who determine the market today – and will shape it tomorrow.
From report to agenda: new formats along central key questions for the future
The ProWein Business Report 2026 is devised as a strategic basis for work rather than a statistical document. Building on the results new formats and content deep-dives emerge that flag up concrete options for actions and address the key issues of the future of the industry. With this ProWein confirms its claim of being more than just a marketplace: as a year-round, international platform that provides guidance, enables dialogue and makes innovations visible. Plans include amongst others:
- Themed Whitepapers: in-depth analyses of pivotal strategic questions including export strategies in times of tariffs and geo-political insecurities as well as successful business cases of importers, distributors, specialist retail and food service.
- Opinion Paper – leading actors in the international wine industry take a stance on selected topics in this Report, put them into context and provide impulses for the strategic further development of the market.
- Visionary Talks – as a further development of the former Business Talks, new Visionary Talks will be offered that link analysis with attitude and future perspectives – consistently aligned with the leitmotif of ProWein: Shape. Elevate.
Outlook: survey for the ProSpirits Business Report to start
In parallel with the release of the ProWein Business Report, the next survey round for spirits will kick off. After its successful debut last year, the ProSpirits Business Report will also see targeted further development and play a pivotal role for the international spirits market in future.
