The global wine sector is stepping into 2026 with a tempered sense of optimism, as highlighted in the latest ProWein Business Report from Geisenheim University. Despite facing ongoing challenges, producers and traders are eager to ignite a new era of growth, albeit modest. This report, derived from a survey of over 1,000 industry professionals across more than 30 countries conducted in late 2025, underscores both the hurdles and opportunities that lie ahead as the industry gears up for ProWein Düsseldorf, one of the premier wine trade fairs, scheduled for March 15-17.
Among the key findings, a staggering 75% of respondents identified rising costs as their most significant concern. This was closely followed by 67% citing reduced consumer purchasing power and 59% noting a decline in consumption linked to health trends. Additionally, 57% expressed worries over stricter regulations regarding alcohol marketing and sales, while 52% pointed to the global economic downturn as a looming threat. Interestingly, issues such as climate change and labor shortages have become less pressing, with only 28% viewing international trade restrictions as a major concern this year.
The report also reflects on a challenging 2025, where many operators reported a downturn in wine consumption. Notably, 57% of small wineries and 63% of cooperatives experienced declines, while large companies saw a 44% drop. In contrast, restaurants fared slightly better, with 66% reporting stable volumes.
Looking ahead, white wines are anticipated to lead the market, favored by 69% of producers and 64% of trade professionals. Other promising categories include zero-alcohol wines (54%), low-alcohol wines (49%), and sparkling wines (48%). Confidence in red wines, however, remains low, with only 13% of producers expecting strong performance.
As the industry navigates these challenges, the evolving landscape presents both risks and opportunities for growth.
Source: Vinetur