The global wine sector is stepping into 2026 with a sense of cautious optimism, as outlined in the latest ProWein Business Report from Geisenheim University. Despite facing numerous challenges, producers and traders are eager to ignite a new growth phase, albeit modestly. This report, based on a survey of over 1,000 industry professionals from more than 30 countries conducted in late 2025, sheds light on 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.
According to the findings, 75% of businesses identified rising costs as their most significant concern, followed closely by 67% citing reduced consumer spending power and 59% noting declining consumption due to health trends. Additionally, 57% of respondents expressed worries about stricter regulations on alcohol marketing and sales. The ongoing global economic downturn is viewed as a threat by 52%, alongside a shift in consumer preferences towards alternative beverages.
Reflecting on the challenges of 2025, the report reveals that many operators experienced a drop in wine consumption. Notably, 57% of small wineries and 63% of cooperatives reported declines, while large companies faced a 44% drop. In contrast, restaurants showed slightly better stability, with 66% reporting steady volumes.
Looking ahead, white wines are anticipated to lead the market, favored by 69% of producers and 64% of trade professionals. There is also growing interest in zero-alcohol wines (54%) and low-alcohol options (49%).
As the industry prepares for the upcoming challenges, the focus remains on adaptation and innovation to navigate these turbulent times.
Source: Vinetur