The global wine industry is gearing up for 2026 with a cautious optimism, as detailed in the latest ProWein Business Report from Geisenheim University. Despite facing numerous challenges, industry stakeholders are eager to ignite a new growth phase, albeit modestly. The report, which surveyed over 1,000 professionals from more than 30 countries in late 2025, sheds light on the obstacles and opportunities that lie ahead as the industry prepares for the upcoming ProWein Düsseldorf trade fair from March 15-17.
According to the findings, 75% of respondents identified rising costs as their top concern, closely followed by 67% citing reduced consumer spending power and 59% noting declining consumption due to health trends. Stricter regulations on alcohol marketing worry 57%, while 52% see the global economic downturn as a significant threat. Interestingly, concerns about climate change and labor shortages have become less pressing, with only 28% viewing international trade restrictions as a major threat this year.
The report reflects on a challenging 2025, where many operators reported a decrease in wine consumption. Notably, 57% of small wineries experienced declines, with cooperatives facing an even steeper drop at 63%. Large companies reported a 44% decrease, while exporters, wholesalers, and specialized retailers also faced significant challenges.
Looking forward, white wines are projected to lead in popularity, with 69% of producers and 64% of trade professionals favoring them. Additionally, there is optimism surrounding zero-alcohol wines (54%), low-alcohol wines (49%), rosé (49%), and sparkling wines.
As the industry navigates these complexities, the focus remains on adapting to consumer preferences and finding sustainable paths for growth.
Source: Vinetur